Тhe slogan, which in English is called "call to act" and in Russian sounds like "call to action," is a key element not only of digital marketing but also of traditional advertising and PR. This was best expressed by V. Pelevin, who in his "Generation P" skillfully presented a slogan for Durex that included the dictum "the best".
«Generation P» advertisement Durex: «It's better to ...ick .»
An effective CTA is based on understanding the peculiarities of human perception and motivational triggers. Let's take a look at how to write a call to action correctly below.
No alternative to the call to action
When the average person is faced with a dilemma and is forced to choose one of a set of offers, in cases where they do not feel an urgent need for the offer, they refuse to take action at all. This rule is especially relevant in online sales, when people are not buying essentials and have time to choose and think about it.
- The best option is a single call to action on the screen.
- Some want to see an alternative
There is an exception to the above rule, and it is realized quite often. However, such cases are not literally two actions, but rather disguise the second action as an alternative option. Such a scheme is necessary to attract "non-average" users (let's call them "advanced"). The specificity of this audience group is that it a priori rejects the lack of alternatives, noting it as manipulation of themselves.
The best option in this case is two calls to action, for example:
- Make a purchase directly.
- Get more information about the deal.
Another example:
- Skoristatisya obobgoyu.
- Try the trial period for free.
An important caveat: a more important message should be more visible.
Offer one thing at a time
Let's go back to the fact that offering several similar options does not allow the user to take action, because in most cases they do not understand which option they really need. Assortment is important when the buyer knows exactly what he wants. However, for this part of the target audience, marketing methods of influence often have no effect.
Therefore, the main efforts of marketers are aimed at engaging those who do not yet know about the product. In these circumstances, it is advisable to make sure that only one sentence comes to a person's attention.
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Brightness and visibility
The call to action should be noticeable so that people pay attention to it in the presence of ambient noise and distractions. Remember that almost half of Internet users access the web using mobile devices and often scroll through pages on the go. If the call to action is not visible, no one will look for it on purpose.
Limited offer in time
A limited-time promotion can significantly increase sales. This rule works everywhere, from grocery retailers to online stores. However, this method should not be abused. Constantly counting down to the end of the promotion completely undermines the credibility of the resource.
Simplicity
If you are not organizing tours of the Hadron Collider, then you should not overcomplicate the call to action. A simple design, including the call to action, gives the product such properties as clarity and accessibility.
Conciseness
While the previous rule was about simplicity of content, brevity is about form and style. However, brevity is not always an advantage: it all depends on the target audience. For example, it is known that men are more receptive to concise messages, while women prefer more eloquent and flexible wording. This is not a one hundred percent regularity, as everyone is different, but this trend exists.
It should also be borne in mind that the lower the education level of the target audience, the more concise the call to action should be.
Consumers should see their benefits
In order for the user to click on the desired button, they must say to themselves: "yes, I want this". There are 3 ways to achieve this:
- product uniqueness;
- material bonus;
- solving a problem situation.
Examples for each CTA option:
- Create a high-converting landing page in 30 minutes. More than 1,000 ready-made templates. Trial free period - 35 days.
- Cashback 5% on all purchases. Card issuance online. Leave a request on the website and we will send it to you within a week.
- Are you tired of life and want to make it brighter? Subscribe to our newsletter and get daily auto-training.
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Playing on interest
A significant portion of users are curious by nature. They click not to buy, but simply out of interest. In this case, the real-time conversion rate is low, but with a long advertising campaign, this method guarantees the expansion of the audience and the growth of potential buyers.
Applied:
Haven't been to Marrakech and seen the "red city"? Click to get a virtual tour or book a real tour.
Motivating verbs
Research shows that STAs that include action-motivated verbs are more effective. Here are some of them:
- subscribe;
- Create;
- book it;
- try it;
- zoom in;
- reduce it;
- take it.
Example: Subscribe to our newsletter and learn the latest digital marketing trends.
Social engagement
One of the ways to gain customer loyalty is to make them feel that they are not alone and that ordinary people like them have been customers of the company for a long time. Users can be informed about this both verbally ("359 people from your city have already purchased our products") and with the help of a response tool integrated into social networks (the "Like" button). The second option - personalized (the user sees their friends who have "liked") is extremely effective.
The right promotional slogan is what moves people from the category of interested to the category of buyers. It should be remembered that modern ways of influencing the audience, in addition to effective STA, involve a targeted approach and the use of a set of methods to acquire consumer loyalty.
