Call to Action Advertising
Nationwide Marketing provides call to action advertising and search engine marketing in an effort to increase web traffic. On average, companies report that only 3 percent of Web surfers actually buy, according to a survey by Shop.org, a division of the National Retail Federation. What are your goals and priorities for visitors when they arrive on your website? Your call to action is message you convey and employ them to do once they have landed on your site.
The call action to action needs to be supported with a benefit statement for following your instructions. Your call to action should use verbs that compel the visitor to contact you or buy the product right now. Statements such as: “Try it risk free for 30 days and you'll see the difference”, or “Call now for a risk free trial offer”, or, “Order now and get a 20% discount and free shipping” may work, however each website has its own niches. The key is to find the right call to action for your website.
Here are some other effective calls to action:
- Make your call to action clear. Stamps.com used to have a small button labeled "Sign Up". But "Sign Up" is intimidating to customers, implying a lengthy form with lots of personal information, says marketing director Sebastian Buerba. They changed the label to say, "Get Postage!" which is more direct and urgent. Also, the button is now red, larger, and centered at the bottom of the page.
- Add a Sense of Urgency. Give a deadline for ordering by making a statement like “Offer good only for a limited time. Expires on [date]” or tell people that the price will increase by a specified date so they'll order before the price increases. This helps get people to act now and not procrastinate.
- Free Gift. Free gifts attract customers. They always have. As an added incentive for ordering, offer your free gift to the first 100 or 1000 people that respond.
- Not Available in Stores. If your product is exclusive to mail order, tell your customers, so they know they can't get the product at the store. Then, they'll know that they can only order the product from you.
- Free Supplies/Accessories. This is a technique frequently used by those who sell computers and printers, but can work with a variety of products. For example, ProFlowers uses this technique by offering a free vase with their flower bouquets. Combine this with a deadline by telling people that the offer is only good for a limited time and give them a date the offer expires.
- Make your “Add to Cart” button bigger. Sometimes, reworking your call to action may be as simple as making your “add to cart” button bigger. Case study after case study has shown that "add to cart" buttons which are more attention grabbing improve a websites conversion rate. Sites have experienced up to a 300% conversion rate by doing nothing more than reworking their “add to cart” button so that it's bigger and contrasts against the site better. Other times, you may just have to move your call to action higher on the page. It's best if the call to action is “above the fold”—about to be seen on the screen immediately.
- Make it easier for people to buy. Have you ever been to a site where you like the product, but you can't figure out how to go about buying it? Include your call to action in 2-3 places on a page, if possible. A graphic button at the top and bottom of the page as well as a text link in the body of the description ensure that wherever your visitor's eye wanders, they will know how to complete the transaction.
- Run an A/B Split Test. If you have two possible calls to action for your page and you can't decide which to use, you could run an A/B split test in which half your visitors are shown one call to action, while the other half are shown the second one. You could then count up which brought you the most orders.
Reward your customers for responding immediately with free gifts, supplies or accessories or other useful incentives. Be sure to always include phrases like on your site, so people know what they need to do at all times: Call Now. Toll-Free. 24 Hours a Day.
Then, they'll always know you're just a phone call away if they need help.