Call-To-Action
Improve the effectiveness of your website & marketing collateral
Alex Cumberland
Call-To-Action
"Buy Now" or "Sign-up" Buttons.
The specific action that a marketer wants their customer or audience to take next.
Wesite Pop-ups & Forms.
"Read More" links.
LIFE IS SHORT
DON'T LEAVE IMPORTANT WORDS UNSAID
During this session
Writing Tips
Tools to Test & Improve
Use Cases & Ideas
No more motivational posters
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Dash Social
Dash Social
Ranking Australia
Writing Tips
"Free Trial" and "Get Started Now".
Use action words, describe what the user is doing.
Consider writing in first persion to grab attention.
Clear, concise and targeted.
Focus on the benefit when writing accompanying copy.
Additional Conversion Tips
Upfront pricing - people love numbers.
Simplify the layout, and clear clutter & distraction.
Be mindful of contrast with buttons / text & backgrounds.
Landing Page Influence Function for Tests™
(or LIFT™), by Widerfunnel
Value Proposition
The vehicle that provides the potential for Conversion Rate is the Value Proposition.
Is your call-to-action going to provide value?
Have you communicated that value?
Other Conversion Drivers:
Relevance
Does the landing page relate to what the visitor thought they were going to see?
Clarity
Does the landing page clearly articulate the value proposition and call-to-action?
Urgency
Is there an indication that the action needs to be taken now?
Tools to Improve
Call-to-actions
Thanks for your time
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The Call-To-Action
By Alex Cumberland
The Call-To-Action
Improve the effectiveness of your website & marketing collateral.
