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Beyond Click Here - Developing a Call To Action That Really Works
- 1. HELLO dana@lobstervine.com linkedin.com/in/lobstervine @lobstervine Soco Nexus Toolkit Lunch Seminar: Beyond “CLICK HERE!” – Developing a Call To Action that Really Works Delivered by Dana Weitzenberg of Lobstervine Web Design
- 2. CALL TO ACTION How do we get visitors to do what we want them to do?? Just tell them what to do!
- 3. NOT ALL CTAs ARE EQUAL STRENGTH: weak, strong, organic, irresistibly attractive TYPE: implied rarity, helpful offer, numbered list, expertise, convenience, warning, question… DESIGN: contrast, form
- 4. Let’s Make Our Own: Home Page CTA Company: “Kombucha Klub” – subscription delivery CTA location: On website home page Targeted Audience: Health nuts, hipsters, people with tummy aches Goal: Sign up for a kombucha subscription
- 5. CTA Copy • Intro text (optional): Intro text to give some explanation or incentive to click the button • Button text: Short and sweet and to the point! We’ll rate our CTA’s: How STRONG? What TYPE? (DESIGN comes later)
- 6. HOW STRONG? STRENGTH: weak, strong, organic, irresistibly attractive WEAK: Gives no compelling reason, e.g. “Sign up” “Click here” “Submit” STRONG: Imperative, almost scolding, e.g. “Click here now” “Buy now” ORGANIC: Natural and conversational*, e.g. “Reserve your spot” “Sign me up!” *also personal IRRESISTIBLY ATTRACTIVE: Provides one or more compelling reasons, shows user has much to gain and nothing to lose by clicking, e.g. “15-second sign up + limited spots available”
- 7. Let’s Make Our Own – CTA Headline Company: Kombucha Klub CTA location: Emailed blog post – also appears on social media, etc. Targeted Audience: Healthy hipsters with tummy aches Goal: Click through to website
- 8. WHAT TYPE? HIDDEN, RARE KNOWLEDGE – Discover the Secrets of … HELPFUL OFFER – The Sure-Fire Way to … CONVENIENCE – The Easiest Way to ... NUMBERED LIST – 23 Reasons You’ll Want to … URGENCY/SCARCITY – Hurry! Prices are Increasing … WARNING – The Top Mistakes People Make When … APPEAL TO CURIOSITY – You Won’t Believe What … SOCIAL PROOF – 20% of Facebook Viewers Agree … NEGATIVITY – Sick of Feeling Sick? ... APPEAL TO THE DARK SIDE – How to Cheat Your Way Into … EXPERTISE – Researchers Agree On … OPEN-ENDED QUESTION – Do You Really Need To …? MEDIA CONTENT – [VIDEO] Headline Here … TYPE: implied rarity, helpful offer, numbered list, expertise, convenience, warning, question…
- 9. CTAs - DESIGN DESIGN: color, placement CONTRAST: Any color … as long as it stands out! FORM: Size & placement: CTA should “jump out”. Ideally just one CTA per page.
- 11. THANK YOU! dana@lobstervine.com linkedin.com/in/lobstervine @lobstervine Soco Nexus Toolkit Lunch Seminar: Beyond “CLICK HERE!” – Developing a Call To Action that Really Works Delivered by Dana Weitzenberg of Lobstervine Web Design