I am sure that as a business owner you are constantly striving for prospects and trying to speak the same language with the client. But is there something in your messages that can hook the client, make him take a step in your direction, or is it just empty short-term chatter with visitors?
When analyzing small businesses found that 70% of B2B sites do not contain a Call to Action. Newbie mistakes in doing business on the Internet have an impact on how customers will behave on the site, and, ultimately, affect competitiveness and profitability.
To strengthen your position in any business niche, as well as learn how to easily build relationships with customers and get them to act in a certain way, you must refine the pages of your site using the right Calls to Action (they allow customers to avoid simply reading and then "flying" over your page).
If you want your post to be cited or downloaded from your e-book, provide the necessary contacts to contact you or your employees (phone number, email address) and, most importantly, let people know what they need to do on the page!
In any case, in order to achieve your goal, you need to become a Call to Action guru.
Here are some ways you can do this in just five minutes or so!
4 things you need to know to write a call-to-action text that will work
The copy you create for your call to action is extremely important in influencing the actions of your readers as well as other key factors such as the color, size, and shape of your call to action button.
With this state of affairs, you will clearly be interested in the opportunity to polish the text and come up with such inviting slogans to seduce the mind of your customers and attract them to your business, and not force them to leave in search of competitors.
I have good news for you! There are a large number of ready-made templates that have proven themselves positively in different cases. But before we pay close attention to the key formulas that have already served excellently and appealed to professionals, let's turn to the main aspects that affect the quality and effectiveness of a call to action.
- Target
First and foremost, what kind of customer response are you expecting to your Call to Action? Compose your message based on what you want to see as a result. For example, “download now” is the right choice for engaging an audience, and “send me information” is for building business relationships.
- Personalization
Did you know that even minor changes to the text can have a serious impact on conversion rates. That is why, you should be extremely careful about choosing words and it is worth using already proven and effective spelling formulas.
By the way, there is an interesting fact that will make you spend a little more time working with your Call to Action. Sometimes you can increase your earnings simply by changing one of the words Call-To-Action. V as a teaching exampleUnbones shows how a B2B site owner increased conversions by 38.26% after replacing one verb with another.
So what else can this example show us besides how one single word can dramatically impact your prospects?
Research shows that little tweaks, used in the right way, dramatically increase results over time, increasing the value of your copy. In this particular situation, the term "order" refers to the direction of action, the course on which the consumer must take to achieve the result, and does not focus on what benefits await him in the future. On the other hand, the term “get” is more focused on benefits, rewards, satisfaction, profit that a potential consumer will receive after responding to the PKD.
In general, the combination of cost and relevance is a winning formula that will allow you to raise your PCA to a new level and increase its efficiency.
So what now?
Start by revising your old Call to Action texts posted on your landing pages. Replace the standard slogans "Buy Now", "Download Now", emphasizing the actions that you expect from your readers, with personalized texts that demonstrate the benefits that readers get from working with you.
For example, instead of writing "Buy now", make an active button with the slogan "Add to cart today and get a 50% discount." The latter message is more personalized and specific than the first. Always remember that your readers do not like common phrases, they want to be communicated with them as if they have known for decades. Therefore, do not replace the template "Send", "Call us" and "Download" for more personalized designs that motivate the reader to take any action with favorable conditions for him.
Start building sentences with verbs and nouns, this allows people to understand the meaning of your PKD at a glance. Following the recommendations of the article, published in Hubspot, use numbers (numbering) to keep your messages simple and clear. Avoid water to avoid boring readers.
- The size
Make sure that all your messages remain short and clear, without unnecessary "water". Research has shown that some of the best Calls to Action contain less than 150 characters. Think of it this way: The Buy Now PKD tries to convince you that brevity is not the best card for your lead generation game. But at the same time, you should compose the texts of the Call to Action in such a way that they are short and mouth-watering and will not leave the reader indifferent! In addition, you should pay attention to your PKD button. Too small its size will not interest the user, and too large will seem to potential customers your desperate step in the struggle for attention.
For example, here's why we like the Sprouter's PKD button:
- It is visible, but does not overlap the main message of the company.
- There is all the information you need and there is no heavy graphics mix that hurts your eyes.
Test, test, and test your PCD again!
It is very important to test yourCall—
To—
Actionand track their impact on conversion. You can organize A / B testing using Google Analytics or other tools.
