So often businesses get wrapped up in the numbers regarding volume of traffic to their website. They get excited when traffic increases or they can claim a certain number of “eyeballs” on their site. Think about it – is getting traffic your primary goal for your website? That’s like having a store that has a steady stream of people coming through the doors – only to have them browse for a while, look over the merchandise and then head out without purchasing anything or even asking for further information from one of your sales people.
The same concept applies to your emails, newsletters and social media posts. Our primary goal in interacting with our customers or prospects should be to motivate them to respond in some way. Whether it is to sign up for a newsletter, request more information or a consultation, attend a seminar or social event, or even print a coupon, we need to ask our customers to do something. We need a call to action.
Your Call to Action in an email or newsletter will be more effective if you use the following guidelines:
- Make it easy to see. Use contrasting colors, bold, simple text and maybe even create an icon or button to click.
- Allow multiple options to take action. In addition to having a button to click, you could also include links in your copy or in another logical place in your communication.
- Convey that the action is simple and won’t require much time. Most people want their information brief and to the point. They like immediate gratification. Few people will willingly fill out a 20 question survey just to sign up for a free quote.
- Communicate value. Customers and prospects will likely be more open to your request for their information if you offer something of value in return, such as a free e-book or a trial period on a product that will help them solve a problem
- Create a sense of urgency. Use text with words such as Download Now, or Receive your Free Copy Today
Chances are you have plenty of opportunities where you can include a Call to Action in your interaction with your customers and prospects. Using them effectively will turn those “eyeballs” into customers and help build your business.
Tell us about your most successful CTA (call to action). Add your comments and share them below. We’d love to hear from you.