The CTA is used to ultimately help you to convert your reader into a client or customer. It tells them what they should do next. Here are some examples:
⦁ You may want them to download a whitepaper or a PDF
⦁ The CTA could take them to view a video
⦁ It could take them to a registration page for your online course
⦁ Maybe this will take them to a page to request a quote
⦁ Have them to sign up for your newsletter
⦁ Order a product or service
So, how to implement it?
The CTA process goes as follows: CTA > Landing Page > Thank You Page
A CTA that leads to a landing page then to a thank you page is part of the conversion process of an optimized call-to-action.
Example: Create a catchy headline box to get the attention of your reader along with an offer, and then once they click on it, it should take them to a landing page. The language used on the CTA page should also follow on the landing page, and this is an important point that we will come back to. After they get to the landing page and complete the form, they should have immediate access to what was promised. This is also important, and if you are not providing something instantly, make sure they know when they should expect their offer.
Always be clear, honest and straightforward.
5 Steps To Creating A CTA
(1) Include an actionable word - What is it that they need to do? Are they needing to download something? Then use the action word "download". Are they needing to watch something? Then use the action word "watch" or "play" in the CTA itself. Be clear and simple.
(2) Include the same keywords that appeared in the CTA and also using the same in your landing page as well. By using the same keywords throughout the process, you ensure your visitor is doing what they are supposed to do and avoiding confusion.
(3) Make it pop to get their attention. When creating your CTA you want to get the attention of your reader visually and content wise. Decide on what colors will grab their attention and get creative with Photoshop or Canva.com to come up with some creative boxes that look appealing on your page. Some people like to create text with images or use blocks with text inside as a way of designing their offer.
Also make sure that you create a catchy title that will also get their attention. Using the keyword, the offer that they will receive, and the action word (download, share, play, watch, etc) will increase the likelihood of them doing what you want them to do. In other words, this step will greatly increase your conversion process.
(4) Place your CTA above the fold. So once you create your CTA place it above the fold so that they won't have to scroll down to see it. You'll increase your chances of your reader seeing your offer if it's right up near the top of your page. So make sure you place it high enough to where it looks good on your site but also so that they won't have to scroll down to see it.
(5) Test one thing at a time. If you find you're not receiving any clicks test out one change at a time. Change the color, the positioning, or the wording. By changing one thing at a time, you'll be able to analyze the results to see if that one tweak was all you needed. If you change everything at once, you won't be able to tell which change helped to increase your conversion rate.
Creating your CTA.
1. What do you want to lead your reader to? What is the offer? What is the solution you're providing? Make sure it's something that has value and can make a difference in their personal or business life. Writing a call to action involves the use of creative writing, action phrasing, good grammar and a link or button that leads to the conversion page. Feel free to create one with visual effects, one trend that is growing is animated sign up forms in CTAs.
The short style can frustrate some writers, because they are so unpredictable in the conversion process and there is not one CTA that covers everything you will need. Often, marketers have two or three different CTAs which they tie into their analytics program, so they can measure results. While some perform poorly, others will do better. The purpose is to find a balance between good and bad call to actions.
2. What action word and keyword are you going to use? Remember to use this word consistently throughout your CTA from your Landing Page to your Thank You Page. It will give your reader a sense of familiarity which will build trust and the likelihood of them going where you tell them to go.
3. Remember to get creative visually and use Canva or any other graphic design software you're comfortable using. I would suggest you take a look at your mail. Not your inbox but your physical mailbox. Take a look at the flyers and see what really draws your attention. Use that for inspiration in creating your call-to-actions.
4. Create your Landing Page. The Landing Page should be the next page they go to after they click your CTA. You can easily create this for free at Mailchimp.
5. Create your Thank You Page. This is the next page after the Landing Page after they've given you their information in exchange for your offer. If you're able to provide them with instant access to their offer, provide it on this page. If you are not able to provide an immediate delivery, make sure you share when. Remember to be honest and upfront.