Getting clickable calls to action right


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Getting your 'clickable' call to action right is about a lot more than simply saying "click here". In this presentation we offer a few hints and tips that will help to ensure you get the best results from your next campaign...

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Getting clickable calls to action right

  1. 1. Effective Copywriting Part II – Getting your calls to action right…
  2. 2. Getting your ‘clickable’ call to action right* * A collection useful hints and tips – some that we’ve learnt from experience and some that we’ve stolen from others...
  3. 3. 1. Don’t use ‘submit’ on your form buttons (or in your email copy)
  4. 4. It scares people. After all, ‘submit’ is a term full of commitment. Rather than remind people that they’re about to hand over their personal details, remind them why they’re doing it… … use valuable action text such as ‘download whitepaper’.
  5. 5. 2. Don’t hide your CTAs
  6. 6. Hiding a CAT can be fun (if you’re that way inclined). Hiding a CTA is silly. Make sure your CTA is above the fold and ideally keep them in the readers ‘eyepath’. If you need lots of content on your landing page (and we recommend you don’t), have two calls to action – one at the top of the page and another at the bottom.
  7. 7. 3. Don’t make your CTA the same colour as the page background…
  8. 8. It makes it hard to pick out Use a contrasting colour instead If the CTA can’t be easily seen or read you will lose at least some of your prospects.
  9. 9. 4. Make your CTA clear and concise
  10. 10. That’s right, clear and concise… Don’t use lots and lots of words as that would be daft. Using too much unnecessary text would be a waste of space, not to mention that too many words would make readers very bored and lose attention. Yawn. What was I saying, oh yes, don’t go using too many words when just the one word will do. If you repeat yourself or just ramble on too much when you don’t need to, you will completely fail to engage the reader and more than likely they will give up. Even if you include one strong call to action somewhere along the way, they probably won’t actually notice it. A vague call to action among lots of text won’t perform like a clear call to action will do amongst more concise text, etc, etc (you get the idea…) Use compelling and actionable copy that tells the reader exactly what to do
  11. 11. 5. Don’t link your CTA to your homepage
  12. 12. Linking from an advert in an email bulletin to a dedicated (or at least relevant) landing page will provide a far less confusing user journey than linking to your homepage. Don’t expect people to go to your homepage and search around for relevant content. They won’t.
  13. 13. 6. Don’t ask for too much... Or you may get nothing!
  14. 14. You know what happens to kids that ask for too much… The more CTAs you include the less response you’ll get. As tempting as it can be, don’t ask the reader to visit your webpage, email you, follow you on Twitter, and/or phone you - experience proves they won’t do either. Instead provide a single strong call to action.
  15. 15. 7. Experiment with your CTAs
  16. 16. Try some A/B testing. It takes planning, but not a huge resource. Testing could be especially valuable if you’re able to target specific groups, where some CTAs may be more effective for certain groups than others
  17. 17. 8. Optimise CTAs for mobile devices
  18. 18. • Keep copy concise • Don’t use flash or complicated animations • Give careful consideration to the user journey
  19. 19. 9. Multichannel your CTAs
  20. 20. Don’t miss opportunities to support campaign results by promoting CTAs across all marketing channels Messaging should be consistent, but copy style, length, and tone should be channel appropriate.
  21. 21. 10. Ask for help…
  22. 22. If advertising through a publisher such as Sift Media,you have nothing to lose and lots to gain by asking for help or advice. Our campaigns team have years of experience when it comes to knowing what works and what doesn’t when engaging different audiences, job roles or industry sectors. A quick chat could have a big impact on your campaign results.
  23. 23.