Have you heard of the phrase “landing page call to action,” or CTA, but have no idea what it is? Understating the CTA and implementing it correctly can be the difference between a poorly performing landing page and one that converts at a fierce rate.
In this article we will explain the purpose of the landing page call to action and how it can be implemented with the maximum effectiveness. There is an art to the creation of a landing page call to action, but proven successful methods do exist that has already been used by numerous marketers.
Call To Action – a definition
The landing page call to action is simply an instruction that tells the visitor what they must do in order to take advantage of the offer that is in front of them. This might be in the form of a sentence where the benefits of the offer are given, and a link is proved where the action can be performed.
Furthermore, the call to action could also be in a video where the instructions are given verbally. For instance, if you have an email sign up form alongside the video, then the narrator could ask the viewer to sign up if they are interested.
It’s not uncommon to use an infographic or picture to convey a CTA. It might be the best method depending on what you are trying to promote. Pictures can stand out more and that potentially makes for a more effective CTA.
How to create an effective CTA
There are a variety of ways that a CTA can be constructed as mentioned in the previous section. However, over the years marketers have noticed that certain key elements must be included in order to increase the conversion rate. Instead of trying to reinvent the wheel take the following advice into consideration when copywriting a CTA:
- Benefits: the CTA must include the benefits of taking up on the offer. For example, if you offer an email newsletter on weight loss, then suggest what you are going to offer that will help the target audience. It helps if you’re able to highlight your USP (unique selling point) in the CTA as that will increase the chances of the target demographic paying attention to your offer.
- Urgency: without a sense of urgency the potential conversion might simply think that they can get back to it at a later date and never actually do. You need to give them a reason to take up the offer right now. State that the problem they are having might get worse with time, or that the offer is time-sensitive.
- Concise: the offer and the instructions must not be ambiguous. After reading the CTA the prospect must understand exactly what they need to do in order to take advantage of the offer. Otherwise they might leave in frustration.
How to improve an existing CTA?
Do you have a landing page with a CTA that you feel is decent, but you want to improve it? However, you’re scared that by making a change the CTA is going to be even worse? In that case you should execute an A/B split testing campaign, which basically involves running the current page against another one with a CTA that’s modified.
The version of the page with the more effective CTA will get a better conversion rate, and that is the page that you should keep. It might be the newly created CTA or the existing one. The only way to find out is to do testing.
Try to gather a decent sample size before you draw any conclusions. It would be counterproductive to make changes based on testing that hasn’t really gathered a decent sample size. The process of A/B split testing can sound daunting at first, and there is a lot that can be tested on a landing page. However, it can greatly help improve the conversion optimization that in turn makes the process worthwhile.
Getting the landing page call to action right can be difficult at first, but with enough practice you’ll soon get the hang of it. To recap make sure that it stands out, conveys a sense of urgency and is clear in the instructions of what needs to be done.
For those of you that are still struggling to work out how to create the right CTA take the time to visit a few successful landing pages in your niche. You’ll find countless successful examples that you can learn from and use in your own landing page strategies.
Nicholas is a growth marketing consultant and the founder of Earnworthy and Landing Page School. He specializes in landing page design, testing, and optimization.