A great call to action is part of any successful ad. Nike’s “Just Do It” is perhaps one of the finest examples, challenging and motivating at the same time. Marketing is all about the psychology of the user, getting closer to that click through language and enticing offers. If you want to play the game well, crafting an effective call to action is one of your most basic tools.
Give the Customer a Reason to Click
When banner advertising began in earnest, “Click Here” was the end all be all in calls to action. It summed up what you wanted the customer to do, it was simple to understand, and clicking something still sounded like a buzz word. Today’s consumer has become wary to this cliché, and will respond better to something more specific. For example, “Find Savings.” This simple phrase clues the consumer into what she is about to do, and what she should expect to see on the next page. Follow that call up with a highly focused landing page, and your customer is more likely to click.
Effective calls to action are like bridges between the ad and the landing page, so it’s really important that you make sure the bridge leads to where the user thinks it ought to. Think about what your landing page offers to the user, and about the immediate benefit to them. The answer to those queries should inform the call to action for your website.
Bio: Ted Dhanik co-founded engage:BDR to help businesses of all sizes grow their leads using display advertising. Today, Ted Dhanik and the team at engage:BDR offer mobile and desktop traffic through a buy-side platform. Ted Dhanik is based out of Los Angeles, where he helps businesses increase their online engagement.