- Tone and Dynamics
Use motivating words that imply leadership and professionalism. Try to avoid terms and specific jargon, as it can confuse or scare away readers. Try to emphasize the benefits and benefits of your proposal using as few words as possible.
The text should be created in such a way that the reader can easily assimilate and retell it. Try to avoid technical jargon and terms, add more everyday and easy-to-understand words, and use a conversational tone. Make your content accessible and human!
Five reliable call-to-action formulas that are easy to repeat (no more than 5 minutes, I promise).
Now let's take a closer look at the insanely effective templates that you can customize and use to convince your readers to act in a certain way (download an e-book, subscribe to your newsletter, buy your product, etc.).
- Get a free […] training case / e-book / white paper.
The easiest and most effective way to convince people to get to know you and your product is to offer them something for free. Choose a verb that emphasizes the award and makes your PKD as effective as possible, for example, the verb “get”.
- Tired of [Mediocre Job, Ineffective Diet, or other frustrating factors]?
Another trick is dealing with the problem, limitation, and stress that keeps the reader from being successful. For example, “Sick of diets that don't work? Download my e-book for free and learn how to get the perfect body for the beach season in just 3 months "... Research your readers' pain points and present your product as a solution to their problem / struggle / concern.
- Want / Need […] Get Insanely Effective / Free / Sensational [product].
Follow a similar principle and ask questions that cover the needs, cravings, and demands of your audience.
“Looking for the coolest, one-of-a-kind T-shirt? You will find it in our store! "... Use verbs that readers associate with their goals, desires, and plans. This is a proven psychological move that attracts readers very well.
- See Why [Influencer] Recommends / Uses Our Product.
By relying on the influence of a famous person who, in a few words, recommends your product, you can gain the trust of your audience.
Research by Nielsen and cited by the journalForbes show that consumers are 5 times addicted to texts than they were five years ago. At the same time, we must recognize that the sea of information is large enough that each brand must strengthen its competitive advantage by creating and maintaining close ties with industry leaders.
Reading PKD like " See how Jamie Oliver is in love with our pots and pans. " It works well for two reasons: it pushes people to curiosity (thus enticing readers to subscribe to you or download what you offer for free), and it gives you the opportunity to build your credibility and power. By the time you finish reading the Call to Action, you will be able to voice your interest and forward-looking thoughts out loud. “Wow, Jamie recommends these kitchen utensils. They must be awesome! I have to learn more about them! "
- PKD based on customer recommendation
Last but not least, keep in mind that satisfied customers are the most persuasive brand distributors you can meet and collaborate with. Trust us when we say you are doing the right thing with short CTAs built on a positive shopping experience from one of your previous customers.
"This is the best support system I have ever used to grow my business."
See for yourself. Our bonus is a 14 days free trial.
Engage, Capture, Nurture and Transform your audience with compelling Calls to Action!
Developing effective Call to Action texts shouldn't be a problem. Using the templates provided above, you can personalize your messages, add unique features to them and make them the advantages of your brand and products.
At the end of the above, you should write compelling, gorgeous text based on the most relevant keywords with contrasting PKD buttons. You need to carefully analyze and prioritize everything by placing your Call to Action in the most appetizing place on your site.
If you can't find the right words, tools or tactics to empower you, take advantage of the talent and experience of professional copywriters to help you create awesome premium content.
An adapted translation of the article is presented to your attention, the original of which can be read at the link
The altar call is a call to action; it is not a game or a production. If the call is right, it should inspire people to repent from the bottom of their hearts and sincerely commit their lives to Christ.
Steps
Part 1
Set the context-
Explain the process. Announce a call to repentance after completing the sermon. When you announce, explain what the process is physically and how it works spiritually.
- Outlining the steps can help potential converts feel more at ease. Fear of the unknown can make people hesitate, and explaining each step of the call to repentance in advance can reduce fear.
-
Pray. Guide the flock during prayer at the beginning of the call to repentance. Ask God to enter the hearts of those who still need to accept Him and continue to live in the hearts and lives of those who already believe in Him.
- While your primary goal should be those who are to repent and accept Christ, you should also address the believers present in your prayer. Everyone should be able to take advantage of the opportunity for spiritual renewal.
-
Set the tone. Speak to soft music. Turn down the light, but make sure there is still enough light to maintain visibility.
