Examples of Calls to Action Used by Top Digital Marketers
When it comes to digital marketing, what you say is as important as how you say it. Writing good calls to action isn’t as easy as we may think. Your content is important, but how you drive traffic to your website for conversions depends entirely on the call to action you use.
Whether you’re putting call to action buttons on websites or social media pages, make sure you’re doing it right. Check out these tips for writing the perfect call to action, and don’t let amateur digital marketing mistakes happen to you.
Why Every Digital Marketer Should Know How to Write the Best Calls to Action
Writing a good call to action can be tricky if you haven’t done your research. But it’s hard to know what works and what doesn’t when social media changes so often to begin with.
Let us share with you 20 foolproof tips for writing a call to action and seeing measurable results in your digital marketing strategy.
Make Your Call to Action Pop
Leave Enough Space
The more space that sits around your call to action button, the more likely it is to grab attention. Don’t clutter your words around it or other images.
Some digital marketers try to be subtle by making the call to action button more discreet in the text or among the images. This can easily backfire on even the most experienced marketers because it won’t stand out enough.
Let your call to action have its own space and its own shining moment so people can find it easily and will want to click through.
Use a Different Colour
In the same way that leaving enough space makes your call to action button pop out, you also need to make sure it stands out with colour.
Don’t use some generic, neutral toned colour to get people to click. You want it to be exciting and encouraging to people who are interested in your product or service.
The bigger your call to action button is, the more people are going to see it and want to click on it. This is pretty obvious, but many times companies still use a tiny little picture in the bottom corner.
This is not to say that you should make the button massive and take up the entire screen, because there’s a level of obnoxiousness that some digital marketers often cross. However, do it right and you’re looking at a lot more audience attention.
Position it Perfectly
Positioning is everything when it comes to effective call to action buttons. It can’t be too in-your-face, but it also can’t be so out of the way that they don’t notice it.
People, as consumers, don’t really see things, even if you think it’s obvious. You need to make sure that your call to action is right in front of their eyes, or at the top & bottom of whatever content they’re looking at.
The more they see it, the more they’ll be likely to click on it.
Make it an Ideal User Experience
Put Your Call to Action Everywhere
You’re limiting yourself when you have your call to action on just one page. So many people make the mistake of only having it just on the homepage, but people spend more time on your other pages as well.
Putting your call to action on every page can increase your opportunity for conversions to a sale, registration, or whatever you’re trying to get customers to do. Keep it in the back of their minds by constantly showing up while they browse.
Keep it Simple
If you’re getting users to fill out a registration form or to sign up for your newsletter, avoid having them fill out unnecessary information. This can result in people bouncing off your page or cancelling the signup process halfway through.
People don’t want to spend time filling out forms that ask them for too much information.
Think about how many times you’ve opened a form, looked at all the spaces to fill in, and decided against it because you either didn’t have time or you didn’t care enough. If you’ve never done this, you have more patience than the average Internet user and are an anomaly.
The more complicated you make the call to action process, the less people are going to convert. Don’t them have multiple steps to do. Keep everything together and in one place for an easy user experience.
Use a Variety of Call to Action Buttons
Don’t always use the same call to action button on every web page you have. This is boring and generic, and people often notice these types of things.
Mix it up and create multiple buttons with either different images or different call to action copy. This will make it look less like you’re using the same template over and over and more like you’re actually putting thought into your content.
Sweeten the Deal
Give users a reason to make the click.
You have to offer something as an incentive for signing up or registering for your product otherwise people won’t be as tempted.
For example, you’ve probably noticed that most magazines offer a free issue when you subscribe for a year.
One suggestion could be an online-only deal where they get a certain percentage off for signing up on the website.
Another idea could just be getting them to sign up for a free quote. While you might not make money from that customer immediately, you’ll be getting more of their business in the long run and can secure your return on investment.
Take Advantage of FOMO
Another common tactic that digital marketers use quite often is fear of missing out (FOMO). This essentially refers to the idea that someone has a fear of missing out on something that could be awesome.
By saying no to a deal, what is the customer missing out on? Make them wonder this enough to click through and commit to your product.
Use this in your call to action by reinforcing a limited time frame, or a “don’t miss out” approach. Exclusivity is the key here. Phrases like “only a few left!” and “one-time offer” are perfect for this.
Provide an Option For Users to Log in With Google
People are more inclined to sign up for a product, website, or service when they can sign in with their Google account.
Firstly, this is quick and convenient and saves them the hassle of having to create a new password to remember.
Secondly, users feel more secure when they can sign in with Google and will be more inclined to pick an option they trust. Google is a secure company who keeps information private, more so than smaller websites.
