You might think it’s obvious what a person should do once they’ve read your article or post. However, you’d be surprised. Without a call to action that specifically tells people what to do next, most people will just click away.
Where Do You Use a CTA?
In a sales message your call to action is part of your closing. It usually wraps up your sales page. You might follow it with other copy elements like a post script, a guarantee or other motivators. You can also include a call to action in other locations on your sales page. In fact, many people recommend including a call to action above the fold of your message. Above the fold means that your readers don’t have to scroll down to see the call to action.
This is certainly a tactic to test. You can test an above the fold CTA along with placing it in a few more strategic locations on your sales page. However, regardless of how many calls to action you have on your sales page, always end the page with a CTA.
Keep it simple. If your call to action (CTA) is complicated it’ll just confuse the issue. Two or three words are best. Additionally, make sure your call to action is easy to spot. Create a button. Use formatting like bold font, underlined or a colored font to draw attention to it. Use simple language too. “Purchase now” is a lot less effective and compelling than “Buy now.”
Consider including a few psychological or motivational devices in your call to action. For example, urgency or scarcity – Buy now before the price goes up to $99.95. Or buy now because items are limited. Basic CTA action verbs are call, buy, register, subscribe, donate, show me, etc.
Test your call to action to determine what works best for your audience. A simple tweak can make a major difference in your conversion rate. When in doubt, visit other sales pages that you like and model their call to action statements, modifying them of course to fit your unique needs.
Here are a few CTA’s to get your creative juices flowing:
Buy Now – Download Here- Sign up now – Get Started Today – While Supplies Last – Show Me How – Take Our Quiz – For Faster Service Call
And, for some visual inspiration, visit Design Shack’s post 25 examples of convincing call to action buttons.
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