The term ‘Call To Action’ is used so widely across marketing efforts that there is some ambiguity as to what it is and how it should be used.
What Is A CTA?
Why Are CTAs Important?
1. Increased Conversion Rates
The goal of any CTA is to convert. This means converting a cold contact into a lead who is aware of the brand into a new customer, and converting that new customer into a loyal, repeat customer.
Time and again, when CTAs are built right, they help organisations dramatically increase their conversion rates. A recent study has found that for any given blog post, between 47% and 93% of the leads that the post creates are directly produced by anchor text CTAs (i.e. the links that are embedded in a post’s text). This same study found that, in the end, anchor text CTAs tend to boost conversion rates by well over 100%. Naturally, the same type of results can be seen offline in paper-based content. A brochure that includes a thoughtfully designed CTA will drive conversions.
2. Improved ROI On Advertising Efforts
The value that CTAs bring to ads can be seen in how popular they are on Facebook ads. Recent data has shown that CTA usage across ads on Facebook has grown from about 46% in 2015 to about 70% in 2018. The reason for this growth is that companies see how it directly affects their digital advertising ROI in a very positive way. In fact, when the numbers are crunched, a CTA button on Facebook can increase click-through-rates by 185%. And as with the previous point, the same logic extends to printed material that a company invests in. Every business brochure costs money to print and every organisation should be sure that each one is doing its job to bring money back.
3. Audience Growth
4. Consumer Preference
What Are The Different Types Of CTAs?
1. Website Leads
2. Event Awareness
3. Sales Converter
4. Persona-Building Forms
5. Lead Nurturing
6. Further Content
7. Social CTAs
8. Product And Service Suggestions
How To Create An Effective CTA
- The CTA needs to stand out. One of the better ways to do this is make it slightly larger than the surrounding text and provide some free space around it, creating a clear frame that draws the viewer’s eye.
- Make the CTA actionable. As previously discussed, consumers like clarity so make it clear what you want them to do next.
- Limit your CTA choices. People don’t like making choices, so provide one clear option to take.
- Create a little urgency. FOMO is real. If you create a limited offer, you’ll see its popularity sky rocket. Nobody wants to miss out on a great deal, so instead of taking weeks to weigh their options they’ll make their decision on the spot.
- Make it easy to say yes. This means reducing all the hurdles—make the offer easy to acquire and require as little information from the lead as possible.
Contact us today to arrange a complimentary consultation and find out how we can help you generate more sales for your business with improved marketing material.