Some people who started long after you already post hundreds of subscribers per month and manage to generate more than 5,000 euros in monthly income. You are not there yet. Your expertise and your ability to transmit it bring you visits, but your mailing list is lively…
The reason is simple. If you want to start developing your subscriber list and selling your products to it, other skills will have to come into play, including your ability to convince and dose your messages.
Most good shop sellers pay attention to the messages they want to get across. They know you need it first to convince a customer and then go to the purchasing phase with a firm proposal which confirms the benefits of the product which has just been presented to it.
On the Web, many sites do not use this approach. They offer their products with a sloppy vocabulary. Their pages are written with the same clumsiness as that of the restaurateurs who alpagants passers-by in tourist areas.
However, you have to be attentive to the delicate moment when you want to convert the visitor into a subscriber or a buyer.
At this stage, you must start from a Value proposition that grabs your attention and guides your visitor to a compelling call to action.
The call to action is what colored button which the visitor must press to subscribe or buy.
The wording of the call to action is just as important as that of the value proposition for a web business or entrepreneur.
Both work together to persuade the visitor that their problem will be solved by your offer or your content. The value proposition gets attention and then begins to convince your visitor thatcall to action is the smooth outcome of his decision to follow you over time and buy you a product.
The following article will allow you to create effective pages with decisive calls to action who convert your visitors into subscribers and buyers.
Sales page and call to action: a question of dosage
In a supermarket as on the web, the quality of the call to action makes the difference.
Take the example of the startup treezmas.com. She offers to rent you a tree for the holiday season. The idea is excellent.
You have a real tree planted in a pot for the holiday season. Just after the New Year celebrations, a truck comes by to pick it up. And the company is committed to replanting it.
The home page is very clear. An infographic shows the four stages that lead from ordering to replanting the tree.
Above all, the call to action is placed right in the middle of the screen and it says:
“Adopt a tree”
Treezmas’ call to action was successful despite being a little too small. Unfortunately, the same cannot be said of the site of this bicycle dealer.
Products, information and coupons rub shoulders without any hierarchy.
In addition, it is not possible to start order from a call to action on the home page.
The only button that could be close to a call to action is called “CHRISTMAS” at the top right. And we don’t quite understand the message he’s trying to get across.
We see it, without call to action carefully and appropriately written, these pages lose a lot of efficiency.
When is a call to action used?
Here is a non-exhaustive list of cases where a call to action should be used:
Get a free product or bonus
On the web, free training or bonuses in exchange for our email are frequent. This is how the Livementor training institute offers free online training.
By registering for these training courses, the prospect enters the Livementor conversion tunnel (see the article by Danilo Duchesnes on the sales funnel).
This model is also applied in the sale of classic products in competitive fields. Here is the example of the Fortuneo bank which offers you a 150 € bonus when you subscribe to a life insurance offer.
Receive a promotion
It is also a widespread call to action. Here is an example from the Lekué baking utensils site. You are offered a 15% discount when you are about to leave the site.
Here, the call to action allows the customer to benefit from the promotion … in exchange for their email.
The idea of offering a discount when the customer leaves is a good one. However, we may regret the use of the word “To send“. It’s a bit like “Submit” or “Accept“, The customer presses a button and a word that is too general is the opposite of convincing. There is a much more suitable vocabulary for calls to action as we will see later.
Subscribe to a mailing list
We hate receiving unsolicited emails. However, we receive more every day.
The reason: we usually subscribe to it without even realizing it. By placing an order, downloading content for free, or wanting to receive a promotion.
But in some cases, we sometimes subscribe to a newsletter because we are certain that the information or products offered to us are of quality.
Here, for example, is the sober call to action used by Uniqlo. It is explicit and the visitor does so knowing that he will receive a newsletter and promotional emails from the brand.
Note also that Uniqlo also offers a € 10 discount on an order when subscribing to its newsletter.
Try a product
This model is for companies that sell software online like Sales Force. The call to action offers a trial version, and if the prospect is convinced by usage, it can be converted to a client later via email.
However, it is best to guide the visitor to the test. In the Salesforce example, the call to action is placed at the top right of the screen, so outside of the page reading path that goes from top to bottom.
It is therefore dissociated from the product pitch and it is impossible to know if your prospect was really convinced by your product pitch or if he arrived on the site with already in mind the idea of testing the product.
A call to action should let you know which arguments are effective in your sales pitch and which are not.
The Shopify example below is more compelling, as there are three calls to action dotted along the read path. The company’s revenue has tripled in three years following the redesign of its sales page, as reported by Neil Patel. This is largely due to the implementation of this 14-day test and the associated call to action.
Shopify’s call to action comes up whenever a decision can be made. Its function is to remove the last obstacles and assist the client in his choice.
The free trial is very effective in industries and industries where it is impossible to ask the customer to buy directly. This is particularly the case in the service, coaching, software, music and video subscriptions, etc. industries. In these areas, if you ask visitors to buy right after the first visit: 84% of them will bounce from your sales page.
How to succeed in your call to action
Visually, a call to action stands out from the rest of the page thanks to a color contrast as seen in all of the examples cited above.
