Improve your CTA for more sales 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Digital sales strategy of how to improve your CTA click through rate

Quick read:

• Your CTA is an important part of your digital sales strategy, the right message, shape, colour can impact your business revenue.

• Make your messaging clear and concise, put urgency on it to get your audience to act now.

• Your CTA should be created in multiple variations of message, colours and shapes to test and see what performs best.

The digital sales strategy of improving your CTA:

Your CTA is a crucial part of your digital sales strategy, when your audience clicks through they've committed to buying from you. Once they've entered your sales funnel, you want to keep them going through each step until they check out and buy. But first, how do you get your target audience to actually click on your CTA?

Having the right CTA will increase your sales, and more people will click through to your products. It's important to position your CTA in the best way possible. This means the colour, shape, messaging and placement of your CTA. Did you know CTAs can impact sales by 45% or more if in the form of a button? To have the right impact wit your CTA, you need to consider these factors, design multiple variations and test them on your website. Review the results to see which performs best and use that one.

Consider the message, what does your CTA say? Buy now? Shop now? Get started? There are many variations you can use. Short CTAs always work great. If you want to get your customer to buy, you may want to test "buy now" or "shop now." If you want them to read something or sign up for something, you may want to test "get started" or "sign up now." These are a few examples, there are many more to create.

The location of the CTA also plays a factor. If your CTA is at the bottom of the page and your data is showing most of your visitors don't make it to the bottom; how will they see and click on your CTA? Every aspect needs to be considered to have the best impact.

How it impacts your business:

The message of the CTA will get your audience to take action. So consider keeping it simple and concise. It's the best approach to avoid confusion. If you confuse your audience, they don't understand what you want and leave without buying. Use social proof before your CTA placement to reinforce the right decision is being made and other customers are buying. People will follow what others are doing and feel more comfortable doing it.

If you own a gym and want more members. Consider this: "Join 1,500 other club members. Start getting fit today." This is social proof that 1,500 other people have joined, and you're not the only one. If they've done it, so can you.

Keep the location of the CTA above the fold, this is the top of the page as soon as you land on a website. Everything on the page without having to scroll down. Make it as easy as possible for your audience members to buy from you. You have 3 seconds of their attention, if they can't find what they're looking for, they leave.

You also don't need too many CTAs on one page. Countless times have I seen one page have 3 or 4 CTAs asking the audience to do different things. Again, don't confuse your audience. If you are asking them to do different things, which do they do first? What's the most important? If you do need multiple CTAs, break the page into chunks and clearly state each section.

For example, if you have a newsletter, contact info, product features and sale section. Break it off and clearly label the different areas, so your audience knows what to do depending on what they're looking for.

The shape and colour if you're doing a button should also be considered as part of your strategy. The colour you choose will elicit an emotion, different colours have different emotions associated with it. Make the button stand out again the rest of the content on the page. Use something bold so it catches customer eyes and draws them in.

Consider Amazon, with all the content they have on their pages there's 2 buttons. A buy now and add to cart. One is yellow and the other orange. Even with all their content, the colours are bold and contrast against the rest of the page.

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Marketing message

2. Location and shape

3. Test and optimize

Marketing message

Spend time on the message that you want to covey in your CTA. This is the message that will get your audience to click through and sign up or buy. You want it to be strong, clear, concise and drive the urgency to do it now.

Put a limited time focus on it. Let your audience know the offer won't be here forever, by doing this they'll want to act fast so they don't miss out.

Consider some of these:

1. "Limited time offer. Expires XXX"

2. "Only 100 spots open. Early bird special."

3. "Join now and get access to bonus ebooks and worksheets."

Location and shape

Consider the placement of the CTA on your page and whether you're doing a button or something else. This can impact your sales, in some cases sales can increase by 300% depending on your approach.

Make the font and size of the button bigger against the rest of the page. Make it bold and clear. From the point of view of the customer is it easily accessible? Does it take a lot of effort to find? Make sure it's easy to find and be seen as soon as someone lands on your page.

Test and optimize

Testing is crucial, all this is great information but it needs to be adapted to your business. Create multiple variations of shapes, colours and messages. Test them out, and see what works best.

What works for one business isn't going to necessarily work for yours. Each business is different and unique. Customers see businesses differently and therefore react differently based on what your CTA says. Testing different variations should be done for the same time frame, sample size and environment. You want to keep each test environment as similar as possible for a proper comparison.

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