Creating a strong call to action doesn’t need to be difficult. It is, however, one of the things that most marketers struggle with regardless of the medium.
On a landing page, it couldn’t be more important. The call to action is the route that your visitor must take to be come a customer and having them complete the call to action is the definition of a successful landing page.
Here’s a few things that will help go from un-compelling to successful with your call to action:
Tip #1 – Be as direct as you can
Without sounding rude, there’s a point at which you can push the language of your call to action to sound forceful and direct that will encourage your visitors to take the leap.
Being direct doesn’t mean sounding abrupt. In fact, in sales a good close is one that directly asks the question of “shall we do this?”.
You want your call to action to evoke only one thing and that is the decision point of saying “Yes” or “No”.
The people who say no may not have been ready, they might come back later, or they might not come back at all.
The people who say yes however will be the ones that are ready to take action right away. You don’t want to lose these people by not having a strong and direct call to action.
Tip #2 – Address all objections and concerns first
If there’s a second reason why people drop off when they get to your call to action it’s because they are still concerned about something.
As a landing page designer it’s your job to alleviate those concerns throughout the copy on the page.
If they get to the call to action still worried that the product or service doesn’t satisfy their needs then it doesn’t matter how direct that call to action is, it won’t work.
Make sure you go back through your landing page and ensure your visitors needs are all addressed.
Tip #3 – Don’t forget to ask
Another reason for a call to action to fail is an addendum to tip #1. You need to ask the question in the first place.
A call to action without the question of whether they are ready to go for it is just a button placed there without any supposition of what they are meant to do with it.
The last thing you want them to do is be wondering when they are ready to take action, “is this what I’m meant to do now?”.