I roll my eyes at this phrase when I’m on the web, “Click Here for your Free Sample!” because I’m often disappointed when I do. It’s an example of a CTA (call to action) and not a very good one. A CTA is a request for engagement on a website or click-through on a landing page.
What goes into a remarkable CTA? It’s essential to be clear what you’re asking. Issue a strong command at the beginning, like Buy if you sell products, and Subscribe or Download if you’re promoting a newsletter. Prudent use of an exclamation point is advisable, too much shouting can be a turn-off.
What’s the value in clicking for the customer? Offer a free white paper or a gift. Everyone loves a freebie. Induce FOMO or Fear of Missing Out by limiting supply or time for the promotion or sale.
Tailor your CTA to mobile and laptop/tablet. You never know what device the customer is using to take advantage of your offer. Give them both a simple choice.
A/B testing A Powerful Way to Tweak your Digital Marketing is beneficial for gauging the strength of your CTA. Including pricing, discounts, incentives, and similar numbers attract your ideal customer, and their clicks provide valuable information about them.
Your bland CTA will get few clicks. Consider what other CTA’s draw you in, be inventive and have fun with yours.
Author: Kris Keppeler, writer for Crossing Genres on Medium.com, and Does This Happen to You? on Channillo. Award winning podcast producer. Follow her @KrisKKAria on Twitter or on LinkedIn.
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