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Call To Action's
How To Allow Visitors To Guide Themselves Through The Buyer's Journey
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Call- to-Action: How To Allow Visitors To Guide Themselves Through The Buyer's Journey.
A Proven Method For Lead Generation.
A call-to-action or CTA is a clickable graphic, button or text placed in your website or email. They have a very simple focus and purpose: Assist buyers through their journey and/or collect information from Leads in exchange for content you are offering. Research has shown that only 60% of viewers read an entire article and 10% don't scroll past the fold.
This is why it is important to have a clear call-to-action to grab the reader's attention. It is highly unlikely they will read the entire article or webpage and then click the Contact Us tab.
3 Types Of Effective Call To Action
IN-LINE CALL-TO-ACTION
An in-line Call-To-Action is simply a link to content in the body of written content. Since most visitors don't scroll down, place this type of call to action early in your content. If you are looking for more phone calls you can link an inline CALL US to your phone number.
BUTTON CALL-TO-ACTION
A button Call-To-Action looks exactly like its name. One advantage of button CTA's is the ability to easily test color choice for effectiveness. Marketing portals like HubSpot allow you to perform A/B tests easily to determine if one color converts leads better than another. I
n addition, you can create A/B tests for copy( the words on the button) to determine what works best. If you are a service provider you can use a button for visitors to schedule service.
This is an example of a clickable button call-to-action.
Here is a good example from Alliance Calibration.
The Button Learn More takes the viewer to very detailed information about their services.
IMAGE CALL-TO-ACTION
An image call-to-action is an effective way to show a lead exactly what they will receive when they click the offer. The image to the left makes it clear you will receive a step-by-step- guide. You can get as creative as you want with image based call-to-action's. This is very useful if your ideal customer can relate to specific product or service images.
Pro Tip- Make your phone number clickable for mobile devices.
Check out this example from The Geiler Company.
Notice how their phone number stands out and they also have made the Call Us Now button a clickable link.
Does this sound familiar?
Your business invests money in online marketing but you aren't sure if that marketing is generating revenue. Everyone tells you that clicks mean success, but what your business really needs is more customers. At the end of the day, you just want your online marketing to do what it is supposed to do and grow your business!
Our results come from proven data-driven strategies:
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Define - Identify your ideal client and their buying process and determine what success looks like.
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Measure - Clearly articulate those behaviors that move your ideal client through the buying process.
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Develop KPIs - Key Performance Indicators to measure those behaviors.
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Analyze - Identify what content is resonating with your ideal client and moving them through the process.
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Improve - Amplify what is working and correct what is not moving your ideal client through the buying process.
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Control - Automate marketing to move your ideal client through the process.
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