Having a call to action on your website sounds like a great idea, but unless it works, that’s all it is: an idea. So let’s turn that idea into a reality by creating a call to action that works!
A call to action, or CTA, is a prompt that allows visitors on your website to perform a requested action. A CTA should be simple, direct, and easy to follow. A CTA is used to turn a page view into a customer or returning visitor. Be careful because the wrong CTA can send your web traffic packing and never look back.
This is why it is important to create a call to action that works for the website you have. Don’t worry, there are different CTAs you can use for the job, you just have to know which one you should use.
The first call to action that works (and one that also sets you up to incorporate additional CTAs) is the “subscribe” prompt. This can be a prompt to subscribe and unlock free premium content, or a prompt to subscribe and save money.
We have all been on a website where a box pops up that tells us we can save an additional percentage off of our purchase if we subscribe to the website’s newsletter. This is one of the most effective ways of turning a prospect into a customer, and also a way to get customers to return to your site (more on that in the CTA #2 below).
Brittany Leaning with Hubspot discusses sign up CTAs by saying, “In this type of CTA, the audience might be invited to sign up for a free trial, an online course, a future event, or even a software product. It all depends on the CTAs context on an ad or website.”
Leaning continues further and discusses the subscribe CTA and says, “This CTA doesn’t commit a person to a purchase. Rather, it invites them to receive updates from the company. “Subscribe” CTAs are common to company blogs, for which the business wants to develop a readership.”
One of the best ways to get costumers to return to your site is by sending an email newsletter or flash sale coupon that tells customers that today is the only day they can save X% on an item or service. These types of CTAs are highly successful at bringing customers back to your website and generating revenue.
Billy McCaffrey talks about FOMO, or “fear of missing out,” in his post at wordstream.com by saying, “Fear of missing out, otherwise known as FOMO, is an extremely effective motivator. When people think they might lose out on an opportunity that might not come around again, they’ll be mighty quick to hop on the bandwagon. One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever.”
Free trials are a great way to gain customer information without giving away the farm. Everyone loves a freebie, and free trials allow you to turn a potential prospect into a returning customer.
Customers are less likely to purchase from your site if you aggressively pressure them to buy without answering any of their questions beforehand, and most users had rather not ask questions directly; they had rather find the answers listed clearly on your site.
This is where the free trial is effective. It allows a curious user to test the product without committing to a purchase, and if you really want to keep that customer coming back for more, ask them to opt-in to subscribing to a weekly or monthly newsletter.
Neil Patel at neilpatel.com explains how important free trials can be. He says, “It’s vital to guide your visitors as they go through each stage of the buying process. This helps you to identify what’s effective and what you can ignore and hit the green button to buy. There’s a way to balance the customer’s needs and objections that’ll help you increase your conversion rate.”
Neil continues with more information about free trials, as well as guiding customers through the entire buying process on your website by using a call to action.
Creating a call to action will keep customers coming back for more, and Content Lever is here to help. If you need help posting quality content with a fail-proof call to action, give us a try today. There are many packages to choose from and we are ready to help you get started today.