James 4:2 states, “You have not because you ask not.” This same principle applies to marketing. A compelling call-to-action is the most important aspect of your ad. Sadly, many businesses do not use them effectively.
Here are three ways to kick start your call-to-actions to conversions.
State your case.
In a utopian world, you ask your reader to make a move and they do it with no questions asked. Right? Well unfortunately it is not quite that simple. In order to successfully call your audience to action, you need to recognize their need. Infomercials are notorious for showcasing a hurt followed by demonstrating how their product solves that need (Think OxyClean!).
Always be communicating the benefits of your product or service to your audience. The more you relay what it is in it for them, the more inclined they are to convert.
Utilize action words.
Your reader should walk away from your ad knowing exactly what you want them to do. Mixed messages can cost you conversions. Encourage your audience to take action by using active words like:
Appearance is everything.
The call-to action should be the very first thing noticed when reading an ad. This means that your call-to-action button should be dominant in position, color, spacing, and size.
Your call-to-action button should be high on your ad so that the reader can view it without scrolling. Colors are a strong asset because they can be an effective prompt. For example, if your ad background is blue and gray, a bold red call-to action will instantly create a contrast that leads your reader’s eyes to the action you want them to take.
A large call-to-action button should always be incorporated. The larger it is, the greater the chances it will be noticed. Additionally, spacing plays a huge part in an effective call-to-action. Always strive to use white spacing around the button to your advantage. If you use a lot of copy around your button, your message is at risk of becoming lost in the ad.
Crafting the perfect call-to-action is just half the battle of the conversion cycle. Paired with strong copy, creative design, and usability, an effective call to action can generate real return on investment. As with all marketing best practices, always be testing!