- The idea is to keep the environment calm, as peace inspires reflection.
- During the invitation to repentance itself, instrumental music is preferable to music with lyrics. Songs of vocal worship are usually to be saved for later when part of the invitation to repentance is over.
Preach need. Before you call unbelievers to repentance, you must make sure they understand exactly what the call is really about. This means that you will need to deliver a very powerful sermon that does not stray from the truth about sin, repentance, and the urgency of accepting Christ as Savior.
Part 2
Start calling-
Ask everyone to bow their heads. Tell everyone to close their eyes and bow their heads. Repeat this looking in different directions, and finish this step after most have done what you asked.
- Some level of anonymity can relieve tension and people will do it sincerely.
- Admitting that you are a sinner in need of salvation can be a vulnerable experience, and such admission in front of a large crowd can be so intimidating that a person may choose to avoid the experience altogether. This is especially true when you work with teenagers, but it can also be true for adults.
- On the other hand, if many respond to the call to repentance, others may get caught up in the flow and respond even if they are not ready for it in their hearts. Remember, the main task is to save souls, not an impressive call to repentance. You want people to answer the call to repentance only if they do it with good intentions.
-
Tell those who want to answer the call to look up. Anyone who is willing to give their life to Christ, or anyone who wants to learn more about how to do this, should look up and make eye contact with you.
- Alternatively, ask those who are willing to raise their hands rather than their heads. Both options are very simple and give the same result.
-
Be active during the call. Look around the entire room. Repeat the call with periodic stops. Know every person you have eye contact with.
- The congregation will consist mainly of those who have already received Christ and are not spiritually obliged to respond to this call. As you call again to repentance, ask those who remain in the field to be reunited with Christ and pray for those who receive salvation the first time.
-
Invite those who answered to the altar. When you feel that all who are ready to answer the call are looking up, invite them to the altar while continuing to tell the rest of the flock to continue praying with their eyes closed and their heads bowed.
- Greet those already at the altar with friendly expressions and kind words. Reassure them that the step they are taking here and now is positive and will save their lives.
-
Send each person with an advisor. Introduce each person in front of you at the altar to a counselor. Once you've taken care of everyone, send the counselor and potential convert to a separate room for further discussion.
- When the counseling sessions begin, invite the rest of the congregation to join in the chant. Worship should continue until everyone has finished counseling, but if someone needs more time, you may need to end the service until that person is done.
Part 3
Advise those called-
Have a sufficient number of advisors. Make the process as personal as possible by providing only one person per counselor at each altar call. Train your counselors so they know how to handle the process properly, and make sure they all take a Bible with them when they start the session.
- It will be difficult enough to open your heart to a person, so in the case of a group, it will be even more difficult to do this, even if the group is relatively small. Therefore, a one-on-one consultation may prompt a more candid conversation.
- Your counselors are not required to have a high theological education, but they should have basic knowledge. Every advisor should know:
- Where to go during the consultation.
- What to say and what not to say.
- How to correctly explain God's plan for salvation.
- The importance of confidentiality.
What you need to know about a call to action in a sales copy? First, that it must be. Secondly, that he must have a real masculine character. We do not need weak, unconvincing calls.
I'll tell you how to write a disarming call to action, whether it be the end of a sales pitch, landing page, or any other selling text.
1. Make the call transparent and understandable
Peel it off of any husks and vague wording. What do you want from a person? What should he do to order the product? Call? So write: "Order product XXX by phone so-and-so."
2. Don't be too smart with action
3. Hint that placing an order will not take much time and effort
What example can I give you? Oh bingo! Button with the text "Apply for a loan in 2 minutes».
4. Speak the offer
Classic Download empatri free and without registration". Or like this: “Do you want real french stretch ceilings with 35% discount? Call: XXX-XX-XX ".
5. Screw in a discount or bonus
If the text is for one or two screens, then why not inform about it right in the call? If the text is long, then either duplicate the calls, or report the discount on the first screen. Example: “Subscribe to the mailing list and receive a book“ How to attract hordes of customers ”as a gift.
6. Don't be nice and nice
Complaining and ingratiating - no irony, you and the client are on an equal footing. By confidently clicking on Backspace, delete all sorts of "if you are interested in our proposal" and "please", leaving a pure imperative. Example: "If you are interested in our offer, please place a test order by calling XXX-XX-XX."
