A call to action can be described as “a piece of content intended to induce a viewer to perform a specific act”. Essentially, it’s just telling your visitors what action they should take next if they’re interested. The best example of a call to action is “Buy Now!”.
When you’re giving a certain call to action, you need to be sure that it’s relevant and suitable for the context. For example, if you’re presenting visitors with a “Buy Now!” call to action button on a blog page, it’s not going to be suitable or relevant and will not interest visitors. On a blog page, the most relevant would be to read more or find out more; something that’s sending readers to read further or find out more information relevant to the topic discussed.
Calls to action are important as they help begin the process of a visitor turning into a potential customer
The minute someone follows an action, whatever it may be, you can focus on targeting them with relevant content suitable for the action they took. This way, you can build connections and relationships with them and help them take the steps to becoming a customer.
Here are some call to action tips to ensure you write the best possible CTA, to get the best possible results.
When you’re writing a call to action button, you don’t get a lot of space. You have to be clear and concise in your wording and get your point across straight away. You want your audience to know and understand what you want them to do and what they’ll get from taking action.
It’s good practice to start your call to action with the action you want them to take
For example, if you want someone to continue reading, start with “find out…”, if you want someone to buy something, start with “buy…”, if you want someone to sign up to your newsletter, start with “subscribe…”. These words may seem dull and unengaging, but they’re a brilliant way to actually get your readers attention and tell them straight away what they’ll get from clicking the button. The more direct and informative your call to action buttons are, the more they’ll persuade and entice your readers.
Words to Provoke Enthusiasm
A call to action needs to elicit enthusiasm. The more enthusiastic you can be, the more enthusiastic visitors will be. If you can make visitors feel enthusiastic, they’re more likely to take the action in front of them.
Enthusiasm can be created through the use of punctuation, for example exclamation points. Exclamation points automatically add emotion, they add a sense of urgency and grab people’s attention, making them want to take action or at least read the call to action.
You need to make visitors feel eager about clicking on your call to action
You want your visitors to feel that what they’ll be getting from taking the action will be worthwhile.
Another way to evoke enthusiasm is giving your visitors a reason to click through. Tell them what how the call to action will help benefit them. People want instant gratification, and so telling them what they’re going to get from clicking your button will work effectively as you’re promising this gratification.
FOMO is the fear of missing out. It is one of the biggest and most effective motivations. People never like missing out, they don’t want to miss out on opportunities that arise that lots of other people are taking part in.
Fear of missing out can be injected into calls to action by offering a promotion that won’t last forever
Human nature makes it very tough to ignore call to actions such as “... ends [Monday]” because it elicits immediate excitement and urgency. The more urgency you can inject into your call to action, the more people are going to take action because they’re scared of missing out and not getting involved with what other people are doing.
FOMO is one of the best motivations to give, especially if you time it well (for example, around Christmas when people are looking for presents if you’re selling something), give people targeted content that offers them what they want and inject urgency.
When you’re designing and creating a call to action, you need to think about the various devices visitors are going to use. You need to understand the varying device sizes, and therefore the varying screen sizes. All your call to actions need to be responsive to whatever the device size. Simply put, the smaller the screen size, the smaller the button needs to be to ensure every user, no matter the device, can easily click on the button with no risk of clicking on something else.
Not everyone will see your call to action on the same device
You also need to think about the wording of your call to action depending on the device. Typically, searches made on mobiles are ones that people want instant gratification from. They’re making a quick search for something they want instantly. Essentially, the majority of visitors who visit your website or something else on their mobile aren’t necessarily just browsing, they’re looking for something more - for an action to take. Perhaps try to create call to actions for those mobile users that are straight to the point and will instantly give them what they’re wanting.
Building a call to action isn’t just a matter of saying “buy now” or “fill out a form to get started”, it’s about getting creative and using more enthusiastic and enticing words. You need to make your call to action eye-catching, engaging and persuasive.
You will need to test what wording works most effectively for you and what sparks the most reaction
Without experimenting with creativity, you’re not going to understand what your audience reacts to best and what gets you the most clicks. Try to think outside of the box as much as you can; make your call to actions exciting and unique. Mixing up your call to action wording, making it different from the usual, will make it stand out from the crowd and entice visitors even more.
Being creative also means you can target people more - giving them an action that is targeted towards them and everything you know about them. The more you target people with your words, the more people are going to take interest in taking the action.
Consumers respond well to numbers, it’s just human nature. People respond well to seeing numbers that are discounts or pricing, for example. It’s said that it helps people to determine the value of something, or whether it’s worthwhile to utilise the promotion or discount.
A number can be anything. It can be a discount, a price, a number of days you’re running a promotion for, and so on.
Numbers are great for attracting people’s attention as they stand out from the rest of the content
Therefore, people’s eyes immediately go straight to the number and take notice.
If you’re wanting to use numbers within your call to action, you need to understand completely what the number means and if it’s relevant to you. If not, do not be misleading and try to use numbers to attract people. It needs to be suitable and real.
Crafting a call to action button is not always as easy as using “buy now” or “read more”. These are generic and, to many, not engaging or enticing. They can work effectively sometimes, but it’s important to experiment and get creative with your call to actions to see what works best and what results in the most clicks.
When you’re creating a call to action, you need to keep your visitor in mind
You need to understand their needs and wants, what language they like, what they get persuaded by, and so on. It’s also good practice to segment your audience and use these segments to create targeted call to actions. For example, if people are close to becoming a paying customer - if people know of you and keep visiting your site or something else - give them a call to action that may lead to the ecommerce shop or give them an offer for a discount, and so on. Targeted call to action buttons will, effectively, give you the best performance possible as you’re giving specific people the specific content they want.
Your call to actions are what converts visitors into potential customers. People taking an action enables you to understand what they’re interested in and how you can connect with them, building up a relationship.