Performance marketing insights, discussions and expertise

Creating a Call to Action that Converts

By on November 24, 2015

Creating a Call to Action that ConvertsWe all know that marketing budgets are limited, and new collateral takes time. Do you need a simple way to start seeing your conversions count with minimal investment? Clean up your call to action (CTA). In marketing, a call to action is the instruction to your audience to take immediate action. Examples include “Call Now,” “Click Here” or “Buy Today.”  With a little effort, you can start seeing your content converting better than ever.  Read on to learn how to optimize your CTA.

Do you need a call to action?

When reconsidering your call to action, the first thing you should be asking yourself is “Do I even need a CTA?”

As marketers it may feel counter-intuitive, but not every piece of content requires a call to action. Take a minute and envision what you are trying to accomplish. What would your ideal call to action achieve? Would you like to see engagement in the form of downloads, bookings, or incoming calls? Take the time to envision what your user’s engagement path looks like, and see if a call to action is the right fit.

 

Is your call to action visible?

So you’ve decided you need a call to action – now what? Before getting too technical, make sure your call to action is visible. It doesn’t matter how much time you take to optimize your phrasing — if your customer can’t find the CTA, you can kiss your conversions goodbye.

With that in mind, here are a few simple ways to increase visibility:

 

Make it Obvious

Resist the urge to make your graphics, and particularly your call to action, over stylized. Elaborate script surrounded by fancy graphics are more appropriate for announcements, events and invitations. Keep it simple, keep it obvious, and keep it in front of your user.

 

Placement

Placement is key. Will you place your CTA at the top of the page, or the bottom? Next to your service and products, or at the end of a video? The best answer is different for every individual and organization. Review your page and ask yourself – “Where does my eye rest?”  Follow your eyes engagement path, and place your CTA button in a logical, intuitive location. Remember, you can have more than one CTA, as long as it makes sense and helps achieve your goal.

 

Color

Color selection is one of the easiest ways to make your call to action pop. Associate your CTA with a bright & vibrant color that stands out from the surrounding noise – but make sure it is still consistent with your product and branding. Studies have shown there is no clear winner when it comes to picking a universal color for conversion, but it is clear you should pick a color that stands out.

 

Size

This one is tricky. Too small or too large can result in user aversion. Take into account the layout, coloring, and copy of your collateral, and find a size that feels and tests just right.

 

Copy

Keep it simple, straightforward, and even a little fun. Your call to action is your final request, so make it great. Start by incorporating a sense of urgency with strong action words. Choose language that evokes emotion, or plays on discovery and curiosity. Avoid lackluster and overused language. Instead, take this opportunity to show your brand personality or voice. Remember to keep it short, simple, and clear.

 

You Guessed it – Test It!

You can’t leave your conversions up to chance; you must be willing to test & retest. It’s important to A/B test with different audiences, channels and times – but be careful, and only change one variable at a time. If you decide to change the size, color, and placement of your button from one round to the next, you won’t be able to determine which factor(s) led to the change in conversions.

Run through this checklist and see your conversion soar. Do you have your CTA down? Add to the discussion in the comments below.

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