CTA solves several problems:
First, CTA should clearly explain what the user needs to do—buy/order/subscribe/write a mail to Santa Claus.
– A well-thought-out target action pushes the user to become a client: it finally removes doubts, if any.
– Motivates the consumer to take action due to special conditions: the provision of a bonus, a discount, a set limit.
We share with you a step-by-step checklist for compiling an effective target action
– Decide what the user should do.
– Enter the keyword in the wording: buy + … (or your option)
– Give the user a bonus or tell them what they will get: buy + …, 10% discount on the first order / we will deliver … within a day.
– Make the user’s task easier—specify what to do: call/fill out the form / write a message and so on.
There is no one universal formula for compiling a CTA, everything is situational, you need to look at:
– business topics;
– target audience;
– specificity of goods/services;
– other factors (they are always situational).
Here are a couple more hacks:
– The target action should be specific and understandable to the user: no if, we will try to help—only specifics: we will help, we will find a solution, etc.
– Clearly explain what the client will receive if he fulfils it: a 10% discount …
– The target action must match the overall design of the site.
Instead of totals
Remember that if there is no target action on the site, then the conversion will not appear either—this is a required attribute. Call to action is not a sales tool, it is an assistant, if the content on the page is of dubious quality, then no magic button will help. Therefore, look at everything in general and then refine the particular points.