Performance Marketing is full of surprises with unique and creative elements at every stage of marketing. Similar to a product/service supply chain, Performance Marketing is all about precise planning and execution. Even the smallest of the details must be considered and planned for better conversion. In the modern era, brands need to represent and establish a brand position that is ahead of others. Such positioning relies on the creativity of your marketing strategy to attract and retain customers.
Interacting with an experienced performance marketer would help you understand that there are several aspects/factors in a performance marketing strategy. Among such aspects, a significant one is CTA (Call-To-Action) and its intelligent use in Performance Marketing.
What is CTA?
CTA is a marketing prompt that is placed in a marketing campaign to influence customers to initiate the transaction. It is the abbreviation of “Call-to-action” which allows consumers to complete the transaction. It is in the form of a button with the text “Buy Now”, “Subscribe Now”, “Order Now” and any other relevant approach.
As per the experts, using CTA increases the chances of conversion and reduces the bounce rates. The marketer can actively plan on placing the CTA button in promotional emails, Native Ads, and ad banners placed across different platforms. The placement of CTA buttons allows the customer to easily initiate the transaction. As per industry statistics, it has been identified that better utilisation of CTA can result in about a 200% increase in click-through rates.
Use of a CTA
CTA or a Call-to-action button is not specifically for product promotions and influencing the audience but can be used for any service transaction. As per the experienced marketers, a CTA button can be placed if you are promoting a service, or aiming to generate a lead. For instance; for an ecommerce brand, the CTA can be Buy Now, and for a service provider, it can be “Subscribe Now”.
Also, it specifically depends on the marketer about the use of CTA. A marketer can place one CTA button anywhere across the landing page. Can place two buttons, one at the start of the page and another at the end. Also, can plan on multiple CTA buttons placed intelligently across the landing page. But while doing so the most important aspect to be focused on is the user’s experience.
Elements of CTA
The common elements of CTA are directly or indirectly associated with the appearance or visual appeal of the button. It can be identified that it can either be presented in the form of a button, a text or an image. These elements are further hyperlinked which can lead your audience to the landing page or your website.
Hence, it can be identified that having a CTA enhances your marketing campaign and attracts an audience.
Benefits of CTA
Now let’s move on to discuss about the benefits of using such CTA buttons. Based on the experience of the performance marketers at Verve Online Marketing, the key benefits of CTA include:
- Improves Decision Making:
The CTA Button acts out to be a key factor that influences customer decision-making. Let’s consider you are offering a Flat 50% off on your products and have a marketing, but have not placed a CTA button, then there is a low chance that the user will visit your website. But if you have placed a CTA button, there are high chances of conversion.
- Improved Sharing:
It has been identified that a marketing campaign either an image or banner with a CTA has a higher shareability. Such is because it allows the customers an easy checkout option and to make their decisions effectively. As a result, the users easily share the images and posts, which contributes towards improved ROAS.
- Attracts Audience Attention:
A digital post or a banner with simple text with no CTA button just acts as an information or guideline, which is often ignored by the audience. It is because, a post just informs the audience, and then they are required to make additional effort by browsing for the product. But with the help of CTA, such a threat can be avoided. As it attracts the audience and engages them. Also, a survey conducted reflects that audiences prefer having CTA as it reduces their shopping efforts.
- Can be of Multiple Uses:
CTAs can be of multiple use. As they can be placed depending on the situational or the branding needs. The marketer can use CTA to lead the audience to the webpage, influence them to subscribe to the content, and opt for emails or lead generation. It is simply a tool that leads the user towards the next stage of product/service sales.
- Allows Personalization:
CTA buttons can be personalised depending on the campaign strategy or marketing aim of the brand. There can be various formats and approaches to be used to influence an audience and to convert them. It can be identified that marketers personalize the CTA depending on the demographic and psychographic characteristics of the targeted audience. Such helps in improved conversion rates.
Examples of CTA
Until now we have only checked on the meaning, benefits and use of CTA. Throughout we have discussed that CTAs can be customized and be used as per different scenarios. So now let’s focus on different examples of CTA that are commonly used by marketers and brands.
For product-based brand marketing, the CTAs can be;
- Add to Cart
- Buy Now
- Order Now
- Few Pieces Left
- Add to Wishlist
These CTAs can help the brand easily influence the audience and convert them into potential customers. Further creative keywords can be used to keep the audience engaged.
