Motivating Your Reader
Whether you place it at the end of your content and string it in lights or embed it more subtlety on your page, everything you do online should include a call to action. That means you strategically lead your visitors to do anything from continue reading to buy now. Follow these call to action tips to motivate your prospects to click-through or take other action while hanging out on your website.
Make Whatever’s Next Easy
You can incorporate marketing triggers and emotional copy on your site. Yet without instruction and capability, visitors can’t follow through with a call to action even if they want to. It’s certainly important to lead the reader or viewer to your conclusion, but don’t leave them standing at the end. Provide visitors with information about what you want them to do. Then, make the task as easy as possible.
- Want them to review a product? Put the information and image a click away.
- Want them to sign up for something? Only ask for the information you really need.
- Want them to read some information? Be careful about where you link them. PDF direct links, for example, can be annoying to some users. Plus they aren’t always friendly for mobile.
Understand Selection Psychology
Use selection psychology when designing buttons or other call-to-action mechanisms. For example, Acuity Scheduling used information from a user perception study. The study showed that, given three different options, users automatically discount the item that is most different. Understanding such psychology lets you lead users to desired outcomes by customizing call-to-action images to encourage certain user choices. A/B testing will also help determine what combination(s) get the most conversions.
Consistent Creativity When Using Call to Action
There’s a tendency to stick with what works, but you can’t ride coattails in marketing. Following the same call to action for every landing page, email, or social media profile can get stale for your intended audience. Eventually, users will become immune. Consistently use great content and tools for calls to action. Then change it up. See how variations in your brand, content, and calls to action might give you surprising (and repeatable) results.
How can we help?
Need to attract more visitors to your website? Need to improve website performance (aka contact form conversions)?
We are The Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.