Your call-to-action (CTA) is a very important and critical element of your content. A well-written CTA can help steer your visitors to take the next step in your sales funnel, and ultimately, help achieve your business objectives.
So regardless of what your goal is–whether you want users to sign up for a newsletter, fill in a contact form, or complete a purchase—you definitely want to make sure that you put more thought and effort into crafting an effective CTA.
Here are 5 ways you can do that:
1. Highlight the value of your product or service in your CTA
The best analogy for this can be seen in infomercials. Infomercials are effective because they follow a very specific pattern: first they identify a problem, followed by proposing a solution that their product can solve. But wait, there’s more! They then make sure to let potential customers know of the benefits of buying their product.
eCommerce marketers can take their cue from this sequence when it comes to creating CTAs:
- Spell out what the problem is—do your users have a question that only you can answer? Do you have products or service that they can avail only from you?
- Follow this up immediately by clearly talking about the solution and making the benefits evident.
- Finally, illustrate additional benefits of getting customers to act on your CTA. How are you incentivizing them to signup, or register their email or make a purchase?
2. Manage your visitor’s apprehensions
Whenever your visitors complete your CTA, it’s a demonstration of their trust for your business. In ecommerce, building trust with your visitors means answering possible questions and concerns, even before your visitors realize they have any.
Make sure important details are already evident in your CTA. These can include:
- How often a newsletter will be sent and how easily they can unsubscribe if they so choose.
- Make important information regarding delivery charges or return policies visible.
- Assure them that whatever data they give and provide, is kept private and secure.
3. Don’t confuse your user
You don’t want to confuse your customers by presenting them with too many CTAs. If you do, chances are, they will feel overwhelmed and end up not doing anything at all and simply bounce off.
Limiting the number of choices that your visitors have to make, means reducing the volume of mental effort it takes to make a decision. This eases them through your conversion funnel faster.
- If you have more than one CTA, be sure to spell out the difference between each.
- Try to make it as simple as possible. An effective CTA has to be specific and succicnt.
- If your customers successfully go through your multiple CTAs, make sure that you incentivize their effort.
4. Catch your reader’s attention with visuals
How your CTA looks, where it goes on your page, the color, font—all these are important considerations that determine whether or not your CTA is effective.
Keep in mind that—
- Professionally designed CTAs are more likely to convert users.
- Choosing bright colors that contrast with the background helps draw attention to the CTA and converts more.
- Placing it high on your landing page means it’s clearly visible to visitors.
5. Use psychology
Employing subtle psychological tricks have also been known to improve CTA. Depending on how you phrase your CTA, you can imply urgency and/ or exclusivity—two attributes that ultimately leads to positive conversions.
- Making a play for people’s instinctive fear of missing out by highlighting how quickly the products are selling out.
- Creating a sense of urgency by putting a timeline on the offer.
- Offering exclusive deals and promos as part of the incentive for signing up.
At the end of it all, remember that your CTA has to follow through. If you expect visitors to respond, then make sure that you are putting enough thought to the process. Once you do, you’ll see that it will ultimately improve your bottom line.
Try these tips out and see for yourself how well it works for your own ecommerce site. And if you have any additional questions, let us know by leaving a comment in below.