Calls to action (CTAs) are the primary way to engage and convert your website visitors into customers. But if they’re poorly crafted, they can have a devastating effect on your sales. Here are nine common CTA mistakes that you should avoid to ensure your business isn’t losing out:
1. Not Defining Your Target Audience
One of the most common mistakes when crafting CTAs is not defining your target audience. Without a clear understanding of your target audience, it will be challenging to create a compelling CTA.
Clearly defined target audiences are essential because the message needs to be relevant and appealing to the people you are trying to reach. Otherwise, your CTA will fall flat, and you will miss out on potential customers.
For example, if you are targeting millennials, but your CTA is written in a formal tone, chances are it won’t resonate with them. A CTA such as “Sign up now to take advantage of our exclusive offers” might not be as effective as “Let’s do this! Sign up today and get exclusive offers.”
2. Not Clearly Defining Your Goal
Another common mistake regarding CTAs is not having a clear goal. What are you trying to accomplish with your CTA? Are you trying to drive sales, generate leads, or promote an event?
Once you have identified your goal, make sure the message of your CTA reflects it. For example, if your objective is generating leads, then make sure your CTA encourages people to sign up for something. On the other hand, if your goal is to drive sales, then make sure your CTA explicitly states what people will get if they buy.
For example, if your goal is to drive sales, a CTA such as “Buy now” or “Check out” is much more effective than one that just says “Learn more.”
3. Not Being Clear About the Benefits
Another common mistake is not communicating what benefits people will receive if they click on your CTA. If a potential customer doesn’t understand what’s in it for them, they won’t take the time to click on your CTA.
Your CTA should clearly explain how customers will benefit from taking action. For example, if you have a product or service that solves a problem, ensure this is emphasized in your CTA. It should be very clear to people what they will get if they click on the CTA.
For example, “Discover the easy way to fix your problem – click here!” or “Save time and energy with our product – click now!” are much better than “Click here for more information.”
4. Making Your CTA Too Complicated
CTAs that are too wordy or complicated can easily turn off potential customers. People usually don’t have time to read long, complex messages and may pass over your CTA entirely.
Keep your CTA simple and to the point. You don’t need to cram all your information into one sentence or paragraph. Instead, focus on compelling words to draw people in and make them want to act now.
For example, “Click here to learn more about our new product that will change your life! With so many features and benefits, you won’t know which one to try first! Plus, our team of experts is available 24/7 to help you get started,” could be shortened to “Discover the revolutionary product that will make your life easier – click here now!” It will be much more effective and engaging.
5. Writing Unclear or Ambiguous CTAs
Another mistake that companies make when crafting their CTA is writing unclear or ambiguous messages. To prevent misunderstanding, ensure your message is concise and communicates what people will get when they click on it.
A popular approach is to use keywords as anchor text without explaining what the CTA is about. However, this technique can confuse or mislead potential customers and result in fewer clicks and conversions.
To avoid confusion, describe what people will get when they click on your CTA. For example, instead of “Discover more,” use “Discover how our new product will save you time and money – click here!”
6. Not Customizing CTAs for Different Platforms
If you’re not customizing your CTAs for different platforms, you could be missing out on a lot of engagement and sales. Different platforms require different types of content and messages.
A CTA on social media should be worded differently than if you were posting it on an email or website. You have to be brief and to the point on social media because people are scrolling quickly through their feeds. You might also use emojis and hashtags to draw more attention to your post.
You can be a bit wordier in emails and on websites and explain what people will get when they click on the CTA. For example, instead of saying, “Sign up now!” you could say, “Sign up now to unlock exclusive offers and discounts!”
7. Making Your CTA Too Sales-y
A CTA that’s too sales-y or pushy can quickly turn people off, but a CTA that’s too subtle can be easily missed. Striking the perfect balance is essential for ensuring that your CTA is compelling.
One way to do this is to make your CTA sound natural and organic. So, avoid language that’s overly forceful or promotional. Instead, opt for wording that’s more conversational and down-to-earth. This will help ensure that your CTA doesn’t come across as being too “sales-y” and that people are more likely to take action.
For example, “Sign up now and get 50% off!” is too forceful, but “Take advantage of our special offer – sign up now!” sounds much more natural and engaging.
8. Not Split Testing Your CTA
Split testing, or A/B testing, is an effective way to determine which CTA works best for your content. This means you create two slightly different versions of the same CTA and test them against each other with real customers.
You can measure how each version performs and use this data to determine which one will be more effective in driving conversions. This can help you refine and optimize your CTA for the best possible results.
Just remember to change one variable of the CTA at a time to measure and analyze the performance of each version accurately. For example, instead of changing everything from positioning to the copy in one go, try changing the wording of the CTA first and see how that affects engagement.
9. Not Including a CTA At All
Finally, one of the biggest mistakes is not including a CTA at all. It’s essential to always have some kind of call-to-action in your content, as this can help drive conversions and engagement.
Many website owners are worried that a CTA might make them sound like a used car salesperson. And it’s a valid concern. However, without a CTA, people won’t know what to do with the information they’ve just consumed.
CTAs can help people take action and move closer to a conversion. So, make sure to always include a CTA in your content. It doesn’t have to be overly sales-y or promotional – just clearly state what people should do next after reading your content.
By avoiding these common mistakes, you can ensure that your CTAs are effective and help drive conversions. Remember to stay creative with your CTA wording, customize it for different platforms, and focus on a clear call-to-action without being too sales-y.
Plus, make sure to always keep your audience in mind when crafting your message, and don’t forget to continually test and refine your CTA for maximum impact. Finally, include a CTA in all your content – it’s essential for driving engagement and conversions.