10 Tips for writing a call to action that works

Tips for Creating a Call to Action that works

Every time you create a campaign, from a magazine advert to your latest blog post, there is something that each of them have in common.  You want your audience to do something with it.  That may be to click, to purchase or just like and share it, but there is still something that you are hoping your audience will do in response to your campaign.  This is what is referred to as the ‘call to action’.

Sometimes getting the ‘call to action’ right is not as easy and simple as it sounds, but getting it wrong can have significant consequences to the success of your campaign.

This can be further complicated when the campaign you are working on includes something such as augmented reality.

Augmented reality (AR) can transform a campaign into an interactive and highly engaging experience for your audience.  But the introduction of it does mean that you need to consider a few more steps in your call to action.  It is no longer enough to just say ‘click here’ or ‘download our app’ – you need your audience to do more than this.

Although the concept of augmented reality is becoming more mainstream, thanks to developments from organisations such as Facebook and Apple, it is still very much in its infancy when it comes to the marketing world.  Because of this it is dangerous to assume that your audience will 1) know what AR is and 2) know what to do with it.

Unfortunately, there is no magic formula for producing the perfect call to action that will guarantee the results you are looking for and often information around CTA’s will focus on email and web based call to actions.  However, there are some useful tips to help you increase your chances of success, I have collated the best ones and also popped it into a handy checklist for you.

10 Tips for Creating a Call to Action that works

Keep it focused

Limit your audience’s choices, if they have too many options often they will just walk away.  Keep your call to action focused on your goal.  Research from wordstream shows that emails containing a single call to action can increase clicks by 371%

What is your value proposition?

Identify what your audience will be getting in exchange for acting, is it a voucher, a discount code or a sense of achievement.  Regardless of what it is, you need to let them know what is in it for them.

Keep it simple, concise and clear

Avoid long sentences.  Keep your CTA short, sweet and simple.  Why is this important? Your audience will only give a brief amount of time to look at your campaign.  For example, in the case of OOH advertising, travellers will only have 7-10 seconds to see what is on a billboard*.  If your CTA cannot be read and understood in a short amount of time, it will soon be forgotten and ignored.

Provoke a reaction

Your CTA will fail if your words have not inspired your audience to act.  Use words to provoke emotion or enthusiasm and that encourage them to act right away.  Phrases such as ‘limited time only’, ‘first 50 customers only’ and ‘get to the top of the leaderboard’ all give a sense of urgency that will make your audience want to engage and not miss out.

Be friendly

If it is right for your brand and works for your campaign, try and avoid being too formal and keep your CTA friendly by using first-person phrasing.  ContentVerve saw a 90% increase in Click-Through Rate when they changed from ‘you’ to ‘my’ in their email campaigns.

Use no obligation statements 

Your audience will not act if they have any perceived risk about what it is that you are asking them to do, so make sure you address these concerns before you ask them to act, introducing no obligation statements (such as ‘no need to supply card details’) help to do this.

Make it stand out

Ensure that your CTA is obvious to find.  Think about colour, white space (how much blank space there is around the CTA) and location of the CTA.  These elements have the potential to impact whether a CTA stands out.  If the CTA doesn’t stand out, your audience won’t see it and will not act.

Tell people what to do next

For an AR-based campaign, it is important to have an ‘instructional’ based CTA, we recommend a 4-step CTA that simply takes your audience through the steps of what needs to be done.  For example An AR Window game experience CTA:

  • Download
  • Play
  • Win
  • Share

Don’t leave your audience hanging, if you want them to do something else guide them through the process.  N.B. this isn’t about giving them lots of CTA options, it is about providing clear instructions on the steps needed to achieve the action that you want them to take.

Measure, test and experiment

These are all pointers to help get you started, but ultimately what works well for one company is not guaranteed to be successful for another.  The only way to know what works for you is to test and measure your CTA’s and experiment with different elements of your CTA to see what increases and decreases performance.

I hope that these tips help to get you started on planning your next call to action, but our team are always on hand to help if you need it.  Please get in touch if you would like to discuss introducing AR into your next campaign.

Read More: Top Tips for planning your next augmented reality campaign

* Source: http://pennecooutdoor.com/billboard-statistics/


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