7. Enter a time or quantity limit
8. Customize the customer
The phrases "today", "now" and "right now" (although use it) will help you.
9. Squeeze the client with a blow to the problem
Example: “Every day of putting off a problem brings you closer to the point of no return. And then nothing will help - just an uncomfortable wig or an expensive transplant. Order Dixilimon baldness lotion today to start treatment tomorrow. Phone: XXX-XX-XX (we work from 11:00 to 21:00) ".
10. Remind about the prospects and benefits
Example: “Do you want to get 100 new customers from the Internet tomorrow? Order the "Service" by phone XXX-XX-XX ".
We want to bring to the attention of our blog readers an encyclopedic-scale article on the different types of CTAs and call-to-action examples. This post will continue a series of posts on how to make or advertise even more effective.
1. Forms expressing a call to action in contrasting colors
Let's start with examples of using color contrast to create an effective call to action. Let's remind that contrast is one of the most powerful graphical methods of influencing the user. The fastest way to attract a visitor is to visually highlight the CTA element on the page using a color that contrasts with the background (this rule applies to both buttons and active hyperlinks).
So, the simplest, most widely used method is to use a color for the surface of the CTA button (or active text link) that sharply contrasts with the rest of the page color:
The second method - let's call it the “double contrast method” - involves placing a contrasting CTA element on a bright “background” that contrasts with the main background:
The best place to put a CTA element is on the left side of the landing page / site, as in European languages, reading is traditionally done in a left-to-right direction:
Here's another good way to grab a visitor's attention: place a small text message on the page that “decrypts” the heading and smoothly guides the user's eye to the call-to-action element. In this case, the CTA button logically completes the page context ("contextual call-to-action element"):
In order to guarantee to draw the user's attention to the CTA-element, it is usually painted in warm colors - red, orange, yellow. It is desirable that such a "warm color spot" be the only one on the page, that is, the background, and images with a call to action should be kept in shades of cold colors - blue, green, gray:
And here is a call to action for a public subscription. The light and warm orange CTA button won't get lost on a dark gray background:
Not only the graphic image can be contrasting: in this example, to highlight the CTA element (active link), it was enough to change the font color of the link to bright orange:
On a page with a simple white background, you can place several call-to-action elements, and the color and visual volume of the CTA will correspond to its importance: the orange element is the most important, the gray is a little less important, the third is an active text link, typed in blue:
In the example below, we can personally verify that the warm-colored (yellow-orange) call-to-action element “loudly” declares its presence on the “cold” main background of the landing page:
And here the "thermal contrast" is so strong that the orange CTA button literally catches your eye even against the background of an active, expressive background image, but kept in a cool color scheme:
"Download from our site"
So far, we've looked at examples related to the use of CTA elements on landing pages / company sites. But this does not mean that call-to-action elements have no place on any other type of web resources: for example, the interfaces of the pages of the social network LinkedIn have contrasting contextual CTA buttons:
It seems that bright red CTA elements, traditionally beloved by designers for the power of impact on the target audience, are slowly going out of style. We have a redesign of the home page of Zynga, the leading social gaming service, and all the elements of the call to action on it in a sophisticated calm light blue:
This is what the old design looked like:
2. Calls to action that stimulate the user to make a decision
Sometimes it only takes an extra push to make a final decision. You can increase your chances of sending your visitor along the route you've drawn up for them - just provide them with an incentive. Incentives can be very diverse: bonus offers, discounts, exclusive access to the service, free consultations, etc. Let your imagination run wild and come up with compelling ad messages that will encourage users to take the next step in the direction you want to convert.
For example, by offering valuable information for free, you lower the level of the visitor's psychological barrier to entry. This is what the owners of the Codeacademy web resource do, attracting the attention of visitors by offering free access to their educational courses:
Discounts are another proven way of encouraging visitors to take action. This technique is often used on landing pages, which you can find in the LPgenerator Template Gallery. All of these templates are completely free and can be flexibly customized to suit your needs in:
And here is a call to subscribe to the group, promising a discount:
You can persuade the visitor to take the necessary step in a very simple way - just clearly explain to him that this action (registration, for example) will be an easy, easy process that takes just a few seconds:
"Save time and money when looking for an apartment"
Using “social influence” is another great, highly effective visitor stimulation technique: you showcase your product while allowing a potential buyer to see the number of “likes” received by that product and read reviews from other social media users and see who some status call to action to buy some product:
Another example of a socially enhanced call to action is the follower counter next to the CTA. The doubting visitor can make a decision guided by the fact that “100,000 people cannot be wrong”, or simply because of the desire to join a large and friendly family of interesting creative personalities.
