After putting together that wonderful offer that is sure to get your business to the next level, you set up your salespage and other selling materials such as emails, landing pages, thank you pages and more.
Then you send it out, and it falls flat.
So what happened? Was it the copy’s fault, is the price too high, or is your color scheme all wrong?
Well one thing that for sure didn’t happen is a lot of A/B testing on the various elements of your offer. And although some of these could be the culprit, odds are the answer is found in a much simpler solution: Your calls to action.
What Makes a Terrific Call to Action
It is a truism that regarding calls to action the most important aspect is to make sure that you specifically tell your reader precisely what they need to do next. Leaving it up to them hardly ever results in what you are seeking.
Strive to be very direct, and use plain language, no matter what action you are asking them to take, from a free download to a sales button.
Craft a Sense of Urgency
You want your readers to act now, so creating an aura of urgency around your product or offer is essential. If there are limited quantities, or the sale is for a limited time, state that. If the promo pricing ends soon, emphasize that. Do whatever you can to get them to act today!
Several Elements of Great Calls to Action
- Use several calls to action on the page, including one “above the fold”
- Consider using numbers as they increase user attention
- Make your offer pop by contrasting colors with the rest of the page
- Inject emotion into your calls to action whenever possible
- Be sure and stress benefits and not features
If maximum conversions is your goal, (and why wouldn’t it be?) take the time and effort to create a call to action that is worthy of your product. Test out your offers ceaselessly to find the best possible combination of elements. You’ll be glad you took the time!
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