For a Service Business, CTAs can be;
- Subscribe Now
- Call Now
- Know More
- Connect with our Agents today
- Sign Up
Using the above-mentioned keywords for services can help generate curiosity among your users and at least get them engaged in your marketing campaign.
For Brand Awareness and Promotion, the CTAs can be;
- Follow us on Social Media
- Subscribe for updates
- Learn More
- Read More Articles
- Click for Newsletter
- Show Some Love
As discussed CTAs can be used to spread brand/business awareness in the marketplace. It is also important for the brands to set up their well-known brand image. Hence, such CTAs can influence the audience to show some interest towards your brand.
For a B2B Business, potential CTA can be;
- Connect Today
- Free Quotation
- Get Consultation
- Free Sample/Trail
CTAs are also beneficial for the brands operating in the B2B space. Interesting and creative CTAs can help you generate relevant leads for your business.
Types of CTA
- Direct/Hard CTA:
The Direct or the hard CTA indicates a direct initiation of the transaction. For instance; the use of Shop Now, Buy Now and similar CTAs are direct CTA. These CTA can directly lead the audience towards the checkout page.
- Indirect/Soft CTA:
These types of CTAs are considered to be soft because they are aiming towards just establishing an initial communication. Whether you are aiming to influence the audience to subscribe for updates, call your agent or a form asking for certain necessary details.
- Form-Type CTA:
CTAS doesn’t have to be presented in a button or a one-liner text; it can also be presented as a form for the users. Such forms help the brand to collect relevant data regarding their customers and to make their marketing strategies accordingly.
- Personalised CTAs:
Experienced performance marketers can aim towards personalizing the CTA button considering the customer as well as the brand’s interest. Such personalised CTAs can attract customer attention and influence them towards the brand.
Tips to Improve CTA
CTAs are important to ensure better conversion from the marketing strategy and to achieve better ROAS. Hence, marketers need to focus on approaches that can help in improving CTA quality.
- Ensure Visibility and Engagement:
While planning for your CTA, it is important to ensure that your CTA is visible and can ensure engagement. As per a survey, 40% of the brands stated that their audience failed to reach their CTA or didn’t locate it on the webpage. Hence, while planning on CTA marketers need to ensure that the CTA is highly visible.
- Better and Contrasting Design:
CTAs are not just the formality that needs to be introduced but are required to be actively aligned with the website and the landing page design and approaches. It is important for the marketer to carefully design the CTA considering the designs and patterns that can engage audiences.
- Deliver a Sense of Urgency:
Your CTA must be able to deliver a sense of urgency to your audiences. To ensure such the marketers make use of engaging texts and graphics that can attract audience interest. CTAs such as “Buy Now”, “Limited Stocks Only”, and “Don’t Miss the Chance” are perfect examples.
- Crisp and Concise:
While planning your CTA, it is important to keep it crisp and short. As long-tail CTA buttons fail to create a sense of urgency and attract audiences. Hence, as per the experienced performance marketers, the best CTA must have a maximum of 2-3 characters.
- Conduct Tests for CTA Variants:
Further, to ensure the efficiency of the CTA button it is important to conduct relevant tests to check for the variant that can deliver better results. Testing can help you get a better understanding of different elements of CTA and how it is performing. Such can further lead towards better conversion and improved ROAS.
- Consider Experiments and Innovations:
It is recommended that to ensure better CTA performance, you must consider making several improvements and innovations. Such innovation can be associated with adopting a unique design, colour pattern or shifts as per the changing customer interests. Such can act out to be transforming for your brand and audience interest.
Conclusion
If you want to know more about how to excel in performance marketing and take your brand to new heights you must connect with experienced performance marketers at Verve Online Marketing. We are a decade-old service provider and a leading Performance Marketing Company in India delivering customised branding strategies to our clients. We have served brands across the global marketplace and, hence have a better understanding of existing and emerging brand strategies.
Partnering with us can help you get tailored performance marketing strategies specific to your brand growth. Also, we can assist you with other digital marketing approaches helpful for your brand. Such include social media growth, SEO, email marketing, and other relevant digital channels. So book your brand consultation call with our executives today.