When your website has a big name like Google connected to it, they’ll know that they can trust your company. Therefore, they’re more willing to invest their money in it.
Don’t Force the User to do Anything
Some websites have used call to action pop-up windows that have prompted for an email before the user can continue to the website. This is a huge bounce rate factor and will likely not work out for you.
People don’t want to be forced to submit their email to you just to view your website. If they have to do this, they’re going to go somewhere else and you’ll lose their business.
Use Pop-Ups Sparingly
On the pop-up note, it’s best to use these call to action windows on a minimal basis.
Most people hate pop-ups and get very annoyed by them, so you don’t want to be one of those brands that does this.
People are also not likely to sign up for your product/service if they haven’t even looked at your website yet, so you won’t get as many conversions this way to begin with.
Having one pop-up is fine, but be careful where it comes up and how it does so. Is it obnoxious, in the user’s face, or preventing the user from clicking away? If you answered yes to any of those questions, don’t use it.
Optimize Your Choice of Text
Utilize Your Words
Using trigger words is an obvious, but effective method of getting people to click through and make a conversion.
Think of words that will make customers want to take action. “Call us,” “sign up now,” or “give it a try” are all words that tell your audience specifically what you want them to do.
You also want to begin the call to action with a strong command verb. Depending on what your business is, this will be the action you’re getting your audience to take, like “buy,” “click,” or “subscribe.”
Think About Phrasing
Instead of just getting customers to “click here for a free quote,” try wording it differently so that the customer thinks they’re solving their own problem.
For example, you could have it so the buttons say “I’m looking for…” or “Show me…” This way, it’s as if the user is telling you what to present to them instead of you asking for them to buy your product.
It seems simple, but these types of minor mind tricks can really change the way people think because it taps into the psychology behind consumer behaviour.
Don’t Be Basic
Stand out by avoiding basic phrases and choosing something more exciting instead. This doesn’t mean you need to add in a bunch of fancy words for clickbait purposes.
It could be something as simple as re-wording the way you say something. It’s the difference between calling someone a janitor and a janitorial attendant. It’s the same thing, but one sounds more appealing.
“Download our app” could be changed to “Get [product] at your fingertips.” See how the user could be more attracted to the second option? Try this out with your next social media post.
Have a Sense of Urgency
Getting your audience to act now is a key part of your digital media strategy. Don’t give them an opportunity to mill over their decisions and maybe consider another option later.
In the social media world, everything is instantaneous and done with a sense of urgency. No one wants to spend more time than they need to when they make a decision or consider a new product.
The more people you get to sign up right away, the more customers you have in the long run.
Try Throwing in a Number
If you’re selling something, try using a price point in your call to action. It doesn’t need to be the exact price, but it can be something like, “shop now for dresses under $30!”
If the customer sees right away how good of a deal they’re going to get, they won’t want to miss out on it.
This tactic also latches on to that FOMO idea, where they think they might be missing out on a really good deal finding a dress for under $30. They’ll be more inclined to accept that offer at that moment instead of waiting.
Hype it up
In the text before you place your call to action, hype up your product or service. You’ve likely just spent an entire blog or social media post talking about the product, but this is really where you have to sell it.
This text is right beside your call to action, so you want to make sure that they like what they see and will click through as soon as they see the button.
This is kind of like a final kickoff, where you wrap up all of the benefits the person is going to get and put them all together.
Keep it Visual
Put Your Call to Action in a Video
People love videos. In fact, Facebook video marketing is proven to be extremely effective in your digital marketing strategy.
More people are going to watch a video than they are going to read a blog post, so utilize this by putting your call to action right in the video. YouTube has a feature that you can use to make your link pop up temporarily within your clip, and then users can click away from the site to your own site.
You can also put your call to action in the caption of the video or at the end with a link that your audience can visit.
Put Your Call to Action in an Image
While you might have already thought to do this, many companies are still just using a clickable phrase at the bottom of their content.
It’s much more appealing for the user to click on an image instead of just a few words put together with a link. In fact, if you have just a link your site will look pretty amateur.
The majority of social media marketing right now is all visual, so this is an asset to your strategy that you need to be using for everything, not just calls to action.
The Bottom Line
Your call to action is the most important part of any piece of content you put online, and it’s the key to all of your digital marketing strategy. If you don’t use this properly, you won’t be getting the conversions and metrics you were hoping for.
This is where you guide your users to the finish line, complete the conversion and leave someone with a happy purchase. Everyone wins!
If you need help coming up with your own call to action or social media marketing strategy, VPDM can help.
Contact us today to talk metrics and figure out your own digital marketing strategy!