How to make Call To Actions that Convert

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Episode Transcript

Carrie Saunders (00:00):
You have traffic, come to your site, your
offer is solid, but no one'sclicking that book now or buy or
learn more button.
It feels like your websitevisitors are ghosting you at the
finish line and you're notalone and you're not broken.
Today we're diving into whyyour call to action might be
falling flat and how to fix itfast.
Welcome to the e-commerce madeeasy podcast.

(00:23):
I'm your host, Carrie Saunders.
When we started this business,all I had was a couch, a laptop
and a nine-month-old.
My main goal To help others.
Now, with over 20 years in thee-commerce building industry and
even more than that in webdevelopment, I have seen a lot.
I love breaking down the hardtech into easily understandable
bits to help others besuccessful in their online
business understandable bits tohelp others be successful in

(00:46):
their online business.
Whether you're a seasonede-commerce veteran or just
starting out, you've come to theright place.
So sit back, relax and let'sdive into the world of
e-commerce together.
Welcome back to the show.
So first off, let's talk aboutwhat is a call to action or CTA,
and what's the role of it.
A call to action or CTA is notjust a button.
It is a bridge between acurious visitor and a paying

(01:07):
customer.
Your website can't convertwithout a call to action.
And yet most CTAs are eithertoo vague, too aggressive or too
buried to be effective.
So how do we fix this?
How do we make sure that ourcall to action is effective and
that our website is beingeffective at getting our
visitors to do the actions wewant them to do?
So one of the mistakes that Isee a lot is that people's CTAs

(01:31):
are way too vague.
Learn more or submit doesn'tspark actions.
Or book now, that doesn't sparkactions.
We don't know what we'relearning more about.
We don't know what we'resubmitting.
We don't know what we'rebooking.
We need to don't know whatwe're submitting.
We don't know what we'rebooking.
We need to be a lot more actionoriented and we want to use
benefit driven language like getmy free checklist or show me

(01:53):
how it works or book a coffeechat with me.
That's a bit more, you know,effective than just book now,
because we know we're going tohave a free coffee chat.
We're going to be just talkingto you and getting to know you a
bit more about you.
So we want to make sure that weare using effective, verb,
action oriented and benefitoriented language, and it's okay

(02:15):
to be a bit more wordy here,because we want to convey what's
going to happen after theyclick that button.
Another mistake we see a lot isthat the button is too hard to
find.
If your call to action is atthe footer, your visitors won't
see it.
So we want to make sure that weuse multiple call to actions,
especially on a long sales pageor a long product page and I see

(02:37):
this a lot where many timeslet's take a traditional
e-commerce and the add to cartbutton is at the top.
But what if your visitor wantsto learn more information before
they add to cart and theyscroll down?
Well, now they have to scrollall the way back up to click on
that add to cart.
We want to make sure we havethat add to cart button multiple
times on the page if it's long,that way, when they made that

(02:58):
decision, they can go ahead andclick on it.
They don't have to scroll upand rethink their decision.
This is the same for a salespage that you might have.
Maybe you're a coach or acourse creator and you have a
long sales page.
We want to have that call toaction button multiple times
throughout the page to make surethat when they're ready and
have made that decision, theycan go ahead and click it.

(03:18):
And another thing that I havealso seen, too, is it's too hard
to find because it blends intothe page.
So we want to make sure thatour call to action button is
typically that third color thatyou're going to have for your
branding and it's the color thatyou use when you have an action
you want them to take, so it'sa color that stands out a bit
more from the rest of yourcolors.
It could be your secondarycolor too, but many times it's a

(03:41):
third color and you have twocolors, like in your logo, so we
want that color to stand out.
Think about Amazon, for example.
You know, when you see thatorange button, it's an add to
cart button and you don't reallysee much other orange on the on
the page Other than that orangebutton.
There's no other buttons otherthan add to cart that are orange
, and that is a you know, aclear indicator that that is

