The goal of inbound marketing is to attract visitors to your website and then get those visitors to take an action like purchase something, register for an event, read something or engage with your content.
There is a lot of effort focused on the first part of the equation, which is driving traffic to the website, but as my friend Neil Patel says:
“If you can’t convert them, what’s the point?”
In my discussions with CMOs, Directors of Marketing and Business Owners these are the top four mistakes I see companies make time and time again when it comes to Calls To Action (CTAs).
1. Home Page Only
This came up in a discussion I had the other day. In reviewing a prospective client’s website, I noticed that their main CTA only appeared on the home page. When I pulled up their analytics and showed the Director of Marketing that less than 30% of their visitors actually reach the home page, he was shocked. He was under the impression that everyone started at the home page and proceeded through the site from there.
Tip: CTAs should appear on every page of the site, preferably above the fold.
2. One Call To Action
It astonishes me to see companies spend the time and effort to develop multiple customer personas, yet have only one standard CTA across their websites.
People will respond to different messaging depending on where they are in the buying cycle. For example someone in the awareness stage, a CTA might be to follow you on social media. However, someone in the conversion stage might be ready for a free trial.
Tip: If you have different personas for your ideal customers, then you need CTAs with benefits that those personas will respond too.
3. No Analytics
Almost every company can say how many leads/sales/registrations that they received via their website over a specific time period. But a lot fewer can tell what particular CTA, on what specific page, triggered those conversion events.
It is critical to know what CTAs resonated best with your audience, so you can tweak and optimize it to improve its conversion rate.
Conversion rate optimization (CRO) is the method of using analytics and user feedback to improve the performance of your CTAs.
Tip: Why CRO is important!
- Higher conversion rate = better ROI
- More cost effective than finding more visitors
4. Vague Benefits
One of the worst things you could do with your CTAs is not explain its importance to your audience. Simply saying “Click here”, “Buy now”, and “Submit” is not enough to prompt action without telling your audience why the CTA helps them.
The best CTAs instead highlight exactly what your audience is going to receive when they take action. How they will benefit by taking this action?
Tip: Four Factors Of A Good CTA:
- Clear Value Proposition
- Sense Of Urgency