Neil Patel’s recent blog ‘How to Create the Perfect Call to Action’ certainly addresses the how-to in writing that call-to-action copy that will not only attract your target consumers but also increase your conversions which – let’s be honest – is the primary objective of most businesses.
So we thought to summarize a few of Neil’s main strategies that will make devising the perfect call-to-action a somewhat easier task.
1. Use Free Trials
Definitely a tactic for those companies selling software or any other type of online service, a free trial call-to-action is certainly one that works well.
Free trials generally have a very tangible impact in expanding your customer base as they provide a source of useful information that extends beyond a company/brand encounter.
They allow a customer to actually experience what using your service would be like – providing insight into your product and answering a lot of questions that those customers need solving.
As for how long the free trial should last – this is entirely up to testing the waters. Be it 7 days or 14, experiment with the length and determine through proper data analysis and results which period results in the highest conversions and go with that.
2. Don’t make Customers Wait
The days of customers waiting patiently to receive the product or service they’ve signed up for online are pretty much done and dusted. It’s all about instant gratification – wanting something not now but yesterday.
Apparently this isn’t true in the real life scenarios. But it’s especially true on the web. So much so that Patel says ‘when it comes to persuading people to take action online, especially when you’re selling a digital product (e.g., an ebook or software), even a slight delay in giving people what they want will affect your conversion rate negatively’.
So while using online call-to-actions such as Download Now of Get Your Free PDF will motivate consumers to click based on the ‘I want it now mentality’, you need to ensure that the speed with which you deliver is immediate to ensure conversion.
3. Evoke Curiosity and Use Persuasive Words
Patel references Andrew Sobel’s rules for evoking curiosity. There are two that stand out. One is that you should ‘Tell people what they need to know, not everything you know. Give brief answers to questions’. The other is ‘Tell people what you do and the results you get, not every detail about how you do it.’
So when you are creating your optimal call-to-action, keep these rules in mind. Consumers are emotive beings after all. So use words that will pique the curiosity just enough to appeal at those emotions that will coax them to take action.
And what are some of those persuasive words that you should be incorporating into the text of your call-to-action? Those words that seem to convince your target customers to actually take action? Patel summarizes them perfectly. They are:
4. Create a Call-to-Action that has Actual Benefits
Consumers are only interested in something that will provide them value. They won’t click on anything that doesn’t at least insinuate that they will be given something useful in return.
Patel’s Google analogy probably describes this tactic best. What positions Google ahead of its competitors is its ability to provide its users the most useful information in response to what those users are searching for on Google’s search engine. If they don’t, users will simply move on to other search engines that will give them what they’re looking for.
The same principle applies to the benefits that you are offering through your call-to-action. If you can’t show or evidence the value that you are delivering, your target consumers will simply not click your call-to-action button. Period.
As Patel says, it’s your call-to-action button that has the biggest impact in terms of your landing page, promotional banners, sales copy and PPC ad campaigns generating quality leads and driving customers to your business.
And there are of course other call-to-action tactics to take into consideration, but ultimately it’s all down to trial and error as no two industries are the same.
So test, test and test again until you find the perfect variation that will compel your target audience to click and convert.