This is part 6 of a 10-part series on Creating Calls to Action
You’ve probably heard me say more than once that you must know your numbers This means that testing and tracking your calls to action is essential if you want to ensure that you get the most out of your CTAs. You cannot assume they are working well, even if you’re earning money and making conversions from your current CTAs. You won’t really know that for sure unless you are continuously tracking and testing.
Here are 7 tips for testing your calls to action
Tip #1 – Have a Clear Goal
Does your content have a goal? If not, you have nothing to test and track. Not only that, you won’t know why you’re creating the it, where you’re placing it (on your blog, your social media accounts or somewhere else), nor will you know what language to use to get the best results.
And if that’s not enough reason to have a clear goal, without one you’ll leave your audience confused on exactly what you want them to do.
Good examples of a goal for your content include: getting people to sign up for your newsletter; registering for a webinar; or making a purchase.
Tip #2 – Test Your Language
Once you have a basic design for your CTA, you’ll need to create variations. In these variations the most effective way to test is to change only one thing at a time.
One of the first things you’ll want to test is your language. For example if your signup button says “Subscribe” you could change that to “Sign Up Now” or “Download Now” if you’re giving away a free download, or “Register Now” if you’re asking them to sign up for a webinar, etc.
You’ll want to then track the results from each variation, and see which one gets the best result.
Tip #3 – Test the Placement of Your CTA
Another thing you should be testing and tracking is the placement of your CTA. Do you have it only at the end of a sales page or post? Is it only in the sidebar of your blog? Try testing in different spots to see where people engage with and take action on your CTA most often.
You may also change the colors of the CTA. You might change it from two CTAs to one choice instead. There are many ways to create options to track and test. Each one has the potential to further refine your offer, and improve your results.
Tip #4 – Add a Sense of Urgency
One way to help people act on your CTA is to create a sense of urgency with the wording you use. You might say something like, “Get Instant Access” or “Reserve Your Spot Now,” for a webinar that has limited seating. This is going to help your visitors act now rather than missing out.
Another way to add a sense of urgency is to use a countdown timer. This gives your audience a visual reminder that the offer is only available for a limited time. A tool like Simple Countdown Creator works well for this.
Tip #5 – Include Social Proof
Social proof can help improve your conversion rates for all your CTAs. Try adding social proof (such as testimonials, product reviews, etc.) to one page and not to the other. See how improved the conversion rate is on the page with social proof compared to the page without.
Tip #6 – Add Trust-Building Elements
Someplace below your CTA, you should use words that help build trust. For example, “we value your privacy, and we won’t share your information” below a sign-up button that requires name and email address.
Perhaps, mention your “100 percent no questions asked 30-day refund policy” under the payment information. This will help build trust with your audience and improve conversions no matter the type of CTA.
Tip #7 – Test the Style of Your CTA
Your CTA can be short or long as it needs to be to get someone to take action. You don’t have to just say “sign up” or “buy now,” you can say much more than that. You can use a long description, such as “Register for The XYZ Webinar Now & Receive Reminders so You Don’t Miss This Ground-Breaking Webinar.” If you have a sense of humour and your audience knows this, you can test calls to action with a little personality in them. You need to know what resonates best with your audience, and the only way to find out is to test.
A Word About Tracking
So far we’ve talked a lot about testing, but not a lot about tracking. In order to make all this testing and tracking work, you will need some sort of software to help analyze the data.
Most autoresponder providers have some form of analytics that allow you to track clicks in your emails. I personally use Drip for my email marketing, and they have great reporting and tracking tools. (Click here to try Drip for free)
You can also use a link tracker like Simple Click Tracker. It allows you track all your links and perform split testing which is what you’ll need to find out how your comparison tests are working. (Check it out here )
Finally, you can, and should be using Google Analytics to track visitors to your website and the actions they take. I’m of the opinion that you can never have enough information to base your decisions on.
Knowing your numbers is key to creating a successful business and these testing tips and tracking tools will help you get there. It all comes down to making small changes and determining the effect those changes have on your audience.
This is Part 5 of a 10-part series on Creating Effective Calls to Action
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