Increasing leads using a Call to Action (CTA)
What is a “Call to action” button?
A “call to action” is a button to get an immediate response from your customer to encourage a sale. This is a quick win for your website. It is normally a phone number or an enquiry / booking link. It is always a bright colour or at least it stands out from the rest of the website, helping your potential customers find your contact details and therefore converting your users into leads and then into customers.
The purpose of a “Call to action” is lure a visitor to your website to do what you want or at least enable them to find what they’re probably looking for on your site.
Examples include –
- Add to cart
- Learn more
- Sign up
… the list is endless as it’s really up to you and your business needs.
What makes a good “call to action” button?
- Design – Special use of Colour, Size, and Shape
- Language – Create urgency. What is more urgent sounding “Add to Cart” or “Buy Now” ?
- Correct placement – e.g. “Call Now” buttons are always put in the top right corner of the site
- Icons and images – even a simple phone icon can help reinforce the reason for the button
- Friendly – Warm, inviting, clean, clear and simple designs are always the best here
Too many “Call to Action” buttons can also spoil the experience.
What is a lead magnet?
A lead magnet is a free asset or special deal offered to customers in exchange for their contact details. It can be a discount code, webinar, white paper, ebook but choose carefully. Lead Magnets are bait and in alot of cases you can attract the wrong audience who either want to DIY themselves or freebie seekers. Think outside the box and consider toolkits such as tools, scoring, decision trees or direct engagement via a webinar with qualifying questions to try to get the right lead.
You can invest more effort with a lead magnet and combine it with a “call to action”.
What is a landing page?
A landing page is a webpage that potential customers can “land” on when they click through from an email, ad, or digital medium. The page consists of a compelling content with a graphic sometimes with social proof to build trust. A landing page can offer a lead magnet in exchange for contact information such as the name and email. The purpose is to built trust by demonstrating value before offering a “call to action”.
How do we create your “Call to action” button at AU Digital?
We consult your needs and advise on the options for language, icons, and colours. We then create several design concepts and email you these for you to choose from and critique. Once we have the right design we then add this button to your site and set up the links. If this is a “Phone Now” button then we also enable the mobile phone link to enable callers to click through to call.
If things are not working for you you might want to adjust the audience you are targeting or look at how well you are nurturing your audience.