Call to Action. Direct and manage
Attract attention. Evoke emotion. Encourage action. Keep it short and sweet. It all comes down to a call to action. The CTA is a kind of hook, a clue that leads the user to the desired action and helps to keep the potential customer by guiding them.
Hint or direct? Ask yourself three questions. What target action do I want to get from a customer coming to my site? Is there an appropriate button or call to action on my resource? Is everything working properly in my online shop?
Targeted action
Banners and buttons with a clear call to action should be stylistically clear and visually striking. The first screen of the site, the transitions between pages, the design of the social network account - everything should somehow push the customer to make a decision. If the user does not understand what is being asked of them, all the effort put into preparing and thinking through the content or functionality will be in vain.
Be concise and creative
Brevity and relevance separate a good CTA from a bad one. By grabbing attention, the CTA stands out but doesn't get in the way of the user experience. A countdown timer as a CTA creates a sense of urgency and encourages you to buy now.
The right moment
When planning the navigation of your site, you need to think carefully about when your target audience will "read" your call to action. For example, if a user is browsing the "About Us" section, a call to action button on that page may cause a backlash because it doesn't make sense.
Check it!
If you want people to call you, check that the phone number is highlighted on the website. Is it clickable on the mobile version? Place the phone at the top right of the page and make it clickable on the mobile version. Are the correct buttons visible? Is the email going to the post office?
Can a customer ask a question, request a call, write or chat without making a payment? What buttons, other than "order" and "buy", are there on your resource? Maybe you sell a product with a long transaction time and a more realistic target action for your customer would be "Sign up for a consultation" or "How to split the payment".
Is it possible to go from your social networks to your online shop in one click? If you sell directly from social media, monitor comments and respond immediately. Check how the CTAs work: the "Call" button and the widget for collecting enquiries.
How and what to write?
Be very specific. If you want someone to buy something or subscribe to your channel, say so. The user should not be able to guess what you want from them. Formulate your request precisely.
The effectiveness of the CTA depends directly on the pricing structure, the volume of traffic to the site, the quality of the product or service, and the marketing plan for the campaign. Engaged in the internal optimisation of business processes, Halla Systems Co. Ltd offers its clients a set of proven strategic and tactical solutions for the effective use of CTAs in all media (website, online shop, social network). We know from experience that in e-commerce business it is better to use a direct call to action:
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add to basket
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buy product
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order delivery
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call
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request callback
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Consult
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direct line to a manager
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invite a specialist
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download (catalogue, file, price)
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fill in a form
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send an application
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ask a question (in an online form)
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leave contact details for feedback
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leave feedback
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download a promo code / sticker
How do you promote your business?
When describing your benefits, use concrete facts and figures instead of "water" and adjectives. Instead of "quality product" - "10 year guarantee". The phrase "wide range" means nothing, but the fact that you have "1500 products in stock" on your website is significant. What are "low prices"? What do they mean? "2.5 times cheaper than the equivalent" - the numbers are eye-catching and easy to remember. Communicate the benefits that matter to your customers.
Unusual CTAs on the websites of famous companies
Amazon: "One click can change your life". One click can change your life.
YouTube: "Subscribe now." Subscribe now.
Shopify: "Start selling today". Start selling today.
LinkedIn: "Connect with professionals." Connect with professionals.
PayPal: "Get started." Get started.
Tesla: "Reserve yours today." Reserve yours today.
Google Drive: "Store, share and collaborate." Store, share and collaborate.