The way your call to action is crafted can make or break a marketing campaign. Optimizing your call to action (CTA) can only be achieved through thorough testing, but there are some basic best practices to start with that can set you on the right track.
Structuring your CTA begins with knowing your audience. To know your audience, you need to understand the audience’s needs, demographics about your visitors or subscribers, and their expectations. Another important factor is urgency; does your offer require urgent action, such as a flash sale? Or will this come off as needlessly pushy? Understanding your audience is key to answering these questions.
The expectations of your audience should also be used to structure your call to action, in both landing pages and emails. What your audience expects from the interaction will tell you a lot about their needs, and their sense of urgency. Try to think of what your visitors are doing before, during, and after viewing your campaign. This thought process will help to understand your audience at a greater level, and help set a place to begin testing your campaign copy, headlines, and call to action.
Being direct with your call to action, forms, copy, and headlines helps your audience understand your intentions and simplify the process. Your customers (should) know what you want, so marketer’s need not be afraid of asking. Being direct helps to make your call of action more convenient. This makes it easier and simpler for your visitors to take action.
Crafting the correct structure of the call to action will depend on the factors above. But regardless of the needs, demographics, and expectations of your audience, more importance should be placed on elements ‘above the fold.’ This is important as something needs to grab the reader’s attention right away. Without a captivating headline, interesting copy or graphics, it decreases the likelihood your audience will scroll down and take action. Ordering your information by importance can be step one in creating your landing page or email message. Start here, and then learn the best ways to optimize your content by conducting A/B testing.
Place an emphasis on writing a great headline, or captivating image. This is key to the structure of your call to action, and is an element that is present in nearly all highly converting landing pages and emails. Testing is very important, as even a very small change can have a huge impact on conversion rates and clicks.
All in all, a great call to action is one of the most important factors of any marketing campaign. While there are some basic best practices and rules that should be followed, using advanced testing methods, as well as understanding user intentions and data will be what puts your CTA on top.