Sometimes incredible content just doesn’t get the conversions we want.
You have a great offer, articulated it well, designed it beautifully, so what’s going wrong?
A common mistake is neglecting or misusing a CTA.
One of the best ways to improve conversions throughout your entire sales funnel is with a call to action (CTA).
Simply put, the CTA is what you are asking your audience to do. It could be to “order your X today” or “book your breakthrough call,” but the key is that the CTA should align with the intent of your audience.
It may be tempting to provide options, but ultimately you should only leverage one CTA at a time. Be crystal clear about the action they should take.
But it’s not enough to just throw a “buy now” button on everything. To truly improve your conversions, you must use CTAs strategically.
That’s right, there are different types of CTAs, and different times to use each.
CTAs can also help you increase conversions with upsells or down-sells. Imagine that you offer three different coaching courses. One is a basic class for $150, the second is a middle-tier course for $350, and the last is an expert course for $750.
A prospect in your sales funnel expresses interest in the middle class. An upsell would be convincing them to opt for the expert (and more expensive) course. On the other hand, if the customer seemed unable to commit to the mid-tier course, you could down-sell by offering the less expensive beginner course to convert them into a paying customer.
However, to properly use CTAs to upsell or down-sell, you must understand the customer funnel journey in depth.
What you need to know is that you should not try to upsell or down-sell at any random stage in the customer journey. Upselling and down selling won’t come into play until customers are at the bottom of the funnel, and ready to negotiate.
Value stacking is a helpful strategy for moving customers through the funnel and closer to your offer. It’s about offering something free of value to warm up prospects. For example, you may use a free lead magnet to garner contact details, which you can then use to continue communicating with the prospect.
Showing benefits is also an important part of upselling and down selling. Emphasize how the offer benefits the prospect. For an upsell, it may be added features or more depth. For a down-sell it may be the affordability and chance to really try things out before committing to a higher price tag.
What your CTA says certainly matters, but the design is another huge part of garnering conversions. You want a CTA that invites and triggers a behavior. It should be bold and stand out from the rest of the content while still suiting the overall design.
When it comes to creating a well-designed CTA, both the appearance and the content matter. Design and content are two critical elements of all content, including your CTAs. But which comes first? Should you craft your CTA graphic button first or write it out? Ultimately, design and content go hand in hand, especially when your CTA is one part of a larger piece of content.
When it comes down to it, asking your prospects to do something is one of the most effective ways to get them to do it. Yet, you must ask the right way. The CTA must align with the audience intent and funnel stage. This is why well-written, well-designed CTAs are so effective.
But when it comes to crafting compelling CTAs, it’s often easier said than done. It takes a lot more thought and time than people realize, and that’s why we’re here to help.
Engage 2 Engage is dedicated to helping small businesses and entrepreneurs implement successful marketing strategies to grow their businesses. Our team of experts is here to help you with every aspect of marketing, including CTAs. Click to learn more about our programs and which service is right for you!