You’ve taken the customer on a journey through your ad or site, now it’s time for the hard part – getting them to take action.
In content curation, your call-to-action (CTA) is the phrase or button on your ad or site which moves the user on to the next stage of the consumer process – for example, “Buy Now,” “Free Trial” or “Get More Info.”
This might sound simple, but whether used on your website, ad or in your email marketing, getting your CTAs just right is absolutely crucial. The process needs to be intuitive and the path to conversion made crystal clear. Lose your user, even for a second, and you run the risk of them going elsewhere.
Putting effective CTAs together can be easy, provided you know how. Here we give you 15 actionable tips for writing clickable calls-to-action.
1. Make your message explicit
This first content curation tip is the most important. Some users have no intention of clicking and there’s not much you can do about that. Make it easy for the ones that are interested.
Let your audience know what to expect when they click on your ad. Include no unnecessary information. Clear and direct messages will attract your target audience and dissuade the ones you don’t want from clicking.
2. Shorter is sweeter
For a button, we’re talking two to five words tops.
3. Begin with a strong command verb
Great copywriting is essential. While knowing what industry-specific phrasings or messaging your potential customers would respond well to is always valuable, simple command verbs like “Get,” “Buy,” and “Order” are all good places to start.
4. Create a sense of urgency
FOMO (or “Fear of Missing Out”) can be a powerful motivator. Create a sense of urgency – simply including words like “Now” or “Today” can yield some impressive click-through rates. Use buzzwords that stir up enthusiasm and emotion, phrases like “Design My Dream Kitchen” and “Start Your Exciting Trial Now!” ( exclamation points also work a treat).
5. Use first-person speech
In an Unbounce study, Michael Aagaard discovered that changing from second person (“Get Your Free Demo”) to first person speech (“Get My Free Demo”) earned a 90% increase in clicks! Simple, but a no-brainer!
6. Think outside the box
Your content curation, like all your copy, should be created to set you apart. Spend extra time looking for fun, creative or interesting language to work into your CTA text.
7. Numbers work
For example, “Get 25% off my first order.” Customers like to see a tangible benefit.
8. Let the audience know what’s in it for them
Communicate your USP in a way that lets them know if they will save money, lose weight or do their jobs better, for example, “Get your free credit report.”
Shape, size, font and colour are all important when it comes to designing an effective CTA button. Kissmetrics reports that orange is the best colour to use because it is aggressive and inspires action. Green also works because it is easiest for the eyes to process.
Used sparingly and provided they are used in the right context, certain graphics and arrows can entice the user to click.
11. Stay above the fold
This applies to all vital information on a web page. If the user can’t see it immediately, they may well miss it.
12. Work that white space
Make your CTA stand out by sitting it in a healthy chunk of white space.
13. Think like a user
The natural reading flow is downwards and left to right. Keep this in mind when it comes to CTA placement. Bottom-right is usually a winner.
14. Be device-specific
These days, devices are laying down the law in content curation. It sounds obvious but if your target audience is most likely to be looking at you on their mobiles, make sure you optimise all the way.
And finally …
15. Testing, testing …
We can’t stress the importance of this enough. A/B testing works wonders as even the smallest changes can make the biggest difference. Colour, style, placement, text – test them all and test them well!