Create an Effective Call to Action
For every product category out there, there will be one or two. Everything from toilet paper to cars to clothing to computers should have a call to action. Whether it’s “call now” to place an order, or “get it now” to save money, make sure your advertising and promotion has an easy-to-understand, direct method for your potential customers and clients to follow.
The hardest part for many agencies is finding a clear, concise way to communicate to their audience what they offer so that they can increase their conversion rates. The truth of the matter is that most prospects and clients won’t go through with an order just because you told them to do so. If you want them to take action, you need to ask them. Sounds simple enough. The problem comes into play when you think about it though. How do you get them to take action? What’s their motivation?
Let’s look at the two main ways prospects and clients can be motivated. You can offer them a discount if they act on your call to action, or you can give them something of value. Let’s take a look at the cheapest and most obvious option and that’s discounting. As an ad agency sales director, I can tell you for every decision I made, I already calculate how much it actually costs to market to my audience. It’s a simple 3-cents per lead. So for every lead or customer that I email, I almost always get nothing in return.
Furthermore, discounting also has an unfortunate effect on your conversion rate. Targeting your audience with an enticing offer will help increase your conversion rate, but keep in mind, the conversion rate will only increase if your audience becomes more willing to take the next step. A call to action is our second major driver which will help increase your conversion rate.
Moving to something of value is also an effective way of generating not only immediate payment but long-term revenue as well. One of the most effective ways to offer something of value is through an ad unit. Ad unit is another word for a display ad or other marketing tool. There are many different advertising mediums and ways to advertise, but only one of them that will work for you and your brand better than any other source does. At Attic attacking’s mail division, we’ve studied and tested every possible medium. We’ve found that traditional behaviors tend to help us get better results.
We’ve gone through the psychology of offline advertising, creating entire campaigns for online branding, and tested each and every medium to see which worked best for driving consumers’ in via email.
Today, with the internet, we have a whole different channel to direct where the action takes place, allowing something as simple as a banner ad to have a noticeable impact on your conversion rate. It doesn’t take rocket science to know that to lift the number of a call to action from 3% to 5% you can’t afford to trash a medium that brought in a huge $100 million last year.
The bottom line is that you must be able to maintain a strong focus on your call to action and continuously work at it. I trust that once you’ve set your goal for a call to action, the next step will be absolutely typical for your audience and you’ll be there in no time so don’t stop working at getting there.