How to Increase Call to Action Effectiveness with SEO

Post written by Nate Vickery
On Friday, December 1st, 2017

Today, there are billions of web pages and their number keeps growing. So, how do you know that your visitors will remember your website and find it next time? Of course, by providing them with the exceptional user experience, engaging content and unique products. However, that’s not enough. In order to engage them and get them to take action instantly, you need to have a powerful call to action.

Unfortunately, the majority of businesses haven’t still recognized the importance of this strategy. So, if you have taken even the tiniest step to creating an effective call to action, you’re probably doing better than 70% of companies.

Here is how to create a killer CTA that will convert your website users into leads.

Offer Value Proposition

When creating a call to action, keep in mind that your users value their time. Precisely because of this, the way you convey your message to your audience is the backbone of your CTA effectiveness. In order to go with a personalized and honest approach, you need to forget about generic phrases like “Learn More,” “Download,” or “Submit.” Remember, your main goal is to tell your target audience what exactly they will receive in exchange for sharing their information with you.

If you are offering, for example, a free whitepaper that helps small businesses increase website traffic, you need to highlight how they could benefit from it. In this case, a CTA text like “I Want to Improve My Website Traffic” might be an excellent choice. Additionally, people love the free and exclusive stuff. Given this, you can also emphasize that they don’t have to pay for it, by saying something like “Get My Free Whitepaper Now.”

Create a Sense of Urgency

Most marketing materials aim to inspire users to take action immediately, not later. This is exactly why every strong CTA needs to deliver a sense of urgency. Unsurprisingly, the key to achieving this lies in choosing powerful words and organizing them strategically. For example, by offering a timeline, you clearly state that the offer is limited and, in order to take advantage of it, your customers need to act fast. “Act Now to Get Our 40% Discount!” is just one of a plethora of examples that will help you get your users to prioritize their decisions and convert. If there isn’t time constraint for your deal, on the other hand, you could simply add a hint of relevance and urgency with the adverbs like “Today” or “Now,” like in “Buy Your Tickets Today.”

Use First-Word Phrasing

It is fascinating how even the slightest tweaks in your CTA can make drastic changes in your conversion rates. One such example is the use of pronouns. In a recent research, two identical landing pages with different calls to action were compared. Namely, while the first call to action was written in the first person, the second one was written in the second person. If such tiny differences in wording might seem ridiculous to you right now, you’d be surprised to find out that the first option got 90% more clicks than the latter.

What we can conclude from this example is that, to gain more clicks, you should use first person point of view and, thus address your target audience directly. Instead of the “Book Your Seats” CTA, for example, you should go with “Book My Seats.”   

Leverage Social Proof

Did you know that over 70% of Americans look at product reviews before making a purchase? This is why social proof has become the nerve center of every aspect of your digital marketing strategy and CTAs are no exception. Seeing that people just like them have subscribed to your website, your potential consumers are more likely to do exactly the same. Include important statistic, such as “See why 9 out of 10 customers rate our services as exceptional” in your CTA and show your visitors that, by doing what you’re asking, they will become a part of a massive community.

Test the Effectiveness of your CTAs Regularly

In a recent conversation with marketing specialists doing SEO for Hong Kong-based businesses, we found out that CTA testing is the holy grail for every marketer. Namely, in order to boost your conversion rates and your revenue, you need to assess the effectiveness of your calls to action and adapt them in accordance with the results you get. You should test colors, format, size, length, messages and the position of the CTA button in order to optimize it for the users.

There are numerous ways to analyze your calls to action, including A/B testing, monitoring the number of clicks and views of your CTA, tracking the number of people who actually clicked on your call to action after seeing it, and, finally, determining how many people submitted a form upon clicking the CTA. Choose the testing method that addresses your requirements, such as looking at the information on the individual landing pages, conducting an in-depth analysis of each call to action you’re interested in and charting its performance.

Conclusions

Sometimes, delivering and sharing top quality content is simply not enough for you to inspire your visitors to take the desired action. In order to boost customer conversions and improve your cash flow, you need to create a powerful and well-optimized call to action that your content is worth their click. Hopefully, the tips listed above will help you turn your ineffective CTAs into conversion rate boosters.

About the Author:
Nate M. Vickery is a business consultant and editor-in-chief at Bizzmarkblog.com. He has a degree in marketing and almost a decade of experience in company management through latest technology trends.

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