{"id":5134,"date":"2021-05-28T12:14:53","date_gmt":"2021-05-28T12:14:53","guid":{"rendered":"https:\/\/hbp.com\/?p=5134"},"modified":"2021-05-28T12:14:53","modified_gmt":"2021-05-28T12:14:53","slug":"the-call-to-action-it-matters","status":"publish","type":"post","link":"http:\/\/34.94.80.94\/?p=5134","title":{"rendered":"The Call to Action: It Matters"},"content":{"rendered":"

Did you know that simple changes to your call to action (CTA) can have a considerable impact on how much revenue you generate from your campaign? Whether it\u2019s direct mail or email, here are three ways to increase the chances that buyers will respond to your offer.<\/p>\n

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  1. Make it specific.<\/strong> Although there are exceptions, the clearer and closely tied your CTA is to the offer, the better. If you are offering \u201cbuy one, get one free\u201d pizzas, for example, \u201cBuy Now!<\/u>\u201d will be less effective than \u201cGet My FREE Pizza Now!<\/u>\u201d<\/li>\n
  2. Keep it simple.<\/strong> Especially when your product is more complex, it\u2019s important to simplify. When one financial services firm wanted to sell consolidation loans, for example, its offer and call to action were,<\/li>\n<\/ol>\n

    Complete a free online budget analysis to help us understand your unique situation.<\/p>\n

    Get started now<\/u>.<\/p>\n

    For many people, however, that offer and CTA combination is way <\/em>too complicated. Budget analysis? Get started? It\u2019s overwhelming. But when the company changed its CTA to \u201cEstimate my monthly payment<\/u>,\u201d it saw a 125% increase in conversion (source: MECLabs).<\/p>\n

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    1. Get the sequence right.<\/strong> Don\u2019t assume that people are farther along in the process than they are. If you spring the CTA too soon, you may lose them.<\/li>\n<\/ol>\n

      Say a couple wants to buy a home. The realtor doesn\u2019t walk up to them on day one, before they\u2019ve even started looking at houses, and say, \u201cHere\u2019s your new house. Do you want the 30-year or a 20-year mortgage?\u201d The realtor first has to build trust, show them the options, and give them enough information to select the right home for them.<\/p>\n

      The simpler the offer and the less complex the product, the earlier you can put forth the CTA. If the product is takeout, you can put it right on the front of the flyer. If it\u2019s more complex, such as a summer cruise, you might want to save it for page two or three of a glossy, four-color brochure.<\/p>\n

      Does this spark some ideas about changes you can make to your CTAs to generate more revenue? If so, great! But don\u2019t just wing it\u2014let us help. Let\u2019s test some of your ideas in your next direct mail or email campaign and see what gets the most traction.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Did you know that simple changes to your call to action (CTA) can have a considerable impact on how much revenue you generate from your campaign? Whether it\u2019s direct mail or email, here are three ways to increase the chances that buyers will respond to your offer. Make it specific. Although there are exceptions, the […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-5134","post","type-post","status-publish","format-standard","hentry","category-blog"],"_links":{"self":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/5134","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5134"}],"version-history":[{"count":0,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/5134\/revisions"}],"wp:attachment":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5134"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}