(04:03):
what we're going to do.
We're going to be adding tocart, and you'll see this
throughout other major websitestoo, where that button to add
the product or add the serviceto their cart is a different
color.
So we want to make sure it's acolor that stands out, that you
know isn't glaringly, you knowworks with your brand colors,
but it still stands out andsticks out in their mind and

(04:24):
they can easily skim and find itand see it and they're not
trying to look through, you know, similar colored fonts or text
or to find the button that theyneed.
And what if you haven't earnedthat click yet?
So another mistake I've seen isvisitors won't click unless
they trust you and understandyour value.
So we want to make sure thatyour copy your testimonials or

(04:46):
your content above the call toaction answers the question
what's in it for me?
So you want to build up to thatcall to action button.
You want to get to a placewhere they have trusted you and
they understand your product orservice and they want to take
the next step.
So you want to make sure youhave led them towards that next
step.
It's kind of like dating beforewe get married, right?

(05:08):
You don't want to just saymarry me right away, you want to
, you know, have those datingsteps before that.
You know that commitment ofbuying something from you.
So make sure that your copyyour testimonials and your
content above the call to action.
Reinforce what you're going toget with that call to action
button.
And there's some psychologybetween a great call to action

(05:29):
button.
We want to tap into emotions,urgency, curiosity and relief,
and you want to do thisobviously in an ethical way.
But very likely your productsor services solve a pain point
or provide some sort of fun orvalue to the person's life.
So you're going to want to tapinto those emotions when you're
creating your call to actions tohelp them really connect and

(05:51):
feel that next step is importantto them.
Give them a reason to click now.
Don't make it too vague.
Tell them what they're going toget right away and the benefits
they're going to get from yourservices or your products.
So a call to action copy thatuses first person point of view
yes, I want this tends toperform better than a third

(06:12):
person point of view.
So consider that when you'reredoing your call to actions as
putting it in a first personpoint of view too.
So here are some simple call toaction changes and tweaks that
you can make today.
So I want you to usecontrasting colors for the
buttons.
Like we said, it's a reallygood idea to use that third
brand color.
It's special and it's meant forcall to action buttons.

(06:34):
Only for your call to actions,you might want to add microcopy
or a little text underneath forreinsurance, like no spam,
unsubscribe at any time, forexample, if you're doing a
newsletter subscription button,or we won't share your
information with anyone else.
We hate spam too.
You know, use somere-encouraging kind of like you

(06:55):
know, the whisper on theshoulder type of words
underneath your call to actionbutton too, and you can test
different call to actions, likeget started, save my spot, see
pricing, take the tour.
So these are some actionoriented type of words that we
can use on our call to actionsand test them out.
You know, try a specific typefor a month and then you can

(07:18):
switch it up.
Or, if your software allows it,do A-B testing on it, where it
presents half the people one wayand the other half the people
the other way, so that you canthen determine what really
speaks to your audience a bitmore.
This is not a set it and forgetit.
This is something you're goingto probably want to review
pretty regularly.
So I challenge you after youget done listening to this

(07:40):
episode today, I want you tolook at your website today and
ask yourself would you clickthat button If you were a cold
visitor, somebody that didn'tknow anything about you or your
business, would you click thatbutton?
Better yet, you can ask afriend or colleague or somebody
who's similarly in your spacebut doesn't quite know your
business very well would theyclick that button?

(08:01):
What questions come to theirhead before they click that
button, so that you can makesure you've answered those
questions so that they're readyto click that button.
Your website shouldn't beconfusing, overwhelming or,
worse, silent.
Small changes to your call toaction can lead to big changes
in your conversion.
So I challenge you to take someof these tips today and apply
it to your website and see howmuch your conversion rate

(08:24):
improves on your website.
If you love this episode, I'dlove for you to rate and review
on your favorite podcast playerand share it with a business
friend who's stuck on theirwebsite and needs help as well.
And we will see you next week.