Crafting a Strong Call to Action

In order to see the highest conversions for your landing page, your call to actions must embody the Three C's: clear, customized and convincing. No matter what the content on your page says, you won't convert well until a user is inspired to act. Composing an effective call to action requires you to observe a number of guidelines. Your user must be able to locate the call to action and it must be clear what they're supposed to do. The call to action should be customized to the target audience and appeal to their sensibilities. And finally, you must use language that convinces users that buying your product or subscribing to your offer/service is the right thing to do.

Making Your Call to Action Clear

Get to the point. A reader may simply be looking over your landing page without really reading all of the content. Your call to action should be separated from the rest of the copy and jump out at the reader. They shouldn't have to weed through images and text to find a button they can click or a form they can fill out. I'm not suggesting you dumb down your content to direct users to where they can take action. Your readers are intelligent, but they're also generally busy. By setting apart your call to action from other on-page elements, you're doing your readers a favor by saving them time and mental overload. Studies have shown that ads containing links that say "Click Here" are more effective than those that don't. Don’t be afraid to tell your viewers what they need to do, they won't mind. Give it to them straight. Metaphors and flowery language can be in your copy, that's what it's there for.

Customizing Your Call to Action

Is your reader learning about your product for the first time? Is he comparing your product offering to a long list from other providers? Does he have his wallet out, ready to buy? Get into the mind of your consumer, how did he find your page? Depending on your user's intentions, your call to action will have to vary to see the best conversions. Find out what the viewer is looking for and how you can assist in them getting it.

Convincing Users to Take Action

Explain why your user should do what you want him/her to do. Use your powers of persuasion to identify what the reader needs and why clicking that call to action will benefit them. "Order now for a free gift!" is a great strategy. Special offers like time limits on the offer or price can convince people to order now as opposed to bookmarking the page. Use action verbs and urgent language to help viewers visualize themselves taking action.