What Do You Expect From Your Customers? Let’s Talk About C.T.A.!
Mapping the customer journey is integral to your company’s strategy, allowing you to interact with your customers at different stages. The process helps your business collect essential data, analyze it, and generate valuable insights to make informed decisions.
The purpose is to deliver more personalized and optimized experiences to your customers and improve your business’s bottom line. A call to action or CTA is a powerful word or phrase that convinces a customer to act immediately.
For example, a CTAis “Click a button,” “Sign up for an email subscription,” “Get a discount,” or start a free trial. A compelling CTA can help you:
- Boost customer engagement
- Generate profitable leads
- Improve customer retention
- Promote new products
- Increase brand awareness
- Drive more traffic to your site
- Increase sales and generate higher R.O.I.s
Research shows that 90% of website visitors read the CTA copy, and emails with a captivating CTA increase 371% of clicks, leading to a 1617% increase in sales. Besides, a user-oriented CTA on a Facebook page increases clicks by 285%.
The question is: How do you create a practical and action-oriented call to action? What best practices are for companies to achieve their goals via powerful CTAs? Today’s article will give you the most valuable tips/tricks or strategies. Read on!
Convince Your Audience
Risk is one of the most significant factors for your target audience when assessing whether they should follow the CTA. The risk is primarily to the audience’s data, financial information, or time.
Bear in mind that a customer journey starts with awareness before moving to the consideration and decision stages. Your digital marketing strategy is not about promoting your products or services but influencing your target audience/customer’s decisions in your favor.
Therefore, convincing your potential or existing customers is crucial that your product/offering is what they need or want. Free trials are an excellent way to persuade your customers and provide them with something with no risk. For example, customers sign up for a free trial without entering their credit card info.
So, when you take away the risk of adding credit card information, customers are more likely to take action. Next, it is up to your product’s quality and features to wow the user.
Make sure the free trial you offer encourages the customer to know or use the premium features by purchasing your product or subscribing to the service. Therefore, if you want to make the most of your CTA button on your website or email, ensure it is convincing.
Make Your CTA Customer-Oriented
The primary objective of a CTA is to improve your business’s bottom line by encouraging the user to take action. It requires you to provide a benefit to the customer before they take action.
Otherwise, you won’t see a substantial number of conversions. Answer a few questions right away when designing a C.T.A., such as:
- What is the customer’s motive for clicking the CTA button?
- What will they receive after clicking the button?
- Will the offering satisfy their needs?
- What can I do to make the CTA more convincing and engaging?
- Have I cleared the customer expectations?
- Have the insights generated through data analysis aligned with the C.T.A.’s content?
Answer these questions will give you an idea of how to make the CTA user or customer oriented. When you want the customer to do something in your favor, you have to give them some sort of benefit.
Focus on the Button Language
Button language is an essential part of your CTA strategy. Experts recommend the CTA button text that focuses on the “First-Person” language results in a 90% increase in sales.
For example, instead of writing “Get Your Reward,” it is better to design a CTA button with a phrase like “Get My Reward.” Here are a few examples of ineffective CTA button text:
- Click Here
Therefore, the button text is one of the primary factors to consider when creating a more action-oriented CTA “Sign Me Up,” “Get My Free Trial,” “Watch Right Now,” “Let’s Discuss,” “Get My Free eBook,” or “Get My Discount” are examples of powerful and result-oriented CTAs.
Moreover, when you run an email campaign with CTAs, try speaking directly to the reader or customer like a friend. Remember, customers, make decisions based on emotions and feelings. Therefore, use first-person pronouns in your CTA to make the reader feel emotionally motivated to click the button.
Avoid Fancy Words/Phrases
Action-oriented CTAs have clear, specific, and factual content. Companies and digital marketers who use fancy words and phrases fail to sell the CTA’s value. We recommend not overpowering the button or content with too much messaging and avoiding fancy terms.
Instead, keep the message short, to the point, and readable. For example, when you create a white button with bold borders and the text color is yellow, the user will find it challenging to read. Thus, they may not act.
Make it Visually Appealing
Create a visually appealing CTA and avoid blending it with the background color of your website page or email. Choose appropriate colors and sizes to make the CTA pop. According to Optin Monster, Green, Blue, and Orange are the best colors for CTA buttons.
For instance, choose a bold color like green or blue to stand out if you have a white background. At the same time, make the text simple, to the point, and action-oriented. The purpose is to button pop off of the background.
In addition, size is one of the critical factors to consider when designing a CTA button. The proportion of your CTA button must reflect its unique role on your business website, email, or newsletters.
Choose a size that makes the CTA stand out on your website. According to Deluxe, the best CTA button size on a website is 44 x 44 pixels. However, Microsoft recommends 34 x 26 pixels. It is crucial to use your creativity while considering the recommendations of these giant corporations to achieve what’s best for you.
Correct Placement is Key
Where you place the CTA significantly impacts the button’s performance. We suggest placing your CTAs on your website’s prominent spots with enough white space in the surroundings to avoid clutter. Place the button in the area where it does not compete with other buttons.
Most digital marketers believe that placing the CTA at the top of the page makes it more visible to the users. Although this strategy may work for some businesses, it is not a standardized approach because users take action when they are ready. Therefore, choose the right spot to place the button.
When using CTAs in email campaigns, learn the different formats and layouts to place the CTA buttons appropriately. For example, when sending a newsletter with multiple topics leading to different pages on your website, the primary and secondary CTAs must align with each section.
On the other hand, we recommend following the content’s logical progression and adding the CTA button where you think the user will take action. Remember, this strategy is suitable for email campaigns with a single CTA
Add a Sense of Urgency
Adding a sense of urgency to your CTA button can improve the overall impact and yield the desired results. A compelling CTA encourages the visitor to take action immediately. Create content that prompts quick actions by adding words like:
- “Today” – Get My Reward Today!
- “Here” – Here is my Limited Discount Code!
- “Now” – Get the Best Deal Now!
Review the Process
When you create a business strategy, you review it to evaluate its strengths and weaknesses. The same principle applies to call-to-actions for your marketing and promotional campaigns. Analyzing your C.T.A.’s success rate is vital to assessing your site’s overall performance and improving the strategy.
For example, the conversion rate is a critical metric to measure or analyze while reviewing your strategy or process. Once you track and measure the C.T.A.’s performance, you will have valuable insights to modify or improve your call-to-actions.
For instance, the valuable insights generated via analytics may show that the buttons have convincing “words or phrases” but are not visually appealing. Likewise, you may determine that writing “Buy Now” is more influential than “Purchase Now.”
Therefore, analyzing the processes, performing A/B testing, and generating critical insights are crucial to the CTA strategy’s success. So, leverage the power of analytics to measure the key performance indicators (KPIs), gain essential information, and recreate or modify your strategy accordingly.
A marketing roadmap that aligns with your company’s objective and customers’ expectations can improve your business’s bottom line and generate higher returns on investments (R.O.I.s).
Creating powerful CTAs requires you to set S.M.A.R.T objectives, analyze internal and external factors, including the product’s quality and customers’ needs/wants, and follow a step-by-step implementation strategy.
Follow the tips and tricks in this post to create effective CTAs that eliminate confusion and encourage users to take action and move to the next phase of the buyer’s journey.
LeadSeed is a B2B Conversation As A Platform (CaaP) generating qualified lead using the “give and get” principle and building trust to develop relationships. It combines the latest digital marketing technic with proven sales methodology.