3 Call to Action Tips

Take 10 Minutes to Learn Something New (or Confirm What You Already Knew) 

I'm sure none of us stays up at night agonizing over the language of our latest call to action. But the words we choose can have a huge impact—and when we overlook them, they can drag down our response rates. After combing through years' worth of data based on billions of impressions, I found that there are some basic rules that can help you ensure your calls-to-action are doing their jobs.

When done right, these elements can provide some pop to your layouts, inspire people to take the next step, and even reinforce your brand. Here are some fundamental principles to keep in mind for your CTAs:

#1: Make your offer as if you're giving a gift. 

In fact, that's exactly what a campaign with an offer does. It gives something to the recipient. It should be like winning a prize, going on a journey of discovery, or being offered a tasty chocolate.

#2: Avoid "Learn More." 

It's amazing how often I see this little stinker. "Learn more" implies that there's something the recipient will have to do—some chore or assignment—to get to the offer content. 

In the billion-impression test I mentioned above from a large software company, guess which CTA came in dead last every time? "Click here to learn more."

#3: Try a conversational approach.

The other effective approach I've seen over the years is to make your offer more conversational. You have to start by remembering that there are human beings on the receiving end of your marketing efforts, and that talking to them like real people is a good strategy. If your brand personality is more creative or personable, be sure to carry over that tone to your CTAs.

Don't create a brilliant piece of marketing content only to "phone it in" on your call to action. Invest those few extra minutes of thought into your CTA, and you may see a difference in your response rates.