The saddest thing ever is a beautiful sales page that tells a wonderful story, shows the customer exactly why they need to buy this item right now, and they want to buy it, but they don’t because no one ever says to buy. It may seem obnoxious to you right now but if you don’t add a CTA – in other words, ask for the sale – people aren’t going to buy even if they want the item.
To create effective calls to action, try these tips.
Use Strong Verbs
The awesome thing about crafting an effective call to action is that you don’t have to just say the obviously anymore like “add to cart” or “buy now” you can actually put more words than that in any buy button so that it truly tells them what to do. You can put things like, “Yes! I want to save $300 today!” or, “Yes! I want to download my free checklist now.”
Provoke Emotion
Another tactic that you can use, assuming you’ve done your homework on your audience, is to seek to provoke an emotion from them via the copy that describes your product and the benefits. Your buy button can say something like, “Yes! I want to sleep better at night.”
Evoke Scarcity
No one likes missing out on anything. If you can evoke the fear of missing out (FOMO) via your CTA button, that works too. One way some people do this is with a timer going down with a short time price. You may need to use special software for that. You can just put something to the effect of the price is only good until a certain date, or if it’s a course or webinar, that only so many people can join.
Lead with Benefits
You want your audience to know the benefits of your offer, and you can actually lead with benefits on your call to action. “Yes. I want more time in my day.” This shows that by buying this offer, you’re going to get more time in your day.
Know What Your Copy Looks Like
When you publish anything, how it looks will depend on the platform the audience member views it from. It’s important that you optimize for whatever platform and browser most of your audience uses but set it up so that it’s responsive to all platforms and works on all platforms.
Keep Your CTAs Fresh
Occasionally you’ll notice a former bestselling product starts dropping off in sales. In that case, you can go in and refresh the CTAs to make them feel newer. Brighten the colors, change the fonts, change some text, and you can breathe new life into your offers.
Lower Their Fear
One way to make your CTAs more effective is to ensure that you address any trust issues or fear around the CTA by offering a refund or some other language that helps them avoid any fear of buying your products.
Using the right words to express to your audience the call to action is important. But so is using the right format. Using bigger buttons that stand out from the rest of your site is a good option for you. Do remember that some of your audience are looking on mobile devices so make sure everything works across all platforms. And never forget to ask for the sale.
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