Not getting enough clicks on your CTA? Here are 3 ways to improve your calls-to-action and boost user engagement -- resulting in more actionable clicks!
Each day, 111 billion consumer-focused emails traverse the internet and land in inboxes, waiting to be read. Considering that's approximately 14 emails for every human being on earth, you're facing some significant challenges in getting your message in front of readers looking to take action.
The best step you can take is refining your CTA, or call-to-action, that vital little blurb that encourages them to "act now!" or appears on a button as they work through signing up. It's the GO in a ready-set-go escalation -- a signal that it's not only time for them to act, but that doing so is in their best interest.
What Constitutes a "Good" CTA?
Keep It Moving
A CTA should move a reader naturally from passively reading to actively doing something:
- Clicking a button
- Filling in a form
- Visiting a website
With that in mind, the first word of your CTA should be a part of that active momentum, a verb that tells them exactly what to do or where to go.
Avoid using terms that trigger a negative response, like "Stop" or "No" -- even if they're a logical part of your CTA phrase. Negative words can trigger an undesirable response in your reader, and could lead to hesitation or a lost sale.
Good CTA Examples:
- Click here to Save $45!
- Enter Your Email for a Free Quote
- Act Now to Lock In Your Discount
Poor CTA Examples:
- Don't Pay Too Much
- Stop and Get Your Quote
- Say No to High Prices
Make Your CTAs Easy to Find
This may seem intuitive, but while your team knows your website and email templates inside and out, potential clients are seeing the layout for the first time. Try not to overwhelm your readers with 5 different CTA buttons or links in a single email or web page. Rather, incorporating 2 or 3 (phrased differently to avoid the "hard sell" impression) is an excellent technique.
The idea behind this tactic is very simple: when you want a reader to take action, you make it as effortless as possible for them to do so. Even eliminating the need to scroll up or down through an email or page can cut through those seconds of indecision that would otherwise send your message to the "circular file."
Make any buttons or links as clear as possible and strategically place them early in the page/email and again at the end of the page or email. Avoid inclusions like videos and images as part of your CTA and keep the message clear -- “Click here for a quote today!”
Keep a Record of Claims
This is an important part of CTA crafting, but it's a step that many insurance agencies fail to do. If you are making a specific CTA, such as saving a specific dollar amount off a policy, or a certain discount for adding to one, make sure it applies to the recipient and that you remove it from emails if it's a limited time offer. While there's a slim chance that a customer chasing an outdated offer will get in touch, it isn't very likely and definitely not common enough to make it a conscious marketing decision. Always keep your CTAs relevant and up-to-date.
Finally, one of the best ways to make sure your CTA aligns with your marketing plan and targets the correct customers is by working with a membership agency like Voldico. Partnering with an organization that supports your agency, you'll be able to speak with authority and standardize your message in every CTA you create.