All marketing efforts should be made with purpose. Typically this purpose is called lead generation, or the culmination of marketing assets designed to attract potential customers to your brand and convert them into the sales cycle.
Lead generation should be a tailored strategy specific to your customer to build brand awareness and conversions. A lead generation strategy uses messaging, design, color, positioning, and problem-solving (the customers, not yours) to entice the potential buyer to take the first step.
This could be signing up for a newsletter, loyalty program, or initial discount. And what is one of the most effective lead generation strategies to get customers across the line?
A solid Call-to-Action.
What is a CTA?
A call-to-action (CTA) is a clickable button, link, or image on your website that is designed to call users and potential consumers to take action. A CTA provides a clear, direct value proposition and converts a potential buyer into a documented lead within your database.
CTAs should be easy to find, goal-oriented, descriptive, inspire action, and very, very attractive.
So how do you design effective, personalized, creative CTAs?
First, you have to identify the problem.
How to Design a High Converting CTA
Designing and executing high-impact CTAs is essential to growth conversions, sales, and customer data. A well-oiled CTA will be bright, clickable, legible, and solve a problem.
There are six fundamental steps you can follow to create your own high converting CTAs:
1. Identify what currently works and doesn’t work:
Before you can provide a solution, you must identify the problem.
Gathering statistics and information about your website, customer demographics, and sales journey show real-time clarity around where customers spend their time on your site, what draws their attention, and the point at which they did or didn’t convert.
Tools like Google Analytics can give tremendous insight into hard data and bounce rates. When combined with a visual heat map tool like Hotjar, a very clear visual understanding of the customer journey on your site can be painted.
For example, do they stay above the fold? Do they click images or links? How far through the page do they scroll, and what do they spend their time reading
Once patterns and roadblocks are clearly defined, you can get to work.
2. Define the Purpose
Clearly defining what action you want them to take will begin to carve out the design, layout, and language used for your call.
Do you want them to:
- Sign up for a newsletter list?
- Take advantage of a discount?
- Enter a competition?
- Promote an event?
- Make a Purchase
3. Inclusive Design
When considering the visual design itself, the whole spectrum of your customer demographic is vital. CTAs should be as easy as possible and speak to every type of customer you may have, aiming to have an inclusive message and design.
The best CTAs consider hurdles that the customer might encounter and should encompass designs that are: visual, audible, and legible. Make your CTAs stand out with bold color contracts, spaced-out lettering, minimal wording, and audible where possible. If you’re using video, make sure to caption your video with clearly written links to your site.
4. Smart Layout
No one likes a nag, so laying out your CTAs in a smart, logical way across your site is imperative.
Consider up to three CTAs per page, keeping two above the fold. Look at your statistics from heat mapping and place your CTAs in areas of your site that have the most traffic and usage. Make sure the placement fits seamlessly into the flow of content, and make sure to space them evenly across the page.
A high converting CTA is also easily identified with surrounding white space and coherent messaging immediately before and after the link.
5. Tone of Voice + Urgency
Strong CTAs should be personal, urgent and offer clear value in 2-5 words.
They should be written in the first person, swapping the wide scope terms like ‘your’ for ‘my’ whenever possible. For example:
- Download your recipe here vs. Download My New Favorite Recipe
A recent study by Salesforce showed that nearly 60% of potential and current customers are willing to share personal information in exchange for personal discounts and offers.
Use language that encourages a sense of urgency with high-pressure words like ‘now!’ ‘today!’ or ‘limited time to have an increased effect on the ‘I need this right now’ vibe.
6. Optimize for Mobile
According to global market research, in 2021, nearly 70% of web traffic was mobile, meaning most of your customers need an optimized layout.
For mobile-optimized CTAs, there need to be both visual and UX elements that offer intuitive, easy displays, noticeable in a smaller format.
Primary CTAs need to remain above the fold (many customers land on the mobile page ready to buy) and must be big enough and isolated enough to be easily clickable on a touchscreen.
7. TEST, TEST, TEST!
Follow through with your lead generation, CTA strategy with comprehensive testing.
The A/B testing system allows you to create multiple versions of your CTA and look at detailed statistics on each one’s efficacy. If you don’t see numbers you like, repeatedly try until you nail it.
Testing is the clearest way to capitalize on your strategy and create nimble, effective changes for strategic growth.
Want to trust your CTAs with experts only? Then make sure you call us – now!