Calls to action are the prompts and phrases you use to encourage your supporters to do something. Including a single call to action can increase clicks by 371%. Writing compelling calls to action however can be challenging, as can designing and implementing them in the most effective ways.
Here are 5 things that can make your calls to action more engaging.
First things first, your calls to action need to be clear and to the point. You’re giving your supporters pointers, telling them exactly what to do. Whether you’re asking them to sign up, donate, share or watch something, the easier the action is to understand and do, the more likely it is to be completed.
A strong call to action has to inspire your supporters to get involved and do something. Use language that makes them easy to understand and complete. Traditional asks such as donate, register or share are simple, straightforward and your supporters know exactly what to expect. Alternatively, empower them to take a more emotive actions with verbs such as act, change, fight or protect. Either way, add urgency or a time frame with words such as now and today and use personalisation to further increase conversions.
You don’t have a lot of space, nor do you have a lot of time. Your calls to action need to be short, sweet and get your point across. With a button, you’ve got 3-5 words to state the action and make an impact. If it’s a headline, you can get away with using a few more words to explain the action. If you’re using longer form text, there’s more scope to explain and build up to it but again, make sure that the ask itself is nice and concise.
Your calls to action can make or break conversions so they need to stand out. Will you use buttons? Are there going to be text links? Will you use an image? Think about the shape, size and colour of your calls to action. Consider testing to find the most engaging combination for your supporters. Use bold text and contrasting colours to give your copy emphasis. Your design choices and how you choose to present your calls to action will vary depending on the action in question but whatever you choose, make sure they’re consistent across the whole user journey from your emails to your landing pages.
Pay attention to content hierarchy, where your calls to action are on the page and how you prioritise them. When do your supporters encounter them? What’s around them on the page? You don’t want them to detract attention from your main content but at the same time, can’t have your supporters distracted by everything else going on. Make sure they’re in logical, easy to find places and support the decision making process without disturbing the organic flow of the page.
Help with your calls to action
Get in touch if you’d like our help writing and developing your calls to action. We can test copy, design and placement to see what works best with your supporters. We can also advise you on tailoring your content to work with these calls to action and to maintain the flow of your user journeys.