But beyond this ergonomic aspect, a good call to action should ideally combine the following characteristics:
- Explain a benefit;
- Offer instant gratification;
- To raise interest ;
- Use words that make a difference;
- Highlight a problem and suggest a solution;
- Highlight a sense of belonging.
1. Write a benefit-oriented call to action based on the value proposition
The call to action must provide clear and legible benefit to the customer.
Since the number of words is limited in a call to action, it is therefore necessary to combine a value proposition that will explain the benefit for the customer.
Here is the example of Gluten-Free Baking academy. This academy provides online courses for gluten-free baking. On the home page of the site, the call to action is combined with a promise made the text of the value proposition:
- THE VALUE PROPOSAL: You will learn game-changing recipes. You will have unique know-how to make gluten-free bread with exceptional taste and nutritional qualities and whose textures are comparable to that of bread with gluten;
- THE CALL TO ACTION: “Reserve your place”.
Coupled with the value proposition, the benefit of clicking on the Gluten Free BakeryAcademy call to action is very clear.
2. Offer instant gratification
We have all experienced waiting at the airport. It’s a hateful moment.
You have to wait for the baggage drop-off, then wait before going through the police, then wait for boarding before waiting for takeoff. And upon landing, you will have to wait to get out of the plane, wait at customs and finally wait for baggage delivery. And once this ordeal is over, you can finally start enjoying your vacation.
The call to action is the reverse of this journey. It’s instant gratification.
It may seem strange. Usually we appreciate much more what we fought for and waited for than what happened to us without difficulty.
On the web, waiting will penalize your conversion rate.
The prospect or the client is not waiting, especially for intangible products. The idea of immediate benefit must therefore appear in the call to action.
This is the case for example for the blog mychef.com which offers a set of 200 royalty-free photos to be used immediately for the illustration of his blog. The call to action says “Download Now”.
This also applies to physical products. Canadian flooring and parquet specialist FloorsFirst offers a Canadian version of its site immediate visual experience. The call to action tells you that you can see how your room will change with this or that model of parquet. Failing to see your room transform instantly, you have a visual projection of this transformation.
A distributor like Amazon also uses this idea of immediacy with its “Buy Now” command and Prime delivery.
The delivery time is now compressed to an increasingly shorter time (less than a day) and an alert system informs you in real time of the progress of the delivery.
3. Arouse curiosity
A study from the University of California-Davis identifies how much when our curiosity is aroused on a subject that is close to our hearts, not only are we investigating this subject, but we are listening to all possible neighboring subjects also to interest us.
This is a bit what Stan Leloup tells me about in this interview, he started on the web by seduction coaching, then widened his subject to marketing when this subject did not interest him at the start.
To trigger curiosity, your visitor must therefore have a starting interest.
You are unlikely to interest your visitor in a pastry robot if he does not take a minimum interest in the subject and does not manifest a starting intention on this theme (improve his whipped cream, make a successful cheese cake , etc.).
On the other hand, if your visitor shows a sufficient initial interest, you can then reinforce this interest by showing a little creativity by insisting on certain emotions likely to strengthen your collusion with your interlocutors: surprise, satisfaction, worry, humor, etc..
Copywriting is based on a vision of marketing where the product is sold with emotions and not with logic. In B2C, this approach to marketing has proven itself.
Among the emotions that we associate with curiosity, emergency is the most frequently used.
The urgency thus returns to the feeling of inevitable loss. If we don’t take advantage now, the opportunity will never come again.
The urgency like all the emotional springs must however be used judiciously. Ideally, if you sell a product at a reduced price, indicate the period of validity of this promotion and stick to it.
In addition, reward those who trusted you at the time by keeping them regularly informed of your next promotional campaign or by reserving preferential rates during launches.
As Simon Sinek points out in his book “Start with the why”, there is nothing worse than these brands that organize promotions or “last chance operations” every week. These are manipulations that end up making your marketing significantly less effective.
Curiosity also combines very well with the promise of immediate gratification. Crazyegg is online software that lets you see the parts of your site that get the most attention and when visitors get off your pages. The call to action on the Crazyegg web page is a subtle invitation to exercise curiosity.
Most website owners dream of knowing the reasons why visitors drop out rather than subscribing to a mailing list or buying a product.
To evoke curiosity, the call to action simply invites the visitor to “View my heatmap”. Also note that the Crazy Egg value proposition is perfectly written with an emphasis on immediacy.
4. Use the words that make the difference
Certain words make the difference in a call to action as the Copyblogger site explains:
- You / Your;
- Free / Without obligation;
- Yes No ;
- For / In order to;
- Now / Immediately;
Likewise, using a verb will make a big difference.
Here is an example with the La fourchette website, which allows restaurateurs to have an online booking solution. We find the words “Without commitment”, “Test” and the use of a verb.
5. Highlight the problem and offer the solution
A call to action must respond to a problem formulated on the sales page. In other words, it must meet the Value proposition as we said above.
