There are two key elements to marketing. The first is to drive traffic to your website, and the second is to get the traffic to convert into customers.  This blog focuses on 10 tips to improve conversion to enquiry on your website or campaign landing page. And let’s not forget, CTAs are everywhere – homepages, webpages, blog posts, emails, landing pages, etc, etc.

But how do you measure its success?  Set up your ‘goals’ on Google Analytics for each area on your website where you have a CTA eg filling in an enquiry form, buying a product, signing up for a newsletter etc… see Google’s help on this

Read these 10 tips and you’ll be well on your way to CTA greatness.

1. Use a ‘One-Click Sign-Up Process’.  Making it as easy as possible for prospects to sign-up is one of the best ways to increase conversion rates. The more you ask them to do, the less likely they will do what you want.
2. Encourage prospects to sign-up.  What can you give them for free that has real value?  It could be a top ten tips, link to a tutorial, cheat sheet or a template they can use.  Make it clear (if it’s the case) it’s free and without obligation.
3. Keep your text to a minimum, too many words can be very distracting, confusing or boring!  30 or 40 words of copy maximum is ideal with real imagery that represents the service and repeats your key message to reinforce your selling point.
4. Make promises.  What can you guarantee they will receive from buying your product or service?  Can you offer a money back guarantee?  What will it change in their life or business?
5. Use facts and figures, they are a good way to grab a prospect’s attention eg. number of clients or satisfaction ratings
6. Ask (and answer) questions.  Understand what brought your customer to your website or landing page, then ask and answer their questions eg. best price, best offer, highest quality, most respected.  Appeal to prospects’ emotions.
7. Use directional cues, eg. A big arrow pointing to the contact form.  It sounds obvious, but it helps!
8. Include trust signals.  Inclusion of star-reviews from satisfied customers, brands or people of authority helps build trust.
9. Use white space, make sure the page isn’t busy… it’s a great way to keep your landing pages clean and draw attention to the elements that really matter.
10. Try different calls-to-action, eg. don’t use the word “Submit” for the CTA.  The unofficial rule when creating calls-to-action is to use words that could logically complete a sentence for example, “I want to…”  “look great!”