Your call to action should be clear, concise, and compelling. In order to create a high-converting call to action you need to tell your customers exactly what you want them to do.
Make It Obvious
This step has to do with making the desired action standout. And by standout I mean draw attention to it. It should scream, Hey! [Insert Desired Action]
Don’t be afraid to use bold or large fonts. After all, you’re try to make a statement right? Keep readability in mind though. Even if a person is skimming through they should pick up on the desired action.
Wait… Please, whatever you do, make sure you speak in plain language, whatever language it my be. The quickest way to kill a sale is by using jargon.
Your customer is a customer not an industry analyst.
Eliminate any chance of confusion by maintaining a single focus throughout your copy. Adding multiple options will just confuse people and as a result they’ll end up doing nothing.
Avoid being long-winded and leading people away. Be very clear in your communication; tell them exactly what you want them to do (leave a comment, forward to a friend, give their email address) and why they should bother to do so (the benefit). Spelling it out for them helps guarantee a response.
Most importantly, each message should have one desired intention only.
One subject, one call to action. That’s it.
Tell, Don’t Ask
Ever heard the saying, “Closed mouths don’t get fed?” It really couldn’t be anymore true.
The easiest and most effective way to get what you want is to ask. Most being are nomadic online. They just surf around aimlessly. It would be smart while you have their attention to give them something do.
What sounds more direct:
“We strongly encourage sharing amongst your friends…”
“Share This Article”
The second example clearly wins. For one its bold, and people like bold. The idea is to get to the point, say what you have to say in as few a words as possible.
Why? because people admire brevity.
Get to the point.
Make It Easy to Do
Do I really even have to elaborate on this?
I guess I do….
If you want people to take the desired action you’d better make it as simple and “dummy proof” as possible. No disrespect because I’m sure you’re audience is very smart (and that’s why they do business with you) but people just love “easy-to-use”.
The more steps need to complete the action the less likely it is to happen.
So if you want them to buy your product make sure there’s an obvious “Buy Now” button. Or if you want to sign up for your email list don’t ask for their home address or social security number, simply ask for their name and email address.
Eliminate any headaches or potential barriers. High-converting calls to action make it easy for people to take the desired action.
It’s the only thing that matters.
What About You?
What’s your recipe for creating a kill call to action?