Now write your call to action (CTA) As Mr. Draper and I pointed out earlier, your CTA is of prime importance because it represents the final tipping point between the success and failure of your campaign. To click, or not to click. That is the question. You can break a CTA down into many factors, such as: Description (being explicit about what I’ll get) Actionable phrasing (using verbs like ‘get’) Possessives (choosing ‘my’ vs. ‘your’) Subtext (supporting information) Urgency (a reason to act now) To expand on that. I’ll rattle off a paragraph of words that you should memorize while holding your breath: Every time you add a button to your landing page you need to write down exactly what will happen when the button is clicked, then write those words on the button. It should be specific and driven by the desire to click it. Add words like ‘Get’ at the start to amplify the fact that you will get something by clicking it. Use ‘my’ instead of ‘your’ to personalize the connection. Tell people how long they have to click the button to encourage them to do it NOW! And provide extra context and detail in subtext either inside the button or as an addendum beneath it. Here’s an example call-to-action based on these 5 factors: Call To Action.png
Unexpected CTA conversion killers: the power of negative suggestion
“But I wasn’t thinking about spam until you pointed it out! Now I have ’cause to pause™.’ “
Be careful how you supplement your CTAs, and please, please, please, test any changes to avoid an unexpected dip in conversions. I’ve been there and it sucks trying to figure out why your business is suddenly experiencing a negative reaction to something you can’t explain.