I have to admit I have never been very good at writing Calls To Action. Some people seem to have this preternatural skill, getting customers to click effortlessly. For me, it was always a major struggle. One that held me back for a long time, keeping my content from ever reaching the potential I knew it could.
Thankfully I have gotten over that hurdle. What pushed things in the other direction was learning about click triggers, and how they can improve your CTAs almost instantly.
Click Triggers: What They Are, and Why You Need Them
A click trigger is, in essence, a nudge. You are giving a little poke to the reader to direct them to fulfill an action that is best for your brand. Maybe that is pushing them to click on an article to read. Or it might be asking them to sign up for a free or paid service you provide.
A click is at the very top of your conversion funnel: If we take a well-known TOFU->MOFU->BOFU concept, a click is right at the TOFU stage:
Image source: Pinterest
Having a strong click trigger is important because it is what makes a lead a conversion. Without it you will see much less success, because the viewer will be left to decide whether to follow through on their own. No matter how good the product, a lot of people just won’t take that leap without prompting.
If you have noticed a lot of people going to your sales page but not following through on a sale, you need to add in some click triggers to get things flowing. But how do you do that?
Increasing Your CTA Power
At the heart of it, increasing your CTA power is all about giving the viewer a reason to click through. Here are five ways that will always help you reach that goal.
Be Compelling Enough to Eliminate Doubt
One of the biggest reasons viewers turn back from that final step is due to doubt. They doubt that the product will be worth the money, or that they need to features provided by the service, or that the content will be worth reading. They don’t want to waste cash or time, both of which are precious.
DIYmarketers blog is a great example of being compelling:
So your job is to offer a click trigger in the CTA that wipes away that doubt, leaving them free to go through with the initial action. You could do this by providing testimonials, letting them know of a sale, saying what it can do for them, etc.
Here’s a huge downloadable collection of different ways you can write your call-to-action for it to trigger action.
Give Them an Offer They Can’t Refuse
Nothing is going to bring on the click-throughs like an offer that really grabs the viewer’s attention. A client of mine who owns a startup found a 125% increase in conversions when he stated the percentage off the original price in the CTA.
The sale had already been going on for months, but it wasn’t until he had shown it right in the Call To Action that it drove sales. Turns out that he needed to use it as a little push for the viewer.
First Site Guide is a great example:
Don’t Shy Away From Guarantees
Guaranteeing something to the customer used to be a tried and true method of building trust. But misuse by companies that didn’t really mean it have kind of taken it out of vogue.
That’s a shame, because it is still a very effective click trigger. You just have to know how to present it. For example, on a product or paid service you can do something as simple as say you will give them their money back, no questions asked.
But for a piece of content you could promise to teach or provide something that they definitely want to see. In that case, you would guarantee that they absolutely can’t go without knowing this information, or that others who know it have an edge over them.
Tell Them What to Expect
One thing that can hold people back is the effort it may take to follow through. If you can prepare them for the next steps, showing that it will take minimal commitment on their part, you will find them much more willing to take the plunge.
For example, you could say: “To sign up click the button and fill out our three question form!”, specifying that they only have to answer three questions to proceed.
Here’s a good example of what I am talking about:
That way they know exactly what will happen on the next page, and will see right away that it won’t take any real time to follow through on their initial interest.
Simplify What Comes Next
Do you really want to get people to follow through? Then you should take number 4 and really utilize the idea of a simplified process. I mentioned the three question form, but it can be even easier than that. An email address for a subscription takes no time at all, and it gives you the chance to retain interest or gain later sales.
Here’s VCB landing page:
A social media sign on makes creating an account almost immediate, and will encourage people to give what you are offering a try. The easier the process, the greater the power of your CTA. Because even if they click on the link, they have to finish the process on the other end. Getting them there is only 3/4ths of the battle.
Monitor Your CTAs and Adapt!
I am not too tech-savvy. I could handle just the simplest CTA tracking using Google Analytics. I was using this tutorial which is very concise: A How To Guide: Measuring Calls-To-Action with Google Analytics
I also use Cyfe analytics dashboard to have all of my CTA reports on one page.
It’s much easier and faster to check my Cyfe dashboard than browsing Google Analytics.
What I Learned Through Click Triggers
As I said earlier in this post, I was really bad at creating CTA’s. Even now I struggle with finding the right words, and really compelling people to follow through on what I want them to. But learning about click triggers has vastly improved my CTA’s, and my results. They give me an easy formula to follow to be more effective in my requests.
These marvels have also taught me the importance of asking. Before I would have considered a CTA a simple throw-on, last minute effort. Now I see it as a powerful tool that can completely change the results you experience.
I know I am not the only person who thinks so. Take a minute to share your experience with click triggers with our other readers and leave a comment below!
About the Author: Jessy Troy is the editor, social media enthusiast and DIY junkie maintaining several blogs and earning her living online. She is currently a managing editor at Teksocial Magazine.