Copywriter Gary Halbert, author of Boron Letters, has even more direct wording on how a sales page should be structured. She must :
- Identify a problem;
- Document the consequences of this problem;
- Offer a solution.
You will understand, thecall to action, this is when you offer the solution.
Identify a problem
In order for your visitor to continue and click on the call to action, you must have convinced them that you have correctly identified their problem.
Not everyone has the same perception of a problem. It is therefore necessary to deepen the knowledge of its public and analyze the problems which the latter is facing in order to present it in an appropriate manner.
This offbeat perception of the problem from one audience to another is precisely the opportunity to differentiate.
For years, recruiting websites have been looking to get as many resumes as possible by highlighting employer ads. The candidates’ problem was interpreted in a simplistic way: iThey were looking for a job to apply for. If they had a good CV, the boxes were likely to be interested in them.
Recruitment firm Welcome to the Jungle has positioned itself differently from conventional recruiting firms.
She presents the job market as a ruthless jungle and puts aside the classic rhetoric of the presentable candidate who formats his CV and submits it for selection.
This positioning has a great merit: it sticks to the way that most people perceive the job market. Thehe labor market is a difficult space in which you have to fight to stand out and attract the attention of a recruiter.
In addition, once chosen by a company, a candidate can realize that the latter is not at all for him and that the atmosphere is foul.
Welcome to the jungle therefore poses the right problem. She questions the usual status quo which means that the job market is a transactional space where everyone has the same opportunities and is judged objectively and transparently thanks to the content of their CV.
For Welcome to the jungle, the job market is a threatening jungle and we can only integrate into it by rediscovering the limited space open to the individualities of the tribe.
Thus, the call to action is naturally called “DISCOVER THE TRIBE”.
Note that when it comes to an employer, Welcome to the jungle uses a completely different vocabulary and a more classic, B2B-oriented call to action.
As Seth Godin says in his book tribes, the brands that stand out are those that:
- Challenge the status quo;
- Create a movement.
The positioning of Welcome to the jungle and the resulting call to action are an effective demonstration of the principles advanced by Godin.
Document the consequences of a problem
The problem with the problem is that not everyone is aware of the problem.
The consequences of this problem must therefore be documented.
Indeed, you must explain the consequences of the problem, because in most cases visitors and customers have only a vague perception of their problem.
For that, it is necessary to post figures and / or describe particularly painful or irritating situations in which your visitor can find themselves.
Here is an example of a concrete difficulty highlighted by Salesforce to show that its CRM tool makes it possible to get back to customers who have abandoned their cart along the way.
Salesforce allows you to contact these customers by targeting the times when they have abandoned a shopping cart. By knowing the time of the dropout, the seller can identify the reason for this dropout (high or inconsistent price, incomplete or poorly made description, etc.), then contact the customer or prospect by email.
On the Salesforce sales page, mentioning the problem of abandoned shopping carts gives a clear idea of the turnover lost and which could be retrieved using this function.
“45% of American consumers abandon their online transaction if their questions or concerns are not addressed”.
Your audience is not necessarily aware of the consequences of certain problems. It is therefore necessary to spell out in detail the different characteristics of a problem.
This approach is also used by Stan Leloup in the copywriting of his conversion pages. In his “Develop Your Audience” training, he explains how to increase website traffic. But the problem of too low web traffic is too general.
He explains four painful problems that are characteristic of traffic that does not take off:
- No visibility, I don’t know;
- No return on investment, my money is lost;
- Information overdose on the best way to boost traffic and unable to prioritize his actions with this mass of information;
- The vagueness: I don’t know if what I do will work.
You have to do like Stan and document the consequences of this problem in your headlines, subtitles and bullet points by emphasizing how bad the problem is. sensitive and irritating for your visitor.
Present the solution
This is the final part of your call to action: this moment when you offer to solve your visitor’s problem by proposing your solution.
It’s important to keep your visitor’s state of mind in mind when they’ve gone through the previous two steps. He is therefore convinced of his problem. The solution must now describe in the most rational way what the solution will bring to it.
Here’s how Wix does it. The website editor offers a simple call to action for each of the audiences it targets by describing just before what each of these audiences has to gain.
6. Highlight the feeling of belonging
We have all had this unpleasant experience of missing an opportunity that others have taken. For example, in a lost ebay auction or when your friends tell you about a great time spent the day before when you preferred to stay watching Top Chef at home.
In his book Psychology of influence (title in England: Influence and manipulation), Robert Cialdini called this phenomenon “Social proof”.
Here’s how MailChimp uses this leverage.
It’s your turn
These six steps to creating a perfect call to action will help you build a quality mailing list and sell your products better. But don’t forget that the call to action must be associated with a quality value proposition and a landing page that promotes your products and content.
I have written a guide that will allow you to go through all these steps without any problem: “22 examples of landing pages that convert and a step-by-step method to succeed yours”. In this guide, you will have in particular:
- A step-by-step method for building your landing page;
- The language to be used to convince;
- How to arrange the visual and the verbal to boost your conversions;
- Peeled landing pages: Why some are successful and what are the examples not to follow;
- The main mistakes we tend to make and how to avoid them.