3. Calls to action demonstrating the product / service
A potential buyer’s awareness of the benefits and merits of your product / service can play a major role in deciding whether to close a deal.
This landing page creates a strong visual connection between the bright orange call-to-action element and the product screenshot. Visualizing this connection convinces the user to take an action:
On the Flipboard app page, next to an animated illustration of how the program works, there are two call-to-action elements at once - “get on the App Store” and “get on Google play”.
Thus, a potential user is exposed to a double influence - he gains knowledge about the proposed product and is exposed to social influence (he will either join the community of users of Apple products, or join the numerous ranks of fans of the Google Android OS):
Mobile app companies often use a CTA button to showcase the value of a proposal. In this example, the main benefit for the consumer is highlighted on the call to action element - the program is offered free of charge:
Goal Stacker uses a screenshot of the interface of its new program to nudge visitors to take one of two recommended actions: sign up for a free subscription or watch a demo video:
Instagram uses pictures in a call to action and clearly shows how the proposed mobile application looks on the displays of Apple phones and in the Google Android environment:
Orchestra app creators offer users a choice of two app options - for web pages or for iPhone. The size and placement of the second call to action (sign up on the web) clearly shows the user that this is an additional (non-core) CTA element:
The CTAs on the Spotify mobile app download page offer users a choice of two main platforms that the program will run on:
The Wufoo web form service page highlights 3 call-to-action elements and a screenshot of the program's interface, accompanied by a clear and concise statement of the application's simplicity and functional flexibility. All content on the page helps users better understand what exactly they will receive by accepting the developer's proposal:
4. Calls to action using well-written texts
If the copy on your landing page does not attract visitors, then the content is not just useless - it is, by and large, harmful. Bad content lowers conversions, hurts, and ultimately hinders direct sales. You should always remember one of the fundamental axioms of web marketing: "Those who need information are looking for text, not pictures!"
Make sure all your suggestions are clear and unambiguous and aimed at converting a visitor. As you focus on creating your call-to-action text, keep in mind, however, that graphics can help explain the meaning of your message to the user by complementing it with visuals.
Akismet is an anti-spam service, and visitors who visit the page will definitely receive a message about its purpose: explanatory text is located on the main CTA element. A clear and concise call will not only encourage visitors to take action, but also give them confidence that they have finally found a way to get rid of spam:
"Start - and say goodbye to spam"
A compelling request for potential readers to click to “look inside the book” - backed by a bright orange arrow, grabs the attention of a visitor to the Amazon page:
The call-to-action text on the page below is aimed at those visitors who never read bullet points. The meaning of a particular offrea is indicated directly on the CTA element - it's time to start taking specific actions!
"See How Bob Optimizes His Business"
The value of the offer - the possibility of 15 days of free use of development tools - is highlighted through the use of italic text:
"15-day test period" above the button in the lower right corner of the page
The text outside the call-to-action button serves as an additional stimulating factor: if you can “create an event” absolutely free (free) (says the caption on the CTA element), then why refuse such a generous offer?
In brackets next to the button: "It's free"
Well-designed call-to-action text saves the visitor from having to read the rest of the page content - the CTA element will accurately explain to the user what they can get by clicking the button:
The creators of the GoToWebinar service page used text hyperlinks to explain to the user what exactly they will receive using the call-to-action elements: download a free trial version of the product, make a purchase, or simply chat with the seller:
Another example of a good “descriptive” call to action is that the CTA caption summarizes the meaning of each bullet point in the sentence:
"Subscribe and publish for free"
The text below the main call to action reveals to the page visitor additional details of the offer / offer. A simple, easy-to-understand message language gives the user a sense of confidence in making the right choice:
"To buy a book"
Here's another call to action that gives visitors enough information to make a decision without further information:
To increase the impact on the visitor, the text on the CTA element duplicates the page title.
The following call to action has an additional incentive for users to remind them to get a triple discount.
"Unlimited Access for $ 149 $ 50"
The text of the call to action element is enhanced by an image placed in the immediate vicinity to illustrate the meaning of the sales pitch.
