Join Dina Shapiro for an in-depth discussion in this video Create a call to action, part of Lead Generation Foundations.
- Your offer is only as good as it's call to action. A call to action, or CTA, is a button or link that entices a prospect to take action. For right now, we'll focus on CTA's that are on websites. Today, a call to action needs to be so much more than the "click here" button of the past. It has to align with the page content and what the customer needs, and move the customer through the process quickly and easily. You've probably seen plenty of call to actions on websites you visited, like free trial, subscribe, or contact us.
But which call to action is best for your customer and your business? Let's talk about six best practices to design and place your call to action. Make it easy to find so it will stand out from other links. Use bold colors that stand out from background colors. Try a color that you haven't used elsewhere on your site. It should be big enough to see, but with plenty of wide space surrounding it. Place the CTA above the fold. Believe it or not, above the fold is a really old newspaper term, but that's true for websites today.
This means the call to action should be visible when people first load the page without having to scroll down. Use brief, action oriented words. You call to action should be no more than five words. Remember, less is more. Use first-person speech, because research shows this creates significant lifts in clicks. For example, "create my account' is more effective than "create your account" or "create an account." Place the CTA on the right page that aligns with your customer's decision journey.
Let's talk about a few examples. When someone is evaluating their options, use a "sign up now," button for promotions or sales. "Add to cart," works really well when somebody views a product and is ready to buy. Use a "subscribe" or "share" CTA on your blog, so people can share their experience. Create a sense of urgency so people will act now. Which offer would you click, "sale,' or "50% off, today only"? Align your call to action with the page content and what the customer needs to motivate leads to take action.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results