Talking Points
November 2019

How To Create CTAs That Convert

The more a call-to-action (or CTA) is used, the less effective it becomes. “Read More,” “Buy Now,” and “Click Here” come to mind. However, you can avoid the generic CTA trap. Here are a few tips to get you started.

Be Specific
Most marketers want to increase conversions and drive sales. If that’s your goal, try specific words or expressions you’d use if you were speaking to a customer in person.

Be Consistent
Nothing kills a compelling marketing idea faster than a dull CTA. If you’re going to put all that work into creating a clever, conversational, or convincing messaging, keep that same type of messaging consistent with your CTA.

Be Inviting
Don’t end an engaging dialog by simply offering “more information.” Instead, keep the rapport alive and encourage your audience to take the natural next step. The “tell me more” example below is both inviting and effective.

1_190408-emma-we-transfer

Be Flexible
Studies suggest we make around 30,000 choices each day. Choices make us feel like we’re in control. As marketers, we can make decisions easier by giving customers the information and options they need.

2_190408-emma-tovala-r2

Be Understanding
Sometimes, customers want more than answers and solutions. Often, they also want to feel understood. By demonstrating that you know your audience’s pain points, your CTA can bring a smile to their faces.

3_190408-emma-WYR

Be Trustworthy
Writing an “obligatory CTA” will waste the good will you’ve established with your audience. Make sure your CTA demonstrates that you know their needs and genuinely want to help.

Be Smart
Don’t let your strategy show. Most CTAs make it appear like marketers are coercing customers to make a decision. By employing the suggestions above, you can make customers feel like you’re working diligently to earn their trust.

By employing the tips above, your CTAs will seem fresh and interesting. More importantly, they’ll work harder and generate the clicks you wrote them for in the first place.

Based on How to Stop Annoying Your Customers With Useless CTAs and Instead Write CTAs That Convert, by Kaitlin Wernet.

Comment / Share on Facebook / Post on Twitter
(will not be published)