Multiple Calls to Action - Yea or Nea?

Multiple CTAs do work but usually in cases where you are dealing
with an informed buyer--almost presold OR when there is more
detailed information at where you are calling to.

For example, if you are selling a product where the prospect reading
your sales copy has already been exposed to your pre-launch sales
messages, then you know that you just want to get him over the line.
He already knows enough about your product to take action, but
just needs a little more convincing. In case you can place multiple
CTAs throughout the copy to get him to take action.

Another common place where this method works is in an email
when you are sending the reader to a full blown sales message.
The aim of the email is not to sell him directly, but to get him to
read the rest of your marketing message.

So I would say that multiple CTAs work on two ends of the
spectrum:

1. When the prospect is not informed and you want to send him
to the place where he can get detailed information.
2. When the prospect is informed and you just want to push him
over the line.

-Ray Edwards

Ben

Another question...

Do you mean more than one of the SAME call to action... like using more than one order button or link to buy throughout the copy... or do you mean DIFFERENT calls to action... like an order button, phone option, mail in option, etc...

I've been asked this a few times by students... only to find out each person meant something different.

Multiple CTA is really confusing. Or if you insist make it right, plan, and analyze well. but most of the times, it will not work. but to tip, consider the exposure level, if you think that customer has been through that CTA, then make a way for a new one (but not simultaneously).

In non sales emails I have a CTA near the top of the content and one near the bottom.

They use the same copy.

If it is a sales letter I'll have the one CTA at the bottom of the letter or at a critical buying moment.

Multiple CTA is confusing for your customer. Give your customer only one CTA multiple times.
For example - email marketing - give a link to a product or service 2 times in the email body and once more in the PS area.
Once the person takes advantage of this CTA then you can upsell with another CTA for a higher price item through a series of email autoresponders.

I would suggest having multiple calls to action especially if you have really long sales copy. The CTA should be identical in all placements. This prevents confusing the buyer.

The most effective sales copy is on that offers a version (top portion) for those who are ready to buy. The longer sales copy (below) is for those who are still on the fence ans need more information.

Placing a CTA after the first section allows the buyer to go to your sales page without scrolling through you longform copy.

Just read this post by Ryan... it covers your question pretty well
in #1...

4 Ways to Make Your Website a Lean, Mean Conversion Machine

In my experience... create your page with a single most wanted response you want
the site visitor to take... and only give them that one option.

Thanks everyone. I really appreciate the tips!

Think this has helped me come to the conclusion that it might not be a bad idea to test the same CTA multiple times vs different CTAs multiple times vs just one CTA and seeing what the numbers say. Thanks again!

I have a Bill Glazier advertisement in my swipe files that has about 10 calls to action on it. However, it is a printed ad for a clothing store that he used to own.

I don't think it always works on Web copy. I have seen ads by Kennedy, Silver and a few others that have CTA's at least 3 times spread out through their copy online.

I guess it is just one of those things you'l have to test. (Should be doing that anyway! Ha ha !)

God Bless,

ELMO

Have you heard of split testing? end of story!