When it comes to your website, if you want your readers to do something, you have to ask them – but do you know how to ask them the right way?
If there’s a way to direct your readers to action that works better than others, do you know what it is? How do you get your audience to click, download, subscribe or purchase? What can you do to improve overall response rates?
To help answer those questions, here’s a look at seven specific call-to-action examples and strategies that work. To boost the power of your advertising and click-throughs, try these techniques!
1. Offer Something of Value
Whether you offer a “Free Download,” a “20% Off Discount,” or something else, giving your audience something of value is a perfect way to get them to respond to your call to action. This sort of request speaks directly to a reader’s sense of motivation, encouraging him or her to complete a task because of what comes in return. To use this option, ask yourself what’s in it for your reader and emphasize that in your call to action.
2. Speak to Objections
You know what your customers’ main objections will be in making a purchase, so why not head them off before they happen? Speak directly to these biggest objections by responding to them right in your call to action. If it’s worry about product satisfaction, include “Money-back Guarantee” in your link or advertising. If it’s cold feet about commitment, assure them of what they have to gain. Think through the drawbacks, from a customer’s perspective, of responding to your request, and figure out a way to alleviate those concerns.
3. Rouse Curiosity
Think about what makes you click an ad or respond to a call to action – isn’t it often because something in it made you curious? You wanted to find out more or learn something. Use this to your advantage: make it easy for your readers to do what you want them to by making it hard to resist. Pique their interest. Make them want to learn more. Ask a question to which they want to find the answer and you will see better responses.
4. Use Social Proof
People are much more likely to click something when they know other people have done it, too. When possible, use social proof to your advantage. Try a call to action that references the approval of other customers and fans. “See why 9 out of 10 clients choose our company!” or “Join the 5,100 readers subscribing to our newsletter!” are good examples of this sort of call to action. Show your audience that doing what you’re asking will make them part of the group.
5. Customize to Your Audience
Not every reader is alike, so your calls to action shouldn’t be either. Rather than sticking to a one-size-fits-all strategy, think about the people you’re trying to reach. The better you know your audience, the better equipped you are to reach them. If your goal is more sales, craft your calls to action to appeal to your most common demographics. To be even more effective, create different calls to action for the different stages of the sales cycle in order to coax readers through their purchases.
6. Include a Timeline
A sense of urgency adds importance to your call to action.
When there’s a timeline on your request, readers know they have a limited window in which to act, and that prioritizes a decision. To encourage readers to respond to your request, give them a deadline. Try an “Act now to receive our 20% discount!” or a “This deal available for 7 days only!”
7. Sweeten the Deal
Think about the famous PBS commercials where they ask viewers to increase their donations – they always offer extra incentives. The same principle works online. When you want your readers to give a little more money or buy another product or take their action one step further, use a call to action that sweetens their incentives when they do.
What is it that you want your readers to do? Follow the advice in this article, and find a strategic way to ask. By using proven tactics to ask readers to follow a step or take an action, you make it easier to improve results.
About the Author ~ Shanna Mallon
Shanna Mallon is a writer for Straight North, a marketing agency providing specialized SEO, Web development, blog marketing strategy, and other online marketing services, with headquarters in Chicago. Follow Straight North on Twitter and Facebook.