Many times the attention of content creators is focused on documentation, analyzing search intent and producing quality texts.
However, there is another important step to take in lead generation, namely the creating incisive calls to action, for stimulate conversions and increase sales.
Therefore, a good writer must be able to complete the texts with attractive and direct invitations that direct the attention of viewers towards carrying out actions beneficial to the business.
What are calls to action?
La call to action (CTA) is a call to action placed in web content to encourage the reader to take an action that is beneficial to conversion goals.
The call to action can be simple text as well as a highlighted button or widget. It can be an element with the function of transporting the user to another page where they can perform a desired action, such as leaving their data in exchange for an attractive free product.
Conceive calls to action Convincing is an activity that is anything but obvious and not necessarily easy to complete. In fact, it is necessary to be able to combine clear indications about what you want users to do, with an idea of advantage that will be the responsibility of those who accept.
In fact, CTA It is essential in lead generation campaigns to convert casual visitors into real customers and get them to perform actions such as:
- Request a quotation
- ask for more information
- download a trial version of a product
- download an ebook
- subscribe to the company newsletter
- invite sharing on social networks
They are also very useful invitations to create a strong community around your brand and increase the visibility of your content.
Many times it uses expressions such as “Click here”, “Discover now”, “Register now” to make clear the action to be taken.
Once they click on the call to action, the user is on a landing page that prompts them to take an action (for example, providing their contact details to sign up for the newsletter) or that thanks them for doing so ( for example, thank you page after placing an order). In this way, an occasional contact can be transformed into a real lead (commercial contact).
Therefore, we have such a process:
- land on landing page
- call to action id
- click on the call to action
- landing on a “thank you page” that offers what has been promised and thanks
How to create effective calls to action
An effective call to action should be able to capture the viewer's attention and push them to take the desired action.
The important thing is to always put the user's needs at the center, acting on the levers that really push them to act.
Una call to action effective must:
- express how you are able to satisfy the person's need
- Push in a "friendly" way to encourage the viewer to take action towards the product or service that is being offered
- indicated clearly the action you want the reader to take
- adopt the company's usual tone of voice
The CTA should be concise and direct and clearly express the benefit the reader will receive if they take the suggested action.
The call to action should be placed in strategic positions on the page so that it is perfectly visible and attracts the user to click.
It should aim directly to indicate the action to be taken and the promised advantage, without getting lost in flourishes.
Some examples of effective calls to action may be:
- Join our community and discover all the tricks to win!
- Download our software and keep track of all your expenses
- Leave a comment and share with your friends
- Save now
- Discover our free guide
These texts aim to make it very clear in a few words the benefit that those who carry out the requested action will receive, without stopping there, inviting the viewer to act immediately.
Although using verbs in the imperative form may seem aggressive and “rude,” it allows for a more direct reception and more effective action.
Netflix Call to Action:
“Watch whatever you want anywhere. Cancel whenever you want
Free subscription for one month.
It is effective because it expresses the advantage of looking at countless products, as well as the possibility of subscribing to a free subscription with no obligation and easy to cancel.
Trello reports instead:
<< Trello helps groups move forward with work. >>
to illustrate how the proposed product manages to increase user productivity.
Evernote reports:
<< Better grades, to do more.
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which suggests the benefit in terms of job simplification it offers, and then invites you to sign up immediately.
Therefore, it is all about choosing the right combination of shape, text and colors that can capture the viewer's attention and push them into action.
To evaluate the effectiveness of each choice, A/B testing specific: they consist of changing a small number of elements to evaluate which arrangement allows obtaining the best results.
Where to insert a call to action
It can be placed in different places on the page:
- immediately after the first lines of text (when the reader's attention is still high)
- Where the user could perform an action prompted by a marketing lever
- in the middle of the page (when the attention of interested readers is still high)
- at the bottom of the page (aimed at very interested readers who have reached the end of the content)
Another effective lever consists of the principle of escasez , according to which an offer is all the more attractive when it is proposed and when it is quickly exhausted. The prospect of limited time available to use it leads to signing it more effectively.
A call to action in the form of a question allows you to push the reader to argue about something that worries them and attract them to take an action as a consequence of this awareness.
Something like:
<< Do you know why you won't have enough money in retirement? Download the pdf and find out. >>
it puts the flea in the reader's ear and pushes him to make sure he is not neglecting something important.
The offer Delivery to Italy takes one or two business days It's another incentive to display to attract clicks.
what do you think about it? Let's talk about it next!
