How to Inspire Action
Looking to increase online ordering? Want people to learn more about your shop? Hoping to grow your customer base? To do any of these, you need to use the right call-to-actions (CTAs). CTAs not only give your potential customers (and returning customers) clarity on what you want them to do, but are also what make your campaigns effective. Not sure what a CTA is or how to create one? We’re here to help. We’ll walk you through best practices for call-to-actions that actually create conversions.
Be Clear & Concise
The whole point of a CTA is to inspire the customer to perform the desired action of your choice. And for that, being clear is important. “High-converting CTAs can be the reason you gain a new customer, so they deserve your time and attention. Word your CTA so that your offer is easily explained as a solution to their problem” (Greg Kozera, ELM Learning). If the wording and path to order online is straightforward and clear, customers will more easily and quickly click through. More generally, good CTAs and the space around them only includes important, persuasive details. Always avoid any unnecessary fluff. If you’re not sure it needs to be there, it probably doesn’t.
Keep Your Message Consistent
Not only do you use CTAs to get the customer’s attention, but to motivate them to click or scan to get to a desired endpoint (information or purchase). This motivation to action will ultimately impact your conversion rate.
So, how do you inspire action? Connect the intent of the viewer to the value you’re providing them. In simpler terms, show them how you can solve whatever problem they’re facing, whether that’s finding their new go-to pizzeria, or simply getting food, and quickly, when they’re hungry. Doing this requires you to know your audience, their purchasing habits, their routines, and so on. For help collecting this type of information, view this blog.
Let’s go over an example. A hungry customer has received your direct mailer. Instead of simply providing information about your shop, the mailer specifically includes a “Scan here to order” call-to-action with an accompanying QR code. They’re lead directly (and clearly) to their desired solution.
Adding a personal touch can be the reason your potential customer acts on your CTA. Suggesting an action that draws the customer in, and maybe even gives them a sense of special importance or FOMO (fear of missing out) is key. For example, instead of using a generic CTA like “subscribe”, “read more”, or “register”, try to personalize the experience with action-oriented verbiage like “Jen, claim your special offer! Enjoy 15% off when you join – for free!”.
Personalized CTAs convert 42% more visitors into leads than non-targeted CTAs. To learn more on how to get personal, check out our blog on personalization.
Focus on the Design
When it comes to CTAs, clear and effective is most essential. But, don’t underestimate the importance of CTA design.
It’s a best practice to design in a way that makes your CTA stand out and be easily noticeable. If your CTA is hard to notice among a cluttered page, it can (and likely will) be missed. Make sure it’s located in a visible, less cluttered place – so that the viewer’s eye is drawn to it.
Don’t be afraid to surround it with white space and use a contrasting dark or light color. A CTA surrounded by more negative space and less clutter can increase its conversion rate by 232%.
Here are some ways to help your CTA stand out:
- Use bold text
- Use highlighted key text
- Put it in a box or shape with a surrounding outline, or on a highly contrasting background color
- Use bright, eye-catching colors that are on-brand and unique compared to the rest of the piece
- Match colors of PURLs and QR codes to create easy connections between the two, and ensure there’s emphasis on both for different types of viewers
To learn more about designing CTAs and campaigns as a whole, check out our design-focused blog, here.
CTAs are everywhere, but they’re not all effective. The key to an effective CTA is making sure the end point is clear and enticing. Still need some CTA ideas or input? Contact our experts.