▷ How to improve a call to action (CTA) for better communication with a potential client?

Since getting your calls to action right is vital, you should spend some time making sure they are optimized for wording, color, placement, and other factors. Follow these 10 tips and best practices for optimizing your call to action (CTA or call-to-action) and improving your marketing strategy…

1. Use action text

Remember that your CTA is a call to action. Think about the different actions your visitors might take and use the most action-oriented version possible. ‘Get the newsletter’ does not have the same effect as ‘see the newsletter’ or ‘subscribe to get more’. The first example is negative – it describes what will happen to your prospect after he does what you want. Instead, focus on what you want them to do.

The CTA can focus specifically on the actions you want them to take so that they feel compelled to participate. “Buy Now” and “Register” and similar formulations. However, you can also write a call to action emphasizing the results they will get. For example, the phrase “boost your technical career” might inspire someone to enroll in an online course. Knowing the secret to high conversion might make someone intrigued enough to sign up for your free educational webinar for example.

2. Create urgency

Creating a sense of urgency or scarcity is a well-known and effective trick for initiating conversions. You can do this in different ways:

  • Use time-related language: “Buy now”, “Start now”, “Sign up today”;
  • Use words like: “limited,” “reserve your place,” “last chance,” “sale ends tomorrow.”
  • Add a countdown timer to indicate when offers will expire.

Create a marketing FOMO (fear of missing out) which refers to the fear of missing something. This technology will trick users into completing the procedure or risk losing everything it has to offer forever.

3. Keep your CTA short

Writing a call to action confronts you with a double-edged sword: you need your call to action to be brief, but you only have a moment to make the point. To stay on the safe side, write two to five word calls to action. Try rearranging and deleting the words until you’re done summarizing your message to the core. If you’re concerned about missing important details, consider creating additional landing pages that focus on different aspects of the campaign.

4. Check your landing pages

There is no point in having a very effective call to action if the user clicks on it to go to a broken page. Once you have created your webpage or email, be sure to click on all of your CTAs and verify that the links point to the correct page and that all forms are working properly.

5. Try reverse psychology

When talking about reverse psychology, the idea is to present two options to the user. Instead of ‘yes’ or ‘no’, use the power of reverse psychology to get the user to take action that will result in a diversion in your favour.

6. Use responsive design

Remember that at least half of your users are probably browsing your site or reading your emails on a mobile device. Before posting, make sure the placement and appearance of your calls to action are appropriate for multiple screen sizes. The ideal placement for your call to action is at the top of the page and in the middle column. This is where most people look when visiting a landing page.

7. Personalize your CTAs

Customizing your CTAs can increase your conversion rate by more than 200%. This does not mean that you should put “Click here” [prénom] ! Everywhere, but using data that’s always been good for you. Skillfully adjust your CTA wording based on the user’s location, whether it’s an existing customer or a new potential customer, and other relevant factors.

8. Use contrasting colors and white space

To be effective, make sure your call-to-action stands out from everything else on the page: use contrasting colors to make this as simple and easy as possible. In fact, if your CTA is the same color as the rest of your text, it will be blended into the background. Also, use plenty of white space around your CTA so it can stand out more. And don’t forget its size: make the text larger than the text around it.

9. Turn your CTAs into a button

There are many ways to design your own calls-to-action with hyperlinked text, graphics, or photographs, but buttons transform the best of them all. This is because the human brain is wired to expect an action when the button is pressed. Buttons are also very tempting: we always want to press them. this is normal …

10. Test and refine

It’s unlikely that you’ll be able to create a completely optimized call to action from scratch. This is an ongoing process that allows you to constantly test and improve your CTAs as you learn more about what works best for your audience. To do this, A/B testing allows you to divide your audience into two parts to show them two different versions of a CTA. Do not modify several elements at the same time, but compare variables such as color or location on the page for example. The version that converts the best is the one you will adopt.

It can be easy to fall into bad habits or stick to the status quo when it comes to your calls to action. By staying aware of these best practices and best practices, you can stay more accurate and achieve more results. So never lose sight of ways to improve an existing call to action to connect more powerfully with your potential customer.

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