The call-to-action (CTA) is an important part of a marketing strategy that can help encourage someone to purchase your product, sign up for your newsletter, or something else.

You want to deliver a strong and clear message to your audience about why they should respond to your CTA, but this can be difficult to craft sometimes. Here are some tips on how to make your CTA amazing!

Use Strong Verbs

If this is for an ad, you may have a limited amount of characters you can use, so you need to make your CTA clear and concise. Tell the audience what you want them to do by starting your CTA with the desired action. If your ad is for a store, start the CTA with “shop,” “buy,” and “order,” along with other similar terms. If this is for an email lead capture, start with “find out how” or “fill out our easy form.”

For a newsletter or a white paper, begin your CTA with “subscribe” or “download.” Think about it, would you be more inclined to click on “Our latest paper is available here” or “Download our paper today!” The latter is more direct and clear, telling the audience exactly what you want them to do.

Tell Them Why They Should Care

When someone reads your CTA, they are going to wonder what they will get out of clicking on your link. Tell them how much money they will save from your sale, how much weight they will lose, what they will receive by subscribing to your newsletter.

“Order now and save 50% off!” This tells them what they will get out of it, the strong command verb, and the excitement from the exclamation point.

Be Exciting!

You want your audience to be excited about your product or service, and to do that you need to use words that will sound exciting. If you sound happy about it, your audience will be more likely to be happy to click on your CTA.

Do not be afraid of the exclamation point! This simple piece of punctuation can make a huge difference in how someone feels when reading your CTA. Think about it: how did you feel when you saw the exclamation point at the beginning of this section?

Use FOMO

The fear of missing out (FOMO) is a powerful tool in the marketing world. It tells the audience that they will miss out on something if they do not act quickly, and the opportunity may never come again. How many times have you bought something that advertised a really great sale that was only going for 24 hours? The Black Friday sale craze is a prime example of the power of using FOMO.

When possible, include FOMO in your CTA to help increase the likelihood that people will click on your ad. Even a “while supplies last” can be a good, non-specific use of FOMO.

Use Numbers

Seeing discounts in ads is a good way to help bring in new sales. When you are putting together a CTA, try putting some numbers in it:

• Save 50% off
• Buy 1, Get 1
• Free 2-Day Shipping
•  Deals start at $20

Having the number like this, instead of spelled out, makes it stick out a little bit more in the text and drawing the eye.

Customize Your CTA for Devices

There are differences in the use and behavior or someone using the internet on their computer or tablet, versus using their mobile device. Customizing your CTA for mobile and computer devices can help improve your conversions. They both have important roles to play in a marketing strategy.

When you see an ad on your computer or tablet, you are probably going to spend a little bit of time looking up your company and your product before they commit to sales. According to a recent study, about 41 percent of purchases are done on computers and nine percent are on tablets. While more purchases overall are done with a phone, data showed that the amount of money spent on an order is about 24 percent higher on a computer than a phone, and 14 percent higher on tablets.

When someone is looking up something on their mobile phone, they are often looking for quick results or instant gratification. So, while 50 percent of purchases are made on phones, they are usually smaller in price than they would be on a computer. The consumer is not on your site to browse, they are there to buy whatever they just encountered quickly; however, they may come back on a computer and make a bigger purchase later.

With the data from the study in mind, tailoring your mobile ads to bring in the potential customer, with something like “call us now,” might help you bring in those quick conversions instead of bringing in just smaller conversions from mobile. You also may want to consider adding an “email us for more information” type of option if you use one aimed at getting more phone calls since many people dislike being on the phone these days.

Get Creative!

When you put your ads together, try new ways of wording your CTA, to keep things new and interesting for your audience. Even if your ad is completely new and fresh, having a CTA that is always worded the same gets dull. Change things up when you can, it might be helpful for your ad campaigns. Especially if you have noticed a recent drop in conversions. Instead of “call today” try “we’re just a phone call away!” Same meaning, but different wording that might get people excited.

Conclusion

Writing a stellar CTA ca be difficult, but these tips can help get you started. Seattle Digital Marketing can help you craft the perfect CTAs for all of your advertising campaigns. Contact Seattle Digital Marketing today to get started! (Strong verb, direct and concise, incentive, and ending with an exclamation point for excitement.)