6 Types of CTAs to Improve Conversion Rates
Isn’t it amazing how a small button in your marketing messages can bring new life to the entire concept of sharing information and walking your potential customers smoothly towards your marketing goals? This tiny button is known as call-to-action (CTA), which is generally an image or line of text that prompts your web page visitors, leads, and customers to take action related to your marketing strategy. Though it may sound like developing a CTA button is easy, as sometimes it very well can be, that may not always be the case.
To leverage the best benefit of a CTA, you need to strategize a CTA that serves the purpose of your marketing objective. Most importantly, you can never use a one-size-fits-all CTA as each of your marketing messages, should have a different goal.
While developing a CTA, you need to consider a few things; such as the marketing objective, page where it is being used, and target audience. CTA buttons are used in every stage of your marketing campaigns such as lead generation, conversion, promotion, and many more. You should note the differences in purpose for each use case. CTA’s, although on the surface accomplish similar goals, take shape in one or two major forms. These forms should never be selfish in nature. Consider how your CTA will establish a relationship with a potential customer. So, you should be developing CTAs that will either help customers find what they’re looking for and offer them what they need.
Here are six different CTAs that can help boost your marketing campaign’s conversion rates:
- Lead Generation CTA:
The first CTA clicked by your customers in their lifecycle as a buyer; is during the lead generation. The CTA you use here decides the progress of the potential customer towards developing as a successful buyer. As such, the CTA you use here should be able to convert visitors into leads. Lead generation based CTAs should be placed in strategic positions and pages where the content aims to generate leads and sees a variety of high percentage of new visitors.
You can place lead-generating CTAs in the sidebar, and maybe even as a floating banner in the corner of a web page. Try to make the CTA eye-catching, complemented by nice, crisp content that communicates its value. Divulge insights into what the reader can expect by clicking the CTA button. Lead generation CTAs are sometimes more effective than a general newsletter subscription CTA since lead generation based CTAs can be customized for each page.
- Newsletter Subscription CTA:
Once your lead generation CTA works successfully and your potential customer gets excited to know more about your company, you should ask them to subscribe to your newsletters. First, you will need to place a CTA on sites that you think can attract new customers. Next, by directing them with clicking, lead them to the form you want them to fill with their personal information. This will also help you build your customer database. Just mentioning ‘subscribe to my newsletter’ may not be compelling enough to push your potential customers to sign up for a subscription. Instead, try to be more creative. Draft CTA copy related to the benefits of the subscription to get more subscribers to your newsletters.
- Form Submission CTA:
A ‘Submit’ CTA you place at the end of a form, collects the potential customer’s information to build a company database. Additionally, this type of CTA helps interested candidates register themselves for your business services. This is the third time your potential customer will come across a CTA, keep in mind, that it has a completely different purpose. This CTA should be distinguished and have interesting copy to replace a simple ‘submit’ function. Try to craft it to be actionable and specific to the marketing offer.
- Learn More CTA:
This is oftentimes the most used CTA on your homepage. In this scenario; you should provide a brief description about what you have to offer as a service or product. This CTA serves the purpose to direct visitors deeper into your site.
Additionally, the home page is generally the first page where your potential customer lands. Thus, developing insightful Learn More or Read More CTAs, can easily guide users to the page of their interest. These prompts should be convincing enough to make the reader click it.
A “Learn More” CTA can be placed at the end of the first paragraph of original content. Clicking it will give your potential reader more information about your services by taking them to the right page. It can be used for blogs and other resources besides your categorized services. Also, it is important to re-check to ensure your Read More CTA is linked to the correct corresponding page to create zero confusion for your target audience. Learn More CTAs help identify the most engaging post(s) by calculating the number of clicks on each CTA.
- Purchase CTA:
After you successfully convert your potential clients into leads, it’s time to nurture them to the point until they convert into buyers. Purchasing CTAs are more or less, lead nurturing actions. They provide your entire marketing campaign the final success it deserves, as it makes your products more accessible. Purchase CTAs are focused to entice interested customers with product offers. Additionally, customers can find more product information such as; customer feedback, price comparisons, and other related products. You can also offer free trials if affordable or explain the benefits of products. Experiment with a combination of offers, and informative copy to increase awareness and bring attention to your various products or services.
- Social Sharing:
No matter how advanced technology has become, word of mouth still rules all forms of promotion. The digital version of “word of mouth” is the “share” or the sharing of the content link via social media platforms. Thus, the implementation of social media sharing buttons that are connected to the most used social media platforms, is a smart way of using the power of a CTA. Copying a link and then moving to a different application or page to share it might be asking too much of your customers. Offering an easy way to share the link while the reader is still on your page can create more scope to promote your brand. You can create social icons, social shares on the sidebar of posts, or in-line sharing CTAs and see your content go viral!
Besides these six types of CTAs on your website, you also need to make sure that your CTAs are clear, prominent and add value to the entire marketing perspective to improve your conversion rate.
A great CTA can completely change the experience of your email receivers and website visitors, helping your marketing team get a higher number of qualified leads. Therefore, consider the marketing objective of your business and draft your CTAs accordingly. But don’t forget the best practices.