1. Easy Navigation
Depending on the content assets you are using, the step between the current asset your prospect is reading and the one you’d like them to move onto should be linked by an easy call to action (CTA). Many prospects are ‘skim readers’ and need to feel that your navigational process is a breeze. Either you provide valuable information by understanding the prospect’s needs and respect his or her time by creating easy navigation or they will move on to your competitors who actually achieve this.
2. The Statement
A CTA statement is a concluding statement usually placed on a button which directs readers to another source of information. Whether the following piece of information is a contact page, another website or an additional publication, using words like “free download”, “read more” or “call now” on your CTA button gives prospects the ability to move from one item to the next.
3. Design Elements and Images
Since a CTA is an essential component of any content asset, the way that it is graphically depicted is a crucial part of its success. The size of the CTA, its position on your asset and its color all have to stand out since this is the stage that requires the prospect to take action. Some marketers even use a secondary alternative CTA to convince prospects once more. The reason for this is that before a prospect goes through the process of information submission they may need a further demonstration of value to be once again prompted to act.
4. Target Specific Readers
Your CTA will be different depending on the group of leads you are targeting. Prospects that are looking to buy based on price have to have the ability to justify the expense. Prospects who are looking for technical information have to be shown specific case studies to understand the technical aspects of your solution. Finally, users who will be physically using your product have to be targeted using various trials and demos. Depending on your group of prospects, each has to be approached using an applicable CTA.
5. Always be Testing
Doing A/B split testing is a vital component of getting the kind of results we want. Testing our content assets and CTAs consistently and against each other is an effective way of finding processes that work and eliminating those that don’t. Since a CTA is a crucial component of any marketing strategy, testing out a few different options ensures that we are working to achieve the kind of conversion rates we seek.
