Any good salesperson will tell you that leaving it up to the prospect to make up his or her mind to buy is a fatal mistake. Instead, you must ask for the sale. And the same is true for your business web site, email, blog, print advertising and social media. You must tell prospects what you want them to do with compelling calls to action.
Calls to action entice the visitor to take specific actions like clicking on a button, filling out a form, making a phone call, visiting another page on your site, subscribing to your newsletter, or actually entering the sales funnel to purchase your products or services.
Here are some tips on how to make your calls to action more effective.
Get the visitor’s attention
Make your calls to action stand out from the rest of the page by using eye-catching fonts and graphic elements. Use color to make clickable buttons or graphics stand out from the overall color pallet of the page. Reds, yellows and oranges are typically very attention-getting colors and provide a sense of urgency, assuming that those colors aren’t prominently featured in the rest of the page.
You can create a sense of urgency by using generic phrases like “Order now” and “Call today” or by incorporating specific offers and limitations like “Call today and receive 10% off” and “Offer ends October 15.”
Visitors are far more likely to click on buttons if they know what to expect when they do. Avoid vague calls to action, like “click here” that leave the prospect guessing, and be sure to deliver what you’ve promised.
Most people are familiar with the quid pro quo of providing some basic information in exchange for receiving an offering, but you should only ask for as much information as you actually need. This typically includes first and last name, a phone number and / or an email address. Asking for too much information will lead to higher abandon rates and lost sales.
Placement is essential
Your calls to action should also appear near the top of the page; often referred to as “above the fold.” Don’t make your prospects scroll all the way to the bottom of the page. You can also use multiple calls to action on the same page.
Depending on the platform and layout, you might want to consider placing calls to action near the top of the page, in the sidebar, and at the bottom of the page but don’t go overboard.
Decide on a single action you want visitors to take and focus on making it happen. For instance, including calls to action to make a purchase, request more information, subscribe to your newsletter and visit a related page can lead to confusion and indecision and ultimate lead to lower conversion rates.