A CALL TO ACTION, or CTA, is a button that promotes an offer and sends you to a landing page. Basically, it is a button you can use to present an offer to your Website visitors.
CTAs are used in the CONVERSION stage of your Inbound strategy. You could say this is the critical stage of Inbound Marketing, since it is the moment when you convert your visitors into sales opportunities.
The CTA invites your visitors to click so you can deliver an offer to them. This will lead them to fill out a form in which you will ask for the information you need to turn them into a sales opportunity. You should link this page to a Thank You page where you will deliver the offer you made with the CTA.
Remember that without a Conversion process, you would have no sales opportunities. And some of those Buyer Personas will, at some point, become paying customers.
So let's look at some tips we should keep in mind when creating a CTA. By following these tips, you'll be ready to create an Optimal Call to Action, which will allow you to convert most of the visitors who come to your website.
TIPS FOR CREATING AN OPTIMAL CTA
There are many variables that can help you create a successful CTA in your Inbound strategy, or, on the contrary, if you don't follow the recommendations, it will likely fall short of the expectations you had when you created it.
Keep in mind that you can use CTAs on the landing pages of your Website, on your Blog, and in your Emails.
The tips you should keep in mind when creating your CTA are:
ACTION-ORIENTED
It is important for your CTA to invite your website visitors to take an action, whether that's downloading an e-Book, watching a video, or even requesting a free sample.
The idea is for visitors to know what will happen the moment they click your CTA. In short, you will tell visitors what is going to happen.
Use action verbs, such as Download, Watch, Sign Up, or Receive. Any verb that fits the offer you are making, and remember that your CTA should always be secondary to the content you are showing on your page. Be brief and make sure it doesn't take up too much space.
USE KEYWORDS WITH YOUR OFFER AND LANDING PAGE
Without keywords, your CTA doesn't say anything clear. You need to use the same keywords throughout the entire conversion process, so that your visitors can understand what they will get as they move from your CTA to the landing page and all the way to the Thank You page.
IT MUST GRAB ATTENTION
It is important to know your visitors' tastes, since some of them may like bright, eye-catching CTAs, while others may prefer them understated and simple.
If you don't know your visitors' tastes, you can take some time before creating it to research or test several options; think about what attracts them or how they usually browse other websites. No matter what colors or font you use, it must be eye-catching so that your visitors click on it.
You should always take your company's colors or logo into account; use contrasting colors or one that matches your company's.
USE AN APPROPRIATE PLACEMENT
No matter where you decide to place your CTAs, they should look like they are part of the page. There is no right or wrong place to put them; they just need to be easy to see, grab attention, and fit logically with the content of the page.
Besides this one, you can also include a CTA in your sidebar that invites visitors to an upcoming event, to fill out a form, or even promotes your latest offers.
MAKE CHANGES AND ANALYZE THE RESULTS
Analyze the effectiveness of your CTAs at all times. A 10% conversion rate is an excellent goal and would make for a successful CTA. If you're not there, try making small changes and see how it performs.
If you change things like the text and the color at the same time, you won't know which change was the successful one. It is important to make one change at a time. Try changing the color and see if it works, or try changing the text.
No matter what change you make to improve your CTA, you just need to be very careful to make only one change at a time and analyze your conversion rate, so you can tell whether it worked or whether you need to make another change.
We hope these tips have been very helpful. Don't forget to leave us your comments and questions in the box below this post.
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