5 Things You Should Pay Attention To When Making a Call to Action
A call to action (CTA) is a call to action. This term is usually used to invite the audience to take certain actions according to the goals you expect. CTAs are usually in the form of a short phrase or sentence which contains a specific invitation, such as downloading, registering, subscribing, and so on.
Although short, a CTA can increase conversions by up to 121% (HubSpot). This is why you must create a good performing CTA. Here are a few things to note:
1. Without further ado
Stop making small talk or using convoluted sentences. Tell your audience what your business is doing and what you want them to do. Your CTA should be simple, concise, but still able to encourage your audience.
Make sure there isn’t room for ambiguous words or arrangements, so that your audience doesn’t get confused, and understands what to do next.
For example, language that is not convoluted; “Start Now”, “Register Now”, “Submit”, or “Download”.
2. Be Unique
As a marketer, you already know that it is important to differentiate yourself from your competitors. Find something that makes your CTA special; it could be something very simple, or something that just made matters worse.
For example, Quick Sprout’s “I Want To…” or “I Want…” CTA, which can play on their prospect’s desire to solve a problem.
3. Use Actionable Language
Be aware of the fact that some verbs and phrases can be more encouraging than others. Use words that force your audience to do what you want.
For example, “Call us today for a free sample” is a good CTA because the sentence can be followed up. You are here giving clear direction to the audience using the verb “Call”.
On the other hand, something like “Give us a call for a free demo” is a CTA that is not encouraging. Although the word “give” is actionable, it has a vague meaning, as it is usually used to hand something over to someone instead of making a phone call.
4. Create an Urgent Impression
Your CTA should be able to create an impression of urgency to lead to better conversions. You can do this by conveying the message that your audience will miss a big chance if they miss the offer.
Show your audience that time is running out, and delaying taking action can cause them to miss the opportunity. Amazon did this well, they created a sense of urgency using their “Buy now to get 50% off” CTA.
The CTA clearly states that the offer has a time limit, and gives the impression that the price will increase when the bid expires. That way, audiences who have had an interest in the offer from the start, will not hesitate to take this opportunity.
5. Use Appropriate Color, Font, and Button Size
Apart from the content of the CTA itself, the appearance of the CTA is also important to note. First, use a color and font combination that is easy to read and comfortable on the eyes of the audience. Besides the color, you also need to pay attention to the size of the CTA button itself, not too big or too small. Make sure that the CTA blends naturally with the UI on your page.
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