It’s the top of the 9th: your visitors have clicked on your ad, and they’re interested in your offer. All that’s left is a compelling call-to-action to prevent these prospects from slipping away. So as always, you bring in your closer—but wait: how much thought have you put into crafting your call-to-action?
Far too little energy is invested in writing compelling calls-to-action that truly seal the deal. As a result, many marketers forget to ‘ask for the sale’ when publishing their landing pages, and the proof is in the bounce rate.
How then do you craft a game-winning call-to-action to see your visitors through to the conversion action? Here are 5 tips that will help transform your landing page into a ‘closer’.
- Watch your language!
Visitors have arrived on your landing page because they’re interested in your offer. The easier your landing page is to digest, the more likely those visitors are to convert. As such, your call-to-action and supporting copy should be short, sweet, and informative—providing your visitors with instructions about how to proceed next, and reinforcing the benefits of responding to your offer.
- Keep your eye on the ball.
Using page elements like directional cues can help to shift your visitors’ focus towards the conversion goal, but it’s also important to eliminate an unnecessary distractions and micro-conversions from your page. Avoid confusion by keeping third-party and outside links to a minimum and shift momentum back towards facilitating that response.
- Stay above the fold.
It may be easy to forget that your visitors are viewing your landing page using a wide variety of screen resolutions and sizes, but your call-to-action can’t be effective if your visitors can’t find it! Keep important page elements like the call-to-action high up above the fold (typically, within the first 800px in height); it’ll go a long way towards ensuring that you aren’t losing potential conversions due to screen size incompatabilities.
- Be colorful.
It’s not enough to ensure that your call-to-action rests towards the top of the landing page; it should also be easily distinguishable amongst all of the other elements that are present on your page. You can achieve this quite simply by combining contrasting colors, negative space, and directional cues. Don’t be fooled by landing page myths like, “green buttons always convert better than red ones”. Instead, test your own combinations of colors and styles to establish winners for your brand.
- Always be Testing!
Multivariate testing (MVT) is the process by which you can discover optimal combinations of page elements and designs for a higher conversion rate. You can use MVT to pit two (or more!) calls-to-action against one-another to determine which CTA converts better on your page. We’ve seen copy tests like “Submit” vs. “Register”, “Download” vs. “Get”, and many, many more.
Just like a pitcher adjusts his or her style to compensate for different sluggers, you may have to consider tweaking your call-to-action for different traffic sources like Facebook, Twitter, or pay-per-click ads.
When it comes time to win a response, you put in your best closer: a great call-to-action can lend to higher conversion rates and a more successful online campaign. As always, be sure to follow-through and deliver on your promises. Help give your leads what they’re looking for, and you’ll keep your prospects satisfied and more receptive to your brand’s products and services.
Have you come across any memorable calls-to-action? Are you testing any CTA’s of your own? Drop us a line in the comments below, or tweet @ioninteractive!