A Call-To-Action
Mastering the web and other worthy endeavors.
If you want to get a lot out of your website, you must put a lot into your website. This month’s newsletter was written with that very theory in mind, and with the hope of providing you with some worthwhile information on the subject. Enjoy…
A call-to-arms for when you’re considering a
call-to-action
You should use a call-to-action (CTA) in every single marketing communication you create because they are, without question, the most effective way to generate leads.
That goes for ads, both print and banner, direct mail campaigns, emails, social media, trade shows, PR, and especially websites since approximately one-third of the world’s population of nearly seven billion people use the Internet.
There are a number of things to think about when developing CTAs. The ones that follow pertain to websites and to their design. Let’s start with size. Because CTAs have to get noticed for visitors to respond to them, make them BIG. Give them room to breathe and to stand out, too. Also, think about adding an appealing background color to them, because doing so will make it easier for them to get noticed. Placement is key as well. Definitely position your CTAs above the “fold.” That way visitors to your website do not have the added step of scrolling down to find them. Size, color and placement are all important, but do not forget about copy or text. Studies have found that visitors to websites read more text content than graphical content. So make sure your wording is clear, specific and action-oriented. After all, we are talking about calls-to-“action” here. Clarity is vital, as is beginning your CTAs with subjects and verbs. Subjects because they give your visitors a clear and specific idea of what your message is, and verbs because they prompt your visitors to act. Ever get the impression that the Internet is all blah, blah, blah, with too few facts and figures? Well then, add some substantive data to your CTAs. Numbers let your visitors know exactly what they are going to get from your offer, and what it is going to cost. Again, it is all about being clear. Write your CTAs so they are short and sweet. They should contain enough information about the benefits and specifics of your offer, but not too much because you will wind up with a convoluted message. Studies have found that the ideal length for CTAs is between 90 and 150 characters.
Consider the types of terms you use in your CTAs, too. Do not use any technical jargon. It makes your message and offer seem too complex, and not worth spending the time and the effort to figure out. Keep it simple and lively. And, make sure that the “value” for responding is coming through loud and clear.
- According to a 2012 report entitled, Interconnected World: Shopping and Personal Finance, 61% of global Internet users research products online.
- The same report also found that when searching branded products, 44% of online shoppers begin by using a search engine.
- In April 2012, notice, an on-demand software and services company, reported that 27% of emails opened on a mobile device during the second half of 2011, up from 20% during the first half of the very same year.
- It was reported in the March 2012 issue of top magazine that 59% of B2B marketers say email is the most effective channel in generating revenue.
- In a January 2012 report, Forrester Research predicted that the investment in email marketing will grow from $1.3B in 2010 to $2B by 2014.
- According to a 2011 report from Search Engine Land, 9 out of 10 mobile searches lead to action, and over half lead to purchases.
Keep the conversation with us going and growing
Thanks for reading this month’s Ferrante Speaks newsletter and learning about how variable data printing added to your printing mix helps companies grow.
If you’d like to learn more about the thinking around here at Ferrante & Associates all you need to do is Call 339 222-9232 and ask to speak with Audrey Ferrante or subscribe to our blogs (LINK TO SUBSCRIBE). You may also wish to follow us on Twitter , Google+ or Facebook.
