For marketers, one of the most frustrating things is watching leads fail to convert. No matter how well-designed your site is, well-written your content is, and carefully-targeted your social media sharing is, many visitors will not actively pursue your business for more information. This is where your CTA comes in.
Calls to action, or CTAs, are the directives that let your visitors know what they should do now that they’ve watched your video or found their way to your landing page. They may seem like a small, insignificant detail, but the presence of a well-done CTA can have a great impact on your conversion rate. 83 to 93 percent of post leads come from the post’s anchor text and internal link CTAs, and emails that added just one CTA saw a 371 percent increase in clicks and 1617 percent increase in sales.
Overall, an effective CTA will have the following characteristics:
Clickable buttons are one popular form of CTA. Making them visually appealing and easy to use are the most important qualities here. Consider the size of the button, the size of its text, the color of the button compared to the text and background color, and where the button is placed. The button should be easy to navigate, easy to read, and naturally eye-catching.
Your CTA will also need to consider how your leads are viewing your content. Fifteen years ago, it was generally accepted that your visitors would be viewing your site from their desktop computer. Now, that’s far from the only way to reach your audience. In 2017, it was found that the majority of US browsers were browsing on mobile devices, with desktops having the third-highest frequency. If you fail to account for mobile or tablet visitors when designing your button, you are effectively eliminating a significant portion of your potential client base before they can even
In addition to CTA buttons, many also make use of written CTAs in their blogs or articles (and buttons also will have some text). With written CTAs, there are two main factors that determine how effective it is:
As one final note, knowing your audience is key when designing a CTA. If your business’s brand is more on the relaxed side and your audience tends to skew young and open-minded, a creative, casual or irreverent CTA can appeal to their personality and make you memorable. However, if you work in a traditional industry with more conservative clients, it would be better to keep it conventional.
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.