Killer Calls-To-Action. I like the sound of that.
Calls-to-action are sometimes the neglected part of an inbound marketing campaign. But they often make the difference between success and failure.
Your call-to-action is the link that connects your offer and your landing page. They have to be strong, clear and visible. Implement these 5 keys and you’ll have your own set of killer calls-to-action.
1) MAKE SURE THEY CAN SEE IT
Sounds obvious, right? Although “the fold” has moved down as monitors have gotten bigger, you still have a fair percentage of your audience on 13-15’ notebooks. I’m writing this article on a 13” Macbook Pro.
So just put your CTA as far north as you can. There is always a battle for a company’s prime website space, but this is one battle that’s worth fighting. If people aren’t seeing your call-to-action, they aren’t going to your landing page and they aren’t converting. So do what you can to make it more visible.
You also have to consider phone screens and mobile layouts. If your website isn’t mobile optimized or responsive design, your CTA is likely not going to be seen. If your CTA is in an email the same rules apply, especially the mobile or responsive layout. Now over 50% of all emails are read on a phone. That’s nothing to sneeze at.
If you’re going to use a green button on a green background, I am going to have to come over there and give you 30 lashes with a wet noodle.
Of course you should be testing various color button and background combinations. But it’s always best to start with high contrast between the button and the background it sits on. You can’t go wrong with a red button on a grey background. But who knows, you may find that an orange or free button works for you. You’ll have to test it. Just make sure you have a contrasting color behind it. We don’t want those buttons blending in.
3) SELL THE BENEFITS NOT THE FEATURES
Benefits, benefits, benefits. What will your offer do for the user? They don’t care if it’s your greatest whitepaper ever. What problem will it solve for your user? Benefit, benefit, benefit and button to get the benefit.
If you use the word “submit” on your button or “go” or some other word that is not a benefit, you will fail at digital marketing. Put a benefit on the button, “Get Your 50 Delicious Pie Recipes”. Any pie eater will click that for sure.
4) CTA LINKS TO LANDING PAGE
Always link your call-to-action to a dedicated landing page. If you send a user to a home page where they have to do a digital egg hunt to find the awesome thing you promised them, you will lose them. Send them to a dedicated landing page with a short form and a quick recap of the benefits.
Sending them anywhere else is a huge mistake and will cause you many, many regrets.
5) DON’T FORGET THE THANK YOU PAGE
The thank you page is a perfect place to make your next offer. It hardly takes any work to add the next CTA on the thank you page, but you will reap the rewards. This could be a drip source or a firehose. It all depends how much you test and make your CTA earn its keep on this valuable real estate.
So there you have it. 5 Keys to killer calls-to-action. What do you think? Are you using any of these right now? Let us know if you have any additional keys. Just leave a comment below.
May all your calls-to-action move the conversion needle.