So how do you get consistent conversions? This week, we discussed calls to action: what works, what doesn’t and several other details around crafting the most effective message. Here’s what our #SproutChat community had to say.
Use A/B Testing to Discover What Drives the Most Response
A/B testing can be incredibly effective in determining what drives a click, as long as only one or very few factors are adjusted with each test. There’s no limit to what you can test, but once you find something that far outperforms the other calls to action, go with it. If the success dwindles, don’t be afraid to switch it up again.
A3) At first, make them COMPLETELY DIFFERENT so you get an idea of what they respond to, refine (more A/B tests) & do it again. #SproutChat
— Jason Schemmel (@JasonSchemmel) October 28, 2015
A3. A/B Test 101: Test one thing at a time. Could be copy. Could be CTA. Could be lifestyle vs product photography. #SproutChat
— Nathan Young (@notnathan) October 28, 2015
A3: Effective A/B testing requires testing specific elements one at a time. Test, refine, new test. #sproutchat
— Josh McCormack (@joshmccormack) October 28, 2015
A3: Write two distinctly different CTAs but keep rewards the same. #sproutchat https://t.co/LWvxf90oER
— lori wildrick (@loriwildrick) October 28, 2015
Create a Sense of Urgency
The devil is in the details. You want to use specific wording to drive people to click through to learn more or purchase right away. Also, if there’s an end date for an offer, be sure to note that up front. Your readers are likely receiving many messages of this sort—give them a reason why your brand should take precedence over everything else with effective call to action phrases.
A4. Don’t just tell them why it (product/service) is important. Tell them what they are missing out and why they need it now. #SproutChat
— Ayesha Ambreen (@AyeshaAmbreen) October 28, 2015
A4: Phrases like ‘only 1 week left of beta’ or ‘signup today for your free 30 days’ have worked well for us #sproutchat
— Talu (@taluapp) October 28, 2015
A4: If there’s a deadline, promote it. “Limited time” vs “Ends Friday”? “Ends Friday” will get the first response. #sproutchat
— Amber Bynum (@AmberNBynum) October 28, 2015
Determine the Unique Angle of Your Brand
Your customers will react differently based on the nature of your product or service. Exclusivity may work only for luxury brands; urgency would be best if the cost is deeply discounted; and scarcity might be most effective for a tangible product that many people are chasing. Tap into the fear of missing out (FOMO), and explain how the reader will feel by not taking action or purchasing.
A5: personally I find CTAs that are exclusive to be more enticing #sproutchat
— Searcy Sledge (@SearcySledge) October 28, 2015
A5) Depends on the product. Exclusivity is great for luxury goods. Scarcity works well with limited time products. #sproutchat
— Above Promotions (@abovepromotions) October 28, 2015
A5b #Sproutchat But for events, scarcity ones are perfect for it for obvious reasons,
— Terry Lo (@calgarydreamer) October 28, 2015
A5: I think a CTA that’s simple & to the point and deliver on their promise add the most value, but that #FOMO factor helps 😛 #SproutChat
— Caitlin P. (@itsCaitlinP) October 28, 2015
Follow Others for Inspiration
Certain brands excel at creating killer calls to action. They know how to establish a relationship with you as a reader as well as what you find valuable in order to drive a click-through. Check out these brands for some inspiration for writing CTAs that convert.
A6: Woops, I jumped ahead but – @AkiraChicago w/ Find Pika (website traffic CTA) and get $25 for shopping, no strings attached! #SproutChat
— Caitlin P. (@itsCaitlinP) October 28, 2015
A6) I love this Grubhub CTA because it manages to be both fun and give the value proposition. #SproutChat http://pic.twitter.com/U5xcakGgEE
— Josh Schweigert (@joshschweigert) October 28, 2015
A6. @HubSpot, @unbounce, @brandwatch, @uberconference, @Zendesk all have amazing CTAs, landing pages #SproutChat
— Nathan Young (@notnathan) October 28, 2015
Join Us
Join us next week for #SproutChat to discuss navigating Blab. Learn more about the chat and meet other members of our community in our Facebook group.
The post #SproutChat Recap: Writing Effective Call to Action Phrases appeared first on Sprout Social.
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