Better Conversion Tip #7 – Have a “3C” Call To Action
In any form of direct response marketing, the objective is to get the prospect or the visitor to your site to take a specific action.
The “Call To Action” is how you communicate that desired action to the visitor.
For best response, the Call To Action should be…
1. Clear (as to exactly what you want them to do)
2. Consistent (with the rest of the copy on the page)
3. Compelling (with a clear and attractive benefit to taking the action)
For example…
…let’s say you’ve got your site up. And on one particular landing page, your main goal is to get them to opt in to your list. Does your call to action clearly communicate that fact? Is it compelling enough?
Or is your message a little muddied by the fact that you have multiple calls to action all on the same page: to have them opt in, to have them “click here to order,” to have them call your toll-free number immediately? If so, you may find that your visitors are getting confused. Some may still opt in or order, but lots of them will click away, never to be heard from again.
Take a few moments to honestly assess your landing page and ensure that you have a simple and compelling message with a clear call to action. If not, you’ll find the rework of your landing page well worth the time spent.
If you want them to call you on the phone because you need to close the sale that way, then don’t try to have them order online. If you have separate lists for prospects and buyers, then you can get their email address when they purchase. If the purpose of your landing page is to get them to opt in to your list, then don’t present them with a sales page until after they’ve already opted in.