One of the simplest and easiest tidbits to remember in marketing is to make sure you have a compelling and easy-to-find call to action (CTA).
You don’t want your potential customers to be engaged by your product but then ultimately not partake in whatever action you want them to since they don’t know where to click.
A CTA is a necessary function that is critical to the success of your marketing campaigns. Here are some strategies and tips for how to improve your CTA and help your marketing efforts.
THE BASICS
Let’s start with defining what a CTA is and what its role is in the marketing sphere. A CTA essentially helps influence your potential customers to perform a certain activity. This can be a variety of functions, depending on the goal of your marketing campaign.
Think along the lines of a link to where customers can buy your product or where they can sign up for emails or even how to view the product. It does not have to be a sale, since not all campaigns are designed for sales. They can sometimes be centered around engagements.
Certain pages will even have multiple CTAs since there may be different potential actions available on the site. It depends on your goals and needs.
A CTA can take many forms, including a sidebar, a button, a blog or even a social share, among others. We again stress that it depends on what your goal is with your campaign.
The goal will also help shape the copy for your CTA. If you want sales, you’re going to aim your copy around adding to a cart. If you want emails, you will have CTAs indicating how to sign up for the newsletter. Those looking for sign-ups could have CTAs for free trials or how to start.
THE IMPORTANCE
CTAs are such a critical spot because they help deliver that nudge toward the ultimate goal. Put yourself in your customers’ shoes.
If you’re browning your site but don’t see any way to take the next step, you’re likely not going to want to stay engaged or do business with this company.
Consider these eye-opening stats from creativemms.com:
–CTAs on landing pages boost conversion rates by 80%
–Relevant CTAs that are placed well on the page increase revenue by 83%
–CTAs boost website and product sign-up by 34%
Strong CTAs can also help your website function better. Customers know exactly where to go to get what they need, which can help retain them.
HOW TO MAKE THE COPY STAND OUT
Creating a strong CTA will go a long way toward helping your ultimate goals.
The simplest recommendation is to keep your message succinct. You don’t want a novel. Keeping your message four to seven words can be beneficial.
Try to be as powerful as you can in as few words as possible. You also want to use strong words that specifically call out what you want them to do. If you want your customers to buy your product, use “buy” in your CTA. You want the message to be powerful.
Within those four to seven words, you have to explain to customers how you are helping their lives. Are you providing free shipping? Where can they buy the product? How can they sign up? You need to make it clear how you are going to be of benefit to them.
Don’t be afraid to also include a deadline to create urgency. Deadlines create action. If you are offering it for a certain time, be sure to include it.
HOW TO MAKE THE AD STAND OUT
Once you have the copy set, you now need to think about where you are placing the ad.
You want the CTA button above the fold on the site and to the right of your content, according to wordstream.com. The CTA is obviously there to drive actions so you want it to be easily accessible. Folks should not have to search your site to find that CTA.
Consider using contrasting colors to make it stand out to the general color scheme of your website. The best colors to use are red, green, yellow and orange, while you should avoid black, brown, black and white, according to resources.turbify.com.
Be sure to try different styles and templates to see which works. Run multiple A/B tests to see which style/placement produces the best result. You want as much data as possible to find the optimal setup for your company, and that’s only possible through testing.
We hope you now have a better understanding of the importance of a CTA and how to make sure your CTAs are as strong as possible! Be sure to keep checking Digicom for the latest article, strategies and tips for all your marketing campaigns and needs.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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