An effective call to action: 5 rules and tips for writing

Today we will focus on 5 important aspects that will help you write quality CTAs, and also show you how to do it with an example

Define a goal

Before writing a call, it's important to define the purpose of the CTA

• Want to increase your subscriptions
• Increase sales
• Ask readers to read other content

When the business need is understood, it is easier to think about how best to do it

The best calls to action are short and strong verbs

They speak directly to the user. Instead of weaker call-to-action words, it is more effective to use specific words that speak directly to the desired result

Let's look at 3 examples of CTAs that motivate readers to subscribe to magazine issues. All three have something in common. We will not write the names, let's say about the topics

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?Nothing special, right

Regardless, there are three things that nearly all of the examples above contain. And they are essential for any call to action, regardless of format

1. A no-obligation statement that eliminates or mitigates risk. In many cases, they offer a free trial subscription rather than a purchase. In other words, "try us, you will like us." It gives people confidence
2. They all contain some version of the instruction. You have to tell people what to do next. It should say something like: Click the button below
3. Encouraging an immediate response. Don't let people wait and think about it

Together, these three elements make a simple request that requires little from the consumer. And for most businesses, this is the ideal layout

Now let's see how these elements translate into digital campaigns

Adapt familiar calls for digital media formats

When marketers first started using digital channels to connect with their customers, it was a logical choice to simply replicate their print campaigns in a new format. Nevertheless, simple repetition is not enough

?What can be added to digital

• Graphic - instructs users to "click" instead of sending something in the mail as a response.
• If you're worried that your call to action isn't convincing enough to get your readers to take action, this could be the foundation of an effective strategy. Essentially aimed at changing the user's mindset from "why" to "why not
• Also note that in many cases, digital advertising can convey much more information in less volume. With digital campaigns where users are already familiar with the product and just need to be encouraged to make the final decision, simplicity works
• Most people today are familiar enough with digital marketing to know what is expected of them when they land on a landing page. Most of us naturally know to look for big, brightly colored buttons with a clear call to action, as they are now a common landing page staple. If your page does not contain an obvious call to action, you risk losing leads

5 things that should be in a good call to action

1. Emphasize low risk

The first of the three common elements in traditional CTAs above has focused on no commitment or risk from the customer

From a consumer perspective, it makes sense. The less you lose from an action, the more comfortable you will be in taking it

The free trial alone is incentive enough for many people to test the service

If a visitor has any doubts after the initial landing on the page, these details can remove their concerns about the service. Knowing that you can cancel a purchase at any time is more compelling for users who are worried about forgetting to do so after 30 days

Netflix offers to watch TV shows anytime and says you can cancel your subscription anytime

CTA: "First Month Free"

2. Strive for clarity

You can have the most beautiful landing page in the world, with stunning graphics and a flawless advertising strategy to drive traffic. But if this page doesn't tell visitors why they should take an action, it's useless

This is why the most effective CTAs are extremely simple

But if you go back to the traditional CTA examples above, you realize that this is by no means a new concept in the marketing world. Each of the examples includes some changes to the send, mail, or return directive

Although the exact verbs we use today are slightly different, the basic idea remains the same.

3. Highlight immediate benefits

You can provide your customers with downloadable assets, tools and premium services within seconds of converting them

But regardless of industry and business model, any company can offer its customers some kind of immediate satisfaction. One of the most popular ways to do this today is by offering free downloadable content

A Hubspot offers powerful tools that will pump every step of the sales process

CTA: Get Started Free

4. Turn on the alternative

When you limit your site to one call to action, you are essentially giving your visitors an ultimatum: take the action or leave

However, when you add additional options, you reduce the likelihood of a visitor leaving simply because they are not ready to accept your main offer

The first way to do this is to come up with additional “offers” that visitors can take advantage of for free. The second is to simply highlight the ways a user can engage with your content

For example, a primary call to action might prompt visitors to contact a company to learn more. But if someone does not want to do this, you can offer to view the company's products

Thus, visitors are not removed from the site just because they are not ready to purchase. They are encouraged to stay and learn more - which can help them get closer to conversion

5. Establish your company's credibility

When creating ads for digital platforms, it's important to remember that even members of your target audience may not be familiar with your brand. And you have a limited amount of time to establish your credibility. Even if you're promoting a free trial or other low-risk offer, it's important to show audiences why they need to trust you enough to make the decision to convert

Kissmetrics calls itself the most powerful analytics tool to help you understand customer behavior and drive business growth

CTA: Try Kissmetrics

How do you know if your call to action is working well

You can double check with website visitor analysis tools

First, use heatmaps and scrollmaps to determine if people are responding to your CTAs or not even seeing them

Second, test. A / B testing of call-to-action buttons is a mandatory step

For example, if your call to action is in the wrong place, you can test different placements to see which is more effective