The standard call to action has become far too recognizable for the Internet savvy masses who know a hard sell when they see one. They know when they click “Sing Up Here” that they are likely going to receive spam. They know that when they click “Buy Now” they are going to have to spend money. And while these will still work for products and services that customers are actively looking to purchase or sign up for, it becomes a harder sell to pull off when you’re marketing niceties rather than necessities.
Writing a More Actionable Call to Actionable
When you have a product or service that you’re marketing which can best be described as “nice to have but not something I can buy on a budget,” you have to really think smarter about your pitch. This all culminates in the call to action, a place where you should be removing the final friction in the prospect’s mind, getting them to click on that button.
To illustrate the best way to accomplish this, let’s look at three great strategies:
1. Illustrate Product or Service is Risk Free. If you are offering a service or product that is risk-free to try, show this through your call to action. A great example of this is Crazy Egg who uses the very successful CTA, “Show Me My Heatmap.” The prospect knows that they can get a sample of the service at no cost with no pressure to buy unless they like what they see. This works best with products or services that provide an ongoing report. Seeing your heat map for your website is going to help you, yes, that’s the point. But imagine seeing it constantly and with increased tracking statistics and analytics. That’s the selling point after the CTA.
2. Demonstrate Customization. Another way to really capture a lead with your CTA is to let them have some fun within the system before asking for the sale. For example, Manpacks is a website that allows users to bundle up their own “manpacks” consisting of manly things like razors, condoms, shirts, etc. Their CTA is very simple and very effective: Build Your Manpack. It speaks the language of men, mainly to “building” and the idea of customizing your own “manpack” before you have to part with your money at the POS further engages the prospect.
3. Give Actual Action. Finally, a great way to really get your CTAs more clicks is to actually put the action right into the wording. Perhaps the most widely-known use for this is with the eCard industry. Instead of saying, “Sign Up for an Account” or some other common CTA, the biggest eCard suppliers use some variation of “Send an eCard Now.” The CTA doesn’t bring up the costs or any mailing lists, it simply says to send the card now. This works well with any type of service where you can send a gift to someone, but is translatable across the boards. What is the final action that will take place? “Get Your…Now.”
Language and Results
As you can see, the CTA is more about how you word things and less about what the client is actually doing, at least, that’s how the client should perceive things. There should be a tie in with emotions through the language wherever possible. The “Manpacks” CTA does an amazing job with this, build something and feel more manly!
Unfortunately, not enough marketers spend enough time on their CTAs, instead just slapping up the standard “Click Here” bit.
The last thing we want to hear from our leads is one simple word: No. No is the death of a sale, the end of a funnel, the loss of a lead. So while it might seem pretty obvious that you want to give your leads more chances to say yes, some internet marketers don’t follow through with this. For example, think about the classic website that you land on after a Google search. You read through the content and at the bottom, there’s a link that you can click to learn more, or in reality, make a purchase.
But why is the only option to say “yes” all the way at the bottom? What this essentially means is that every other spot on the page is a chance to say “no.” That’s bad marketing. You never want more chances to opt-out than to opt-in. So what’s the solution? Make it harder to say no by giving more chances to say yes!
Increased Calls to Action
First up is the obvious: increase the number of CTAs you have on your site and in your copy. Now, this doesn’t mean simply put links at the top, bottom and middle of your content, get creative with it. Opt-ins and other calls to action can be placed all over your site, in the banner, on the side scroll, in a pop-up. The more chances you give your leads to say yes, the more likely it is that they will. If you make them search for a CTA, chances are you’ve already lost the sale by that point.
Remember, the three tenets of every good website are that the viewer should get there and immediately know:
1. Where they are
2. What they can do there
3. Where and why to do it
The third tenet is the one to be concerned with here, if they don’t know where to click or why, your page has failed. Which brings us directly to our next point, the why.
Back in the simpler days of online marketing, having one reward would be enough. Give me your email and I’ll send you a free eBook. Sign up for this newsletter and you’ll get 15% off your next purchase. But with so many different avenues of traffic, it only makes sense that you should have multiple levels of rewards. Yes, get the free eBook by joining my mailing list but also get 15% off by liking me on Facebook and get a free website health report by entering your website URL here.
The more points of contact you wish to produce and maintain with your leads, the more rewards you should offer to increase the viability of those contacts. Remember, most people are fairly savvy about what happens when they give a like on Facebook or a follow on Twitter, as savvy as they are about the spam that occurs when they give out their email address. Prove to them that there is value attached to each of these channels by giving them actual value for connecting.
Make the Choice Clear
One of the most effective CTAs out there right now include a combination of a pop-up, a reward and making it very difficult to say no. You’ve likely already seen it on QuickSprout or WordStream, when you’re surfing the site, a seemingly random pop-up occurs with a question that has a very pointed answer. You then have the option to say yes or no, with no being a fairly ridiculous choice so that you have to mentally admit that’s your intention.
For instance, a website about money investment might have a pop-up that says, “Do You Want to Learn How to Invest Like a Pro?” The two choices would be:
Yes, I want to retire early
No, I’m fine living paycheck to paycheck
Which would you choose?