"Download the e-book for free"
Text placed next to the CTA button focuses the user on the benefits of the subscription.
5. Calls to action using spatial effects
Remember the saying "less is more"? It is 100% correct when it comes to the call to action element and the free space around it.
A perfect example of clever use of white space - CTA elements simply cannot be overlooked:
The Firefox team did a great job, removing all the "noise" that could interfere with the conversion - the image is removed from the CTA button, the text does not "creep" over the button:
And on this page, the main call to action is positioned away from potential distractions like images at the top of the page or an additional CTA:
There is enough white space around the call to action, which allows the visitor to focus on the most important information contained on the page:
The Dropbox service page embodies the concept of simplicity and clarity - any user will immediately understand what actions they are prompted to take:
"Watch the video", "Upload Dropbox"
Another example of using free space - all information is collected in small visual groups, far from the main CTA-element (which, in our opinion, should be additionally highlighted with a "warm" color):
All call-to-action elements on the next page are surrounded by white space, allowing the visitor to easily select the action they want:
Even though the CTA is located in the most visually rich area of the image, the white space allows you to naturally move to the next step:
All visual clutter is eliminated by the minimalistic design of the page, on which nothing interferes with the perception of the call to action:
"Download the application"
Here's another good example of using free space on a page:
Want to get your call to action noticed? Separate it from text content and images:
The Skype page is a role model, with a simple design, with a highlighted call-to-action element highlighted in white space.
Another very good example of making a CTA element stand out through proper use of white space and color contrast:
Get Started With Stripe
In this case, the "white space" effect is used to draw attention to the additional text call to action located to the right of the main red CTA button:
Naturally, you can apply a spatial effect to your banner ad as well:
"Download Yapta App"
In the example below, the CTA button is surrounded by a semi-transparent border that enhances the call-to-action effect by distancing it from the rest of the page content:
"Begin"
6. Calls to action that create a sense of movement
Some of the most successful calls to action are created using arrows. Arrows are an important graphic element of a page that creates a sense of movement and guides visitors to the most important elements of the page.
Usually the arrows on the CTA elements point to the right, which corresponds to the direction of reading the page in European languages:
When 4 arrows point at the same time to the same call-to-action element, it's hard not to notice it!
The following example uses an inline video pointed to by an arrow as a kind of additional call-to-action element:
An arrow placed on a call to action element indicates textual content that explains to the user the meaning of the proposed service:
It is not necessary to use flashy "tailed" arrows to indicate movement of the gaze - the> sign is sufficient, as in the example below:
"Is free! Start> "
The arrow indicates to the user that in front of him is the main and only call to action (albeit not very similar to the usual CTA element):
7. Subscription as a call to action
In order to start a massive email marketing campaign, you need to build a customer base. The easiest way to build such a database is to place the subscription form on the promoted landing page. You may also need a call to action to renew your subscription.
Here is a simple and illustrative example - a user is invited to take part in a conference, and he will receive registration details in an email:
It's a good idea to have the names of potential customers in your customer base:
"Hear how your name sounds in the performance of the carillon"
Another example of a call-to-action element with a data collection form and a registration button:
Above the CTA-button is placed a very serious component of any marketing campaign, expressed in a joking manner - the security policy: "In our mom's cookbook, we swear that we will not fill you with spam." This text makes the call to action particularly convincing:
To generate interest in the call-to-action element, a colorful image was used as a background:
Above the address field there is a text that directly and openly talks about the advantages of the offer:
Try to remove anything from your page that might distract the user from the call-to-action element. Here's an example to follow - a simple white page that creates a sense of spaciousness:
Give your users the ability to interact with you through social media accounts:
Personalize your call to action elements. And don't be afraid to apply a little humor:
8. Calls to action suggesting primary and secondary options for action
It may turn out that you need to offer the visitor to take several options. For example, watch advice on a new product, or download a free trial version of it. Determine which action has a higher priority and highlight the corresponding CTA element by increasing its size or "painting" it with a higher contrast color.
