Why is it important to write a killer landing page call to action (CTA)?
The CTA is the tipping point that determines whether a casual browser of your landing page will move forward and convert, or whether she will opt out of your offer and “bounce” out of the landing page. It is a crucial element in any landing page. Many emarketers suggest that you spend as much time thinking and testing your CTA as you would in designing the entire page itself.
Many landing pages have succeeded—and failed—on account of the CTA. You may be surprised to know that using the incorrect or inappropriate word can largely affect your conversion rates.
Accuracy is very important—it’s the name of the game.
Now you may ask, how do you ensure that you use the correct language—the correct phrase—to get people to do what you want them to do? I’m not going to lie, it can be a tedious process, one that involves a lot of testing and tweaking. It also involves understanding what your customers want.
What are your customers looking for?
Understanding your customers’ needs is the first step to coming up with an effective CTA. Where are they in the buying process? Are they looking for initial information? Or do they need more convincing? Are they shopping around for a product—evaluating a handful before they choose a single one? Or have they already decided on which product or service they want and are ready to make the purchase?
Your CTA must contain keywords or phrases that provide clues on what you offer, and it must align with what they need. For example, if they are still on the first stage—that of trying to create awareness, then they are looking basic information. Your landing page may contain fundamentals information, and your CTA could be to “Find out more!” or “Get inside info!” However, if they are already on the buying stage, these previously mentioned CTAs do not offer any value to them. Instead, offering them a “Free Trial” or “Get a limited discount coupon” would be a more appropriate CTA.
Keep on testing and tweaking
It’s OK if you don’t get it right the first time. It takes time to get to know your customers—but the sooner you find out, the better it is for your business. Always test your landing page CTA. Don’t be afraid to test one word at a time. Studies have shown that tweaking a single word can affect your conversion rate tremendously. You just need to be patient with finding out what that sweet spot is.