For those who better chew the programming of WOD compared to the Nerd of Web Marketing things we explain immediately that, a CTA (acronym of Call To Action) is a word or a short sentence, put on display on a website or lately also on the page social and usually similar to a link or button, which encourages website visitors to take specific action. You will have seen dozens of them browsing the web on sites of all kinds.
‘Buy now!’ .. ‘Sign up’ .. ‘Get a discount!’ They make it seem so easy, so much so that many Boxes have added a CTA to their sites or social pages but they probably haven’t achieved the effect they hoped for, or bring new customers to the Box. Let’s see then how to understand how an effective CTA works and what role it plays in the online marketing of a Box.
When you put a CTA on a website in a way that eliminates clutter and gives people what they were looking for, then we are setting up a winning strategy.
In this post we will discuss some of the best CTA practices, giving you a clearer picture of how you can use this small but powerful tool to build your list of people interested in your Box, get new customers and ultimately increase Box membership .
A CTA must be designed as part of a broader communication strategy and not an end in itself, ie it must be part of a series of other actions designed to bring the potential customer to the Box and then register it.
Let’s imagine that a Box Owner has a great offer for CrossFit fans who come to his home page: when they sign up for a trial lesson, they immediately get access to a free white paper, for example “10 workouts you can do even at home “. Each interested visitor enters his name and email address, then indicates the day and time when he wishes to participate in his lesson. Five minutes later, they check their e-mail and see the free content that has been promised.
What do you think can happen in the days and weeks after? Each of those visitors who signed up without a doubt already had all the intentions of visiting the Box for his trial, but for many of them, life got in the way and never showed up because, let’s face it, there are more important things than training.
What’s worse is that the Box Owner did not have an automated follow-up email campaign in place to re-engage these lost contacts. So, despite all the effort that was made in drafting the white paper and redesigning part of the homepage to fit into the CTA, this Owner only got a handful of people for his free trial.
If this campaign had been based on a long-term strategy, the owner could have followed up on those who hadn’t shown up for their free lesson with a series of emails explaining the benefits of CrossFit and its unique approach. This would serve as a repeated reminder of the trial class that awaited them and would give them the opportunity to reach and reprogram easily.
Another point is that the CTA must always be simple and obvious.
What is the goal of asking people to click on a CTA: subscribe to your newsletter? Download a content? Sign up for an introductory CrossFit lesson? Whatever it is, you’ll have to express it with as few words as possible and using a language that anyone can understand.
For example Reebok CrossFit Fifth Ave does a great job on its landing page:
The simple and obvious CTA, “Try a free lesson”. The positioning of the CTA stands out, not hindered by other buttons, images or text and to those who register and following it, the Box will almost immediately contact the potential customer explaining how the test works and answering any questions.
When you keep things simple, your audience knows exactly what to expect and when they know what to expect, there is more propensity to trust themselves to carry on their journey.
Along with simple messaging, it is advisable to use the active phrasing in the CTA buttons. Words like “Trial”, “Discover” and “Subscribe” all indicate actions by your potential client, helping to push him towards the ultimate goal.
The CTA highlights some advantages in undertaking it
Think about the last time you walked into a department store, you took an 80Eur item that wasn’t on your list and thought, “The package looks nice, so I can also buy it!” Unless you are not a shopping freak, this probably doesn’t happen that often. Likewise, expecting site visitors to take a look at your CTA and decide that it is something they need is a bit short-sighted.
What potential customers need before anything else, whether they are in a store or on a website, is a good reason to buy. And this reason usually comes in the form of some benefit for them; in other words, it solves a problem they currently have in their lives. For those who visit a gym or a fitness page, this problem could be the flab that doesn’t want to go, the boredom with their current training routine or the need for a gym whose price is in line with what they are able to spend every month.
The rule therefore in this case is to not ask for an email address without offering any advantage in return; for example, the promise of updates, as well as exclusive offers, will attract those who are already interested in taking that extra step and joining the list of Box members. Obviously then the promise will have to be kept.
The CTA must be positioned in a clearly visible point
I advise you to place your CTA at one point in the site so that it can be easily viewed by visitors and where it makes sense for someone to take the action you are urging them to take. For example, placing it between a strong title and a testimony encloses a double appeal for visitors, making their decision much more intuitive.
I recommend making sure that the CTA is “above the fold”, ie visible in the upper half of your website or landing page. Online shoppers are fickle and many will touch the upper section of a website without worrying about scrolling down or even navigating to other pages.
Still on the subject of visibility, be sure to make the color of your CTA contrast with the background of the page. This will make it difficult to lose visitor navigation: the goal is the least possible distraction.
Do you have doubts about how to make your CTA button appear the way you want? Request help from the website designer or a tech savvy friend. Another option is to subscribe to online software that simplifies the addition of CTA to various Web pages.
Don’t ask for too much information
When someone feels they are not taking too many risks by performing the desired action, they are more likely to follow him. Some landing pages ask for so much information once you click on the CTA button, you feel like you’re abandoning your life for a company you know almost nothing about!
There are different opinions on what constitutes the “ideal” Web form. In our experience, the less the offer is involved, the less we ask and the higher the value or commitment over time, the more we can ask.
In the end, however, the best way to understand if something works is to try some versions over time. People who buy yoga classes will differ from those looking for personal training, which will be different from potential CrossFitters, etc. Don’t be afraid to test two or three CTA buttons on your website, with a strategy in mind, of course, and see what happens.