A classic example: the main element of a call to action is highlighted in color (bright yellow) and shape (button). The additional element is presented as an active link:
Another common way to classify elements by importance: the main element of the call to action corresponds to a warm color (orange), the secondary element is cold (gray):
The more to the left the CTA element is located, the more important it is:
The size of the CTA buttons is the same, which indicates the approximate equivalence of the desired action. However, given the warm red color of one of them, as well as its extreme left position, you can determine which action is preferable:
View Plans & Pricing and Product Tour
Two call-to-action buttons can increase conversions - it is possible that by watching the video tour offered by the additional CTA element, the user will use the main call-to-action element, thereby completing the conversion:
If you offer a complex product, then using an additional CTA element that allows the user to view training videos is a great solution:
Free Trial and Product Tour
Below is a rather strange solution: judging by the location, the top CTA button is the main element of the call to action. However, it has the background color of the page without standing out too much, while the auxiliary call uses blue. We think the page needs urgent split testing:
Two elements of a call to action - and both cool shades :.
"Write to us" and "View our works"
Perfectly crafted page - the warm orange color of the main element of the call to action matches the color of the logo and main menu, contrasting against the dark blue main background:
Join Now and Try Free
A similar solution, only using red. The subtle background is also indicative of the primacy of this call to action:
Again, cool colors are used in the design of the CTA elements, which do not contrast with the main background of the page. The casual visitor is guaranteed to be puzzled: what action should he take on this page?
Try for Free and Buy Now
9. Calls to action segmenting visitors
When creating a call to action, the marketer must focus on his target audience, which is often studied through expensive and lengthy marketing research.
However, there is a much simpler way to distinguish your target audience from the total number of visitors: let your visitors identify and segment themselves. The elements of the call to action will help them in this.
Here is one of the simplest and most affordable ways to segment your visitors into groups. Recall that a segmentation strategy works effectively when using:
"Find chefs near me" or "Post a chef vacancy"
"Create a virtual store"
By adding additional bullet points to the description of each element for the action, you can increase the accuracy of visitor segmentation:
“I want tools that are easy to use.
I want to do most of the work myself. "
“I need a team to do marketing for me.
I need to increase the traffic of my site.
I need quality leads and increased income. "
Background images serve for gender segmentation of visitors:
Visitor segmentation occurs in the right column of three call-to-action elements, each with a short explanatory text:
"For companies"
"For investors"
"For shareholders"
An example of two great call-to-action segmenting elements, each with a different title, background image, and additional descriptive clauses:
Selling texts. How to turn a reader into a buyer Sergey Bernadsky
Call to action
Call to action
Many will not lift a finger unless they are given precise instructions. This is important to consider when writing sales copy. The consumer may like your product, but if you don't tell him what exactly needs to be done, he will forget about you in five minutes.
Therefore, it is very important to write a specific call to action.
The first thing to do is to define the ultimate purpose of your text. What action should the reader take? Call, write, press a button on the site, come to the store? Tell your readers what you want them to do. For example, like this: "To place an order, call 123-45-67 right now." Or: “Press the button "Pay" to order your copy of the book. "
You don't just provide contact details. You say what needs to be done (call, press, write). Feel the difference. It seems insignificant, but this is exactly what gives a tangible increase in orders.
A few tips.
You can specify exactly when you need to take the action.(“Call 123-45-67 right now"). But make sure that the phrase does not sound too harsh and assertive.
Give clear instructions. For example, if you are asking for an email response, tell me what the title should be in the email (“Write to me marked "Participation in the competition""). If you indicate the phone number, write who will answer the call (“Call 123-45-67, and our manager will be happy to answer all your questions»).
The action should be simple and straightforward. The simpler the better. If you need to register twenty times somewhere, fill out a three-page questionnaire and then call somewhere, it is unlikely that anyone will like it very much. The simpler the buying process, the better.
Be specific with your wording. If you say, "Find out the details on the phone," then the person will call and find out the details. If you say: “Call and place an order,” the person will call and order.
Use the imperative. Be careful with the word “if”. For example, the phrase "If you want to order a product, then click the checkout button" will not work very well. It expresses doubt that the reader wants to place an order. You have to lead the consumer, guide him.
Don't give too many options. You must lead to a sale unambiguously. There may be a wide choice in payment methods, but there should be no more than two or three options for action: “To order a consultation, call 12-34-56 or write to the address @ mail. RU".
Examples of calls to action
- To have time to sign up for a new group, call 123-45-67 right now.
- Click the "Pay" button to take part in the training.
- To participate in the competition, write to the address: [email protected] ru marked "Competition".
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