The most important thing to remember when thinking about Calls to Action is that online users want to be told what to do. They want to know exactly what you are offering on your website, and they want a direct command to do so. If you ever notice your conversions dropping off, or if you have a high CTR but low conversion rate, the first thing you want to ask yourself is: What is my conversion?
The best contacts and resources to help you get it done
Define your conversion - it should match your call to action
Take a good look at your landing page. Is your conversion point prominently placed on the page?
Your Call to Action is a persuasive statement to compel a user to perform a conversion.
Do you want the user to:
- Buy a product?
- Submit contact information?
- Download a white paper?
- Sign up for a demo or trial?
Whatever you want the user to do when they land on your page - write it!
Examples Based on the Above Conversion Acts:
- Buy This Thingamajig Online for Only $19.95.
- Request More Information Today.
- Download Our White Paper.
- Sign Up for a 30-Day Trial Today!
I recommend: Call To Action: Secret Formulas To Improve Online Results (
http://www.calltoactionbook.com/) is the definitive guide for Calls to Action.
Write your ad using the same call to action language on your landing page
Users want consistency and a clean transition from clicking on your ad to meeting your landing page. Build user trust by using the same language.
For example, if your landing page asks users to
Download Your Trial Version Here.
Consider writing your ad copy to include the Call to Action:
Download Your Trial Version Now.
In this case, you do not want to use a variation of the Call to Action. For example, "Get a Free Trial" would not be as effective, because it disrupts the language continuity users crave.
I recommend: ClickZ, a reputable online resource for marketers, has great articles, news, statistics and case studies. A great resource for PPC optimization techniques and advice.
(
http://www.clickz.com/)
Include your unique value proposition In your call to action
What makes your product unique? Why are you different from the competition? In short, why should a user buy from you instead of the other guys on Google?
Maybe you can offer immediate assistance with orders. Or perhaps you have the largest selection of inventory. Find out what makes you special, and include it in your Call to Action.
Examples:
- Buy This Thingamajig Online Today - We Will Beat Any Competitor.
- Get Instant Online Quotes.
- View the Largest Selection of Thingamajigs Now!
I recommend: Define your Value Proposition. A good article on the subject can be found here:
http://www.marketingexperiments.com/improving-website-conversion/value-proposition.html
Remember the "action" in call to action!
Your Call to Action should include a strong and compelling action verb.
Examples of Strong Action Verbs:
- Buy
- Shop
- Watch
- Compare
- Download
- Test drive
Examples of Weak Action Verbs:
I recommend: Search Engine Watch has great content on Calls to Action (
http://www.searchenginewatch.com)
B2C ads should have different calls to action than B2B ads
Business-to-Consumer advertising is slightly different than Business-to-Business advertising. In B2B advertising, users are more likely to be in the information-gathering part of the sales cycle.
This means that your Call to Action should be appropriate to the product you are offering.
For consumer products, strong and effective Calls to Action include:
- Buy now!
- Receive 50% off!
- Order Yours Today!
The above Calls to Action would not be effective for B2B advertising.
Use these for B2B ads:
- Test-drive a trial version.
- Watch online demo.
- Compare prices.
- Download white paper.
I recommend: Consult online articles written about the difference between B2C and B2B advertising and marketing. A good article can be found here:
http://www.vista-consulting.com/marketing-articles/b2b-b2c-marketing.htm
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