UPDATED: The importance of a call to action (CTA)
Compelling, emotional, action packed are some ways to describe how a call to action CTA should be in the industry. Without a strong, actionable CTA a company can find their analytics with abandoned shopping carts, not signing up for those beautiful newsletters and any other metrics or goals that have been set into place.
While CTAs are not the tell all answer for marketing strategies, the right ones do help reduce the common notions above. The thing is, more and more consumers are technologically savvy, but still need to be told what to do along the marketing process. This is where a CTA comes into effect.
A CTA is a statement that tells potential customers and clients to continue with their actions. This is a way to encourage them to continue reading, spending money or emailing the company for better assistance.
Call to action CTA
Your CTA is the moment to motivate your users to take more action. This helps with your overall user-experience (UX) design because a potential customer or client will not be guessing where to go next or the next action to take - everything is laid out for them. When customers click on the link, it takes them to the needed location.
A CTA has the potency to attract visitors and convert them into prospective buyers. The best company policy is to captivate your audience while showing them how they should proceed.
The goal is to keep the consumer on the landing page long enough to complete the final task! Research says that CTA increases the rate of conversion of visitors to buyers by nearly 120 percent. It is often noticed that CTAs are leads to your customer interaction.
A tantalizing CTA is a sum of different elements that need to all work together to grab the attention of the right consumers.
Here are some examples of writing effective CTAs.
Free trial: The notion of offering free products as trials goes a long way in marketing because this creates a sense of urgency that moves consumers to do the action now rather than later.
“For a limited time only, we are offering free trial runs! This offer ends soon, sign up now!”
Emotive value: Your CTA must have a strong emotive value attached to it with catchy phrases such as, “Donate your time and money today.”
This can convince people to donate their services or donate their money each month to a great charity or cause. A great example of this is the heartbreaking commercials for the ASPCA. (They get us every time!)
Curious: Make your consumers curious with CTAs with “Learn more” or “Apply here now.” Consumer impressions lead to clicks that generates Click Through Rate (CTR), which eventually raises sales.
“Wondering if your strategy is up-to-par? Click here for our latest ebook about…”
Fear of missing out (FOMO) : An effective way to generate CTR is crafting a CTA that creates the fear of missing out. A calculative motivator, this can increase clicks from the fear of missing out. No one wants to be the only person without this new product or service.
“Grab this offer before it ends” or “Sales end soon.”
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