![]() ![]() If you’re a professional dog walker and seeking more clients, “see my rates,” would be a top of funnel CTA, whereas “book a walk” would be suitable for bottom-funnel prospects. They don’t need to “learn more”-so why give them time or reasons to change their mind?Ī CTA, as its name suggests, is about getting people up off their butts to help achieve your campaign goal. You’re warming them up to eventually convert.īut if you want to turn interested visitors into customers, they’re sitting at the bottom of the marketing funnel ready to be swept off their feet. If you’re targeting cold prospects or a new audience (who are unfamiliar with your brand), guiding them to more info makes sense. We see ‘em all the time-“get in touch,” “show me more,” and “read on”-so they must work, right? Well, there’s a time and a place for them. Is your CTA not performing the way you’d hoped? Maybe it doesn’t reflect your conversion goal properly.Ī common mistake is using top-of-funnel CTAs for bottom-funnel prospects. Q: Why is my landing page not converting? For some inspo, it wouldn’t hurt to take a look at these CTA examples-to see what exactly you gotta do to score some clicks. Get the gist? Once you define your objective, it’ll be much easier to write copy and design a button that supports your goal. Depending on your campaign and industry, some common conversion goals may be: Defining Your Conversion GoalĪ conversion goal is a measurable objective based on the action you want users to take on your landing page. So in order to maximize conversions each time, you need to define your goal first. That being said, you can’t just throw a big, shiny button on your landing page and expect your conversion rates to soar. Whatever your conversion goal may be, the purpose of CTAs is to support the act of converting. How a Call to Action Supports Your Conversion Goal Imagine your landing page without a CTA-your prospects would float around the rim of your marketing funnel with nowhere to go! CTAs provide clear, easy direction on how to convert. You may express your value proposition well, but to actually convert your prospect, there needs to be an action for them to take. Your call to action is an essential part of your landing page. You turn interested prospects into paying yodelers, and they become the coolest cats on the block. With a clear and direct CTA, everyone wins. “Register for a yodeling class” clearly indicates that by clicking the button, users will register for a yodeling class. Let’s say you want more sign-ups for your yodeling class. It may only require a few words, or it could be a phrase, but your CTA should be clear about how to convert and what users can expect by converting. While the body copy reflects your unique value proposition (you know, all the juicy benefits to the visitor), your CTA is the site of conversion, with one focused, action-oriented button. Every landing page needs a call to action (CTA)-a short phrase that guides visitors to take a desired action.
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