Guest Post written by Justin Christianson of Conversion Fanatics
In marketing, we can’t assume anything. You can’t assume some things are going to work better than others and you can’t assume what works for someone else will work for you.
Assumptions in most cases will lead to certain death of a marketing campaign.
There is however ONE thing we can safely assume and that is visitors to our site don’t know what they should do next.
For that, we have to basically tell our visitors what to do and lead them down the path of least resistance to our end goal, which is usually to give us money.
To do it we leverage strategically placed calls to action.
You have a form you want them to fill out?
- Use language like “Fill Out The Form Below To Get X”
Have an important video you want them to watch?
- Use simple language like “Watch The Short Video To Get Y”
Some simple text to take the visitors by the hand and point them in the direction you want them to go.
Specific benefit driven calls to action can take a weak or mediocre campaign and turn it into an extremely profitable one.
Now you may be saying… “Justin this all sounds good but can just a few words make that much difference?”
The little things most certainly do make a big difference and I am going to prove it with a little case study example.
One particular campaign my company was working on had a “free trial” offer of sorts but in this case, it was an offer to set up a free account. All they had to do was fill out their username, password, name, and email and they would be given their free account.
The page was relatively simple in nature, a headline, sub-head, video on the left, and form on the right.
Not a whole lot to actually test, but in testing, as I said, the little things can matter as well as nothing is off limits.
The original call to action read something like this… “Fill Out The Form To Claim Your Free Account”.
We ran a simple A/B test to change up the call to action.
The variation we tested vs. the original read as… “Fill Out The Form Below To Get Instant Access 100% Free Now!”
Not much of a change over the original, but what changed was the results.
Just a few words changed resulted in a 158.23% increase in the free account signups.
Hard to believe that such a small change could yield such amazing results isn’t it?
That my friend is why the little things matter and more importantly how important calls to action and telling your visitors what to do are for a marketing campaign.
Are you telling your visitors what to do and leading them down the path you want them to take? I urge you to take a long hard look at not only if you are telling them but how you are telling them. Test out different language to see if you can see some improvement in your marketing campaign.
You may just be shocked at the results.
Written by Justin Christianson
Justin is a 14-year digital marketing veteran and #1 Bestselling author of Conversion Fanatic: How to double your customers, sales and profits with A/B testing. He is also the co-founder and President of Conversion Fanatics, a full-service conversion rate optimization company which helps companies get more out of their digital traffic efforts.