Well, ask yourself these few questions, “Have I asked my potential customer/ follower to do anything when they finish reading?” “Did I make what I was asking standout?” “Was the ‘ask’ easy to follow?”
If you answered “no” to any of those questions then we may have just pinpointed the issue: your calls-to-action (CTAs) are lacking.
If you answered “yes,” it may be time to revisit your approach in comparison to industry best practices for marketing CTAs.
What is a CTA?
A Call-To-Action (CTA) instructs the reader to do things like “Subscribe” “Order” “Join” “Try” “Enroll,” which will convert them from just a passerby to a customer of your product or service.
How to Make CTAs More Effective
Let’s look at a few different things to consider to make sure your CTA is effective:
1. Is there actually a CTA? You’ve given your reader so much wonderful information, but haven’t actually asked them to do anything.
2. What colors and font are you using? Is it bold, does it stand out on the page from all the other information? Your CTA may be lost in the sauce and you need it to grab the reader’s attention!
3. Word choice: “Sign up now” versus “Come and play.” Depending on the audience your verbiage will either invite or dissuade them from going any further than the page they are on. Consider changing the wording to be more fun and engaging.
4. Is your CTA too early or too late? Some sites won’t even let you browse before forcing you on to an email list and that can often times shut people out before they even get in. On the other hand, the CTA can be all the way at the end, away from the “meat of the message” as I like to call it. As a result, they have come, found what they wanted and left before even seeing the CTA. A good way to address that is a “Slide-in-Call-to-Actions,” that prompts your reader in the middle of their reading
5. Does it communicate any obligations or upfront costs? If your reader feels bound financially in any way, you will most certainly have an unsuccessful conversion rate. “Trial” “Risk Free” “Guaranteed Money Back” all good ways to make sure they don’t fell obligated
6. Is there a such thing as too many? Only if they detract from the goal. If your goal is to get people to buy than each CTA rather on the same page or on different pages, should be taking them by the hand in that direction.
7. Communicate the benefits right before the CTA. Why should they continue reading or give their email address? What’s in it for them? Rather that’s “great tips daily” or an “immediate discount” that needs to be clear as day right next to your CTA.
Tracking CTA Success
We advise that you set up Google Analytics or another tool that can help track your conversions if you haven’t already. You can utilize all or some of our suggestions and track which changes have the greatest positive impact on your website.
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See what we did there?