A call to action, or CTA for short, is a digital marketing term that refers to a prompt that invites users to take a specific action, such as clicking a button or entering their email addresses into an online field.
Call to action buttons can be found in every type of digital marketing campaign, including email campaigns, PPC ads, social media marketing campaigns, and even SMS text campaigns. In indirect forms of digital marketing, like blogs, you will also find CTAs such as invitations to leave comments below a blog article and social media posts that ask followers to “like, share, and follow.”
Common examples of CTAs include:
● Sign Up
● Subscribe
● Learn More
● Get Started
Call to action buttons help to guide potential customers through the buying journey. When you place smartly worded CTAs strategically across your online platforms, you can increase the CTR, or click through rate, of your campaign while simultaneously reducing the bounce rate. In short, CTAs improve conversions and boost revenue, results that every business owner should want.
Are you eager to incorporate effective CTAs into your digital marketing campaigns? Skip the article and contact FTx 360 right now! Or you can…
…read on to learn about the different types of CTA buttons you can use in your digital marketing campaigns to convert curious visitors into paying customers.
This type of CTA works best for businesses that sell software as a service, but can also benefit any company that offers subscription packages. According to GrooveHQ.com, offering a free trial can increase conversions by 328%. If you’re trying to sell a product or service that’s especially complex or “niche,” and your brand isn’t well known, then offering prospective buyers a free trial should set their mind at ease and generate positive word-of-mouth marketing in the interim. Once the free trial period has concluded, users will be all the more inclined to sign up for a paid subscription.
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You can use a Free Trial CTA on your website landing page, in a paid social media advertisement, or anywhere in-between. But you’ll first need to decide whether the free trial should be for 30 days or 14 days. It’s also a good idea to include a feedback survey towards the end of the free trial period.
Remember, the purpose of the free trial is to convince users to purchase the product or service, so aim to offer them just enough days to get them hooked. Then, be sure to keep an eye on the conversion rate of free trial users who end up purchasing the product or service after the trial has concluded. If users aren’t converting into customers, you’ll need to evaluate both the cost of the item and its perceived usability based on the feedback surveys.
When you state the greatest benefit of your product or service, your call to action will be all the more powerful. This type of CTA—the “Obvious Benefit” CTA—can be used to make a strong argument to consumers. For example, consumers might not automatically know that your product ordinarily costs thousands of dollars. By including the regular retail value as part of your CTA strategy, you can effectively convince people to buy the item at its current discounted price. You can use two buttons, or a blurb and a button, when designing your Obvious Benefit CTA, like we’ve done here:
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As you can see, the first line of the CTA states the obvious benefit of having a high-speed website. The second line of the CTA, which is the clickable button, clearly states what the visitor will receive once they click, namely their website speed will be analyzed. Obvious benefit CTAs are ideal for your email marketing campaigns, as opposed to paid social media campaigns, because email recipients are qualified leads, generally speaking, who will be more likely to click. Also, emails allow for a greater opportunity to make a structured argument to your readers.
The main thing to watch out for when using Obvious Benefit CTAs is the CTR. If your CTA click through rate is unusually low, it could be the result of convoluted or confusing verbiage used in the call to action itself. Are you trying to use a statistic to convince people to click? Make sure the statistic and its correlating point are crystal clear.
Social Proof CTAs are all about proving how popular your brand, products, and services already are, in order to convince consumers that they should give your business a try. In order to pull off using social proof in your CTAs, you’ll first have to gather data about your brand. What can you brag about? Do you have over ten thousand WordPress blog subscribers? Have you just surpassed fifty thousand YouTube followers? Whatever milestones you’ve reached as a business can be leveraged to develop a strong CTA. Just make sure that you aren’t embellishing your stats.
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It should come as no surprise that Social Proof CTAs work really well on social media. Try building a positive customer review into your Instagram CTA, or include the latest industry award your brand received in your next Facebook lead generation CTA. Even if your company is new and you haven’t garnered a ton of “social proof” yet, you can still leverage one of your recent achievements to create a powerful CTA, especially if you use video for your social post or ad.
Yes, video. Right now, social media video content far surpasses photo and image content when it comes to increasing engagement. When using video, you don’t need to write out your social proof in your caption. Instead, you can directly tell your audience why your brand is awesome and what you can do for them. For example, run an Instagram & Facebook ad campaign featuring a video where you tell viewers, “We’re the first organic vitamin company to obtain USP certification for ingredient purity and potency!”
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