Call To Action and Professional Landing Page
Call To Action is a term in Internet Marketing reflecting techniques (wording and image suggestions combined together) used to influance visitors to participate or follow certain desirable action.
Most likely it is button “BUY”, “SIGN UP”, “VIEW”, “TRY” etc.
I found 50 most commong phrases used as “call to action” buttons:
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Closly related to that “call to action” buttons are landing pages. It is simply page which is being displayed when you click on “call to action” buttons.
Amazon and online shops are great example as they are loaded with such buttons. Next example, reagrding its popularity, would be Google AdWords campaings. Those are “sponsored links” on the site of Google search result page (see here). Becouse those are text ads and they including website address, it is more tricky. For instance you can link ad to landing page, it just have to be withing same domain e.g.
will open NOT www.shop.com website, but
http://uk.shop.com/buy%20it%20now/products~NS-1~linkin_id-8019934
As you see there are two cells in this basic version of “getting customer attention” chain. One is the first contact, where text or image is bringing attention, second which comes after clicking on the button. It is impression and general feeling of landing page. For instance if you are online shopping site like amazon, and your landing page would look cheap and unprofessional, if you are recognised brand, people might even think it is some scam website and will not purchase. It is different subject of course with online shops and how people are relating to safety of online transactions. But quality and functionality of landing page applies to all online marketing campaigns.
Just to add few words from market leader, guru of Online Advertising – Google. Read KNOW-HOW from official Google Adwords Training document. How important call-to-action message is.
Include Clear Messaging
To ensure that your marketing message gets across to potential customers, it’s important that you include clear messaging when creating your display ads. Below are some basic best practices that can help you create a clear, compelling, and concise display ad.
* Include a strong call-to-action: Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases include “Buy,” “Purchase,” “Call today,” “Order,” “Browse,” “Sign up,” and “Get a quote.” While words such as “find” and “search” may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you’d most like them to take on your site.
* Be explicit about your call to action:Include your call-to-action as a button or somewhere else within the ad that will ensure the user understands where to click. This is especially important in display ads, because users may not know what part of the ad is clickable or, in some cases, that your ad is an ad at all. Users also want to know what they can do if they click their ad: “Learn more?” or “Buy now?” Let them know what to expect.
* Include prices and promotions: The more information about your product that a user can gain from your display ad, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
* Include key messaging and call-to-action in final frame of animations: Some ads have animated “teaser” text which may enter and exit the ad at various points. If users miss this text, what they end up seeing may not clearly communicate your offering and what they should do. If the action they should take isn’t clear, they’ll be less likely to click. Including all key messaging and your call-to-action in the final frame of animations can help ensure that your message gets across to your users.
