- Content Marketing

Call to Action Mistakes and Pitfalls

Call To Action: top 8 major CTA mistakes and pitfalls (and how to fix them)

Calls to action are one powerful tool that can boost your marketing strategy and ROI. It is one online tactic businesses use to convert visitors into loyal paying customers and readers. Using a killer CTA, no doubt, draws the line between a successful marketing strategy, and a failed one. CTAs show themselves to visitors and persuade them to click on your links before leaving your site. It can help you convince readers to download e-books, signup to up to email newsletter, and even make a purchase online.

However, here are eight mistakes that can make your CTA strategy fruitless.

Call to Action Mistakes and Pitfalls

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The Concept of Call to action

Most consumers get tons of marketing messages on a daily basis, in the form of videos, text, and images, promising a solution to their problems. It causes confusion, frustration and makes it difficult for consumers to decide which to read or click.

The answer to the problem mentioned above is a clear CTA – Call to Action. It will benefit you and the consumer in the following ways;

  1. Prevents confusion

Call to action is a powerful directive statement that can help you direct your visitors. Done right, it will eliminate confusion and make visitors do your bidding. A visitor might land on your page with no intention of buying or signing up for your newsletter. But your CTA can make them change their minds.  Think of a CTA as having a captain in a ship (You). The captain issues the orders and others obey. It is not possible to have two captains in a vessel. Otherwise, casualties might happen.

  1. Guide readers to do what you want

Have in mind that a CTA and well-written content goes hand-in-hand. Your content builds the excitement and intrigue, while the CTA does the finishing work. After consuming your content, a call to action would make your visitors do whatever you want. They will feel the need to dig deeper into the topic and end up becoming loyal paying customers.

An effective CTA will increase your sales or client-base. It is a powerful tool you have to consider in your marketing campaign.

Call to action mistakes and their solutions

It is not a new thing; most marketing gurus you see today

  1. Hidden CTA Button

If your visitors do find your CTA, how then will it get clicked? Button blindness is one of the mistakes make website owners make. You have few minutes to impress visitors that land on your page. So placing your CTA below the fold might affect your result. Think of this, how many of your visitors are willing to read your content word for word to the last? Many if not all won’t. Check most popular websites; you won’t get to the final page to find the Calls to action.

To fix this problem and increase conversion, let your CTA on your webpage appear on the top. Choose a color that blends with the blog design, not one that will make your CTA look unprofessional. Also, make it big enough so people can spot it easily.

  1. Message with conviction

Have you ever tried to persuade someone to do something for you? You must show confidence otherwise no one would listen to you. Avoid using messages you think can cause distrust in the minds of readers through your CTA. Speak with confidence while guiding visitors on what to do.

  1. Multiple CTAs

Instructing visitors to take more than one action on a single page will make you look unserious. It will also confuse them. That said, having multiple CTA’s is unethical and hardly leads to conversions.

Decide first before creating your CTA. What do you want your visitors to do? Click on an ad? Sign up for your email newsletter? Visit your social media page? Buy a product? Just have one call to action. You can also have a primary and secondary CTA, with the former more pronounced.

  1. Zero Benefit

Put yourself in your visitor’s shoes; would you like to click on a call to action that offers no benefit attached? Believe it or not, people will be more motivated to do what you ask of them when you attach a benefit. So consider this when drafting your CTAs.

Avoid plain call to action like “signup for our email newsletter.” Mention what readers will gain from taking your instruction. Make it sound more like they will also benefit from taking that action.

Example;

  • Sign up for a free e-book on keto diet food list

 

  1. Making the wrong offer

Calls to action such as “sign up for a free e-book on keto diet food list” will not appeal to your visitors unless they are interested in ketogenic. No matter how beautiful the CTA button is, they may likely not take action.

The best thing to do is to offer something your visitors desperately need. It is one of the ways your CTA will convert.

  1. Using passive voice

Visitors, usually spend little time reading blog posts.  So writing CTA with passive voice would be a big mistake on your path. Readers will have problems understanding the action you want them to take. Again, people hardly click on what they don’t know. So when writing your CTA, use active voice.

  1. Creating doubt

Building trust is paramount in today’s world where people get scammed almost every day. So, if the CTA involves asking visitors to pay for a service, how about offering a free trial first to gain their trust?

  1. Copywriting mistakes

The quality of content surrounding your CTA is paramount. You need to show visitors why they need to purchase your product or click on your link. The thing is copywriting errors can affect your CTA’s performance. These Errors could be, using many adjectives, wrong font or problem with text visibility.

To prevent this mistake, write content that will not only restate the problem but provide a solution. Telling visitors what their challenges and providing the answers will cause them to respect and trust you.

Conclusion

Irrespective of the products or services you are offering, a compelling call to action will complement your marketing effort. Many successful businesses you see today use effective CTA strategy to boost sales and client base. And they understand that mistakes in CTAs lead to poor returns on investment. The above call to action mistakes is for your perusal. Check where you are defaulting and make the adjustment.


Author bio:

Amber Wilson is an educator and a technical writer from Everett currently employed as a content strategist at ThesisRush. She believes that blogging is the new type of journalism.

Call to Action Mistakes and Pitfalls

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