While it may make sense for many people looking to build brand and make a huge marketing impact, they often severely neglect or completely overlook the power of call to actions, or CTAs, on their blog.
Call to actions are incredibly effective, but only if properly designed and implemented. There are a number of things companies and bloggers can to do to really amplify and increase the effectiveness of their CTAs on their blog.
There are some important aspects of effective CTAs that every blog should employ in order to ensure successful conversion rates and get those readers clicking. By adhering to these principles and goals in developing CTAs, you’ll be able to turn more of your visitors into subscribers and buyers.
Let’s dig right in:
The amount time a media consumer or browser’s eyes will glance over your CTA will be mere seconds.
There needs to be something that draws the consumer in instantly. There are few better ways to do this than to advertise that there is some urgency, or the idea that a deal will “END TODAY” (which is a good example). This is also the power of “flash sales“.
Similarly, evoking the concern that will initially draw people to your website is just as important. Reminding consumers that “The time to x is now!” can be a very effective way to vitalize CTAs and draw consumers interest and eventual action.
The most effective call to action is an easy and simple call to action. Many Call To Actions are convoluted and obtrusive, and even if the user is interested, they may ignore your popup or link because it is annoying or distracting.
It takes a ton of work to get a consumer interested in a brief call to action, and it is painful to watch that user give up on something he would have otherwise clicked by overdoing your graphics, or trying to force the user to click.
So, keep it simple and easy. People that are truely interested will click, and those that aren’t will be able to easily browse your website without being frustrated. This makes your website easier to browse, and makes your call to action more effective.
A Call to action’s main purpose should always be to succinctly and interestingly convey the value of whatever is being offered.
This includes (but is certainly not limited to) pricing, sale value, and deliverables. This will give your visitors a reason as to why they should click. Being honest (and properly communicating the value of your call to action) is essential.
Humans are emotional creatures, and by catering to human emotions, you’ll dramatically increase your click-through rates.
Whether it makes them laugh, smile, question, worry, or empathize, you’ll grab your visitors interest and encourage them to pay attention to your call to action. Humor has long been an effective sales tool, and may work well for your campaign. We’ve even seen call to actions that, instead of saying “No” when choosing not to opt in, will say “No, I don’t want to become a marketing professional”. It made us laugh, and I’m sure it’s worked on other people as well. You almost feel silly clicking “No”!
It’s easy to forget about this emotional touch when you are closely monitoring traffic numbers and figures, but it can be the difference between a mediocre campaign and an incredible successful one. This is one more step towards having a well-rounded and powerful CTA.
So now that the essential character of a powerful and evocative click to action has been explored, the next step is to explore the specific things that go into designing and creating powerful CTAs for a blog.
A small and puny click to action will be glossed over no matter how effective it’s copy and graphics are. The best way to ensure high conversion rates is to make your click to actions large. If it’s easier for the consumer to read it than it is to gloss over it, then you’ve done it right.
This shouldn’t be confused with drowning your site visitor with such a huge CTA that they feel like the entire page is an advertisement; it’s just saying make it hard for a consumer to ignore it. Bright colors are useful, as well as attractive graphics and buttons. Choosing a different color from the rest of your theme will help draw attention to your call to action as well.
Using verbs empowers the reader and clearly demonstrates what they can do once they opt-in. If anything, it adds some life to your copy, and makes it sound less boring. An example might be “Jump Head-first into Marketing Your Website with Our eBook!”, as opposed to “Download Our Marketing eBook”. Much more interesting, isn’t it?
We’ve seen the same call to actions over and over. Free eBooks. Free downloads. Special Deals. Blah, blah, blah. And these aren’t even the really bad examples.
Make your call to action unique to seperate yourself from the rest of these websites. This will pique your reader’s curiosity and encourage them to learn more. Put some time into crafting a unique pitch, as you only have a few seconds per visitor to grab their interest. Choose wisely; it’s very important.
People like free stuff. Free is easy to sell.
Consider giving away a free trial, or some sort of free deliverable for your visitors. It’s much harder to sell people something within your blog than it is to give away a free service. Once your visitors are wowed by your free service, it’s easier to then turn them into a paying customer. The former is much more difficult, so take advantage of your call to action to get their foot in the door first!
A call to action can generate many extra sales and conversions than you thought was possible to squeeze out of your blog, and by adhering to these guidelines, you can ensure that you annoying your visitors. Create something simple, attractive, unique, and interesting, and people will be much more willing to check it out.
So: what are some successful call to actions you’ve used on your website?