Regardless of the marketing tactics that your business employs, several tips for higher conversion rates can help you increase the value of your marketing dollars and the time that you invest in promoting your product, service or site. Low conversion rates are often the sign of an outdated call-to-action or CTA. Changing how you approach your prospects when using a CTA can provide you with dramatic changes in the number of visitors that become paying customers. The following 8 strategies are designed to bring businesses up to speed in the rapidly changing frontier of internet marketing.
1. Focus on all three primary elements of an effective CTA.
A good call-to-action will be designed with three main things in mind: a clear statement of the action that customers should take, the encouraging words that serve to stimulate this action and a highly visible design that reflects proper placement, coloration and typography.
2. Practice single-mindedness and concision.
Your goal when communicating a suggested action to a potential customer is to be clear and concise. When designing your CTA it is imperative to avoid numerous hyperlinks that provide excessive amounts of unnecessary information that can sidetrack the visitors from your ultimate goal.
3. Use your words to prompt action.
Self-interest is the primary motivator for most internet users. Rather than telling prospects what they should do, your included text must clearly present the benefits of following your instructions. Rather than inserting a lot of fluff into your CTA, clearly define the direct benefit of the action. Instead of simply making a generic statement such as “Click Here” , issue instead a direct statement that reflects the benefits of clicking the link such as “Save Money Now!”. The action words that you use in your CTA and the implication of receiving a positive yield from following instructions, will prompt a much more desirable response.
4. Visibility should be the primary design goal of your CTA.
Your CTA should be the most highly visible feature of your e-mail, newsletter or page. It should be bold enough to call attention to itself. This is the highlight of your marketing effort and thus, should not blend, coordinate or take second stage to any element on the page. In fact, it should be surrounded with enough blank or white space to ensure that it stands apart from all other graphics.
5. Place your CTA in a prominent place.
No scrolling should be required in order for visitors to access your call-to-action. It should be placed in a prominent position and above the fold. The above the fold placement of a call-to-action has been found to be even more effective in boosting conversion rates than branding.
6. Include options in your CTA for different types of prospects.
Not all internet users are comfortable making purchases online. A CTA that offers contact via a toll-free number or through e-mail access will ensure that you do not lose prospects by simply not providing enough avenues of contact.
7. Use landing pages to make your CTA more efficient.
A landing page eliminates a lot of the potential for prospects to get sidetracked in the conversion process. By using a landing page to provide a potential customer with everything that he or she will need to know in order to purchase the product right away, you can make the most of the present moment attention that an effective CTA demands.
8. Implement a process of testing your CTA placement and design.
Using a control CTA you can test several different versions to see which produces the most effective results. All business owners who maintain an online presence must continue to strive for conversion improvement due to the frequently changing environment and nature of internet use. While increasing your conversion rate and maintaining a high level of success in this area is an ongoing effort, once you are able to effectively convert the highest possible rate of visitors a significant portion of your focus will also be required in maintaining your existing customer base.