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The Compelling Call To Action
You know your product. You also know why someone should theoretically be excited to buy it. But don't assume your consumers know why they should buy it. Always read your materials and then ask the question: "Why?" Tell them the benefits, give them a sense of urgency or answer their questions – or do all three (if you can do it concisely)!
Put it Front and Center
Consumers are moving a million miles a minute; they're smart, but their attention is limited by all of the offers with which they are bombarded. Top that with a more informed consumer that is conducting more research than ever before and your best bet is putting a reason front and center to reel them in. Don’t let me move onto another site and find another offer. Why should I reserve a table? Oh, it’s free and gives me VIP benefits? Sign me up! I need a reservation because the event typically sells out? Check out please! Advance tickets are $5 off? Take my cash now! Whatever the reason, make sure I know it without hesitation and seal the deal.
Yes, this can be a call to action. But be careful only to use this if you are actually giving more information. If you’ve already spelled out the benefits, don’t make me take an extra step to make the purchase. If I’m at the point of clicking or calling, you’ve already half won the battle. Giving me an extra step that doesn’t convince me further only means one more step that could distract me, or allow me to see a competitor's offer and drop away from you.
More information is also great if the ultimate goal isn’t “BUY NOW.” If you're providing relevant information that your consumer will use to make a purchase at a later date, then that can be just as good. What if you want them to attend a free event or you don’t have tickets on sale quite yet? Consider other ways to have them engage with your brand. They spend more time with you and when it comes time to take action you are top of mind. One of my favorite examples of this is directing them to check out photos of a previous event or the product. For example: “View last year’s photos” or “view our culinary creations.” Use this action to help answer the “Why?”
Prioritizing to Avoid Overload
If there are 50 reasons to buy your product or attend your event, you need to prioritize them. Give the top one or two reasons and then let the user decide if that’s enough to make a move or to request more information. You also need to prioritize the CTAs if you really do need multiple ones (for example, listing multiple events). One way to accomplish this is to add a button to the #1 CTA. Adding a button ensures there is no confusion on which action to take. The audience easily knows exactly what you want them to do. This doesn’t mean litter your page or email with buttons; doing so will cause CTA overload. During CTA overload, your audience is torn between all of the actions they could take and they become overwhelmed and abandon making any decision. Combat the overload by picking a single priority #1 CTA for the audience to complete, and highlight reasons they should complete this action with content hierarchy and/or a button.
If you can concisely give your audience compelling and relevant information on your product, then give them a clear direction to take, you’ve successfully made a compelling and conversion driving CTA.
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