An excellent way to bring a visitor from point A to point B of your site is to use Call to Action. But how to use them effectively? Let’s take a look at this article.
The other day I was showing you how to create a Lead Magnet to convert lambda visitors into prospects and potential future customers.
But it is still necessary to know how to use it in the right way in order to maximize its acquisition potential.
It would be a shame to create a super lead magnet with a lot of content so that in the end, few people will benefit from it!
For this reason, today we will see how to create and use the famous Call to Action to motivate your readers to do a certain action.
What is a Call to Action?
I want to remind you of this because in the world of blogging – and more generally of digital marketing – it’s a term that you absolutely have to know.
Often they are given the abbreviation CTA, which stands for Call to Action. This English expression literally translates as Call to Action.
It is therefore an element that is there to incite your visitors to do a certain action.
This can be for example :
- Click on a button
- Fill out a form
- Leave your e-mail address
- Discover products
- Buy a training course
Actions can be very diverse. The CTAs are therefore to be adapted according to your activity, your offer and, of course, the people you target.
So it’s not just a text element, it can also be audio like in a YouTube video where you are encouraged to subscribe to the channel.
Where to use a Call to Action?
Good question because everything is strategy. We can imagine several scenarios in which your call to action could be used to sell a product, redirect to a landing page or exchange an e-mail for a gift.
For an e-commerce site, the placement of a CTA can be done on the product pages first of all, on the home page, but also on the blog articles.
Generally speaking, CTAs are found on the sites, but be aware that they are not necessarily their place!
On social networks it is common to see publications inciting people to take action:
- “Click on the organic link on Instagram ;
- “Discover my trainings in the description on YouTube ;
- “Read more on Facebook.
In this article, we’re going to talk about calls to action that can be integrated in a blog article, because it’s this medium that I master the most.
Let’s start with 3 examples that I use and that work. You will even be able to see the exact percentage of conversion with one of the solutions that I will propose you.
Create a call to action in 3 examples
The simplest: The button
Often, bloggers simply put one or more buttons in their posts to redirect readers to a specific page.
There’s a reason: it works!
The buttons stand out visually from the rest of the content. In the middle of a paragraph or above a title, the eye is immediately attracted:
And if the message is engaging, the impact will be even better!
A classic: The window
I call this CTA model the window if I can’t find another more appropriate name. In any case, this way of prompting visitors to take a specific action is extremely effective.
This is an element that also stands out from the rest of the article.
Usually, it is composed of 3 elements: a title, a short engaging sentence and a button. Here is an example on the WPMarmite website:
As a bonus, there is even a small logo.
It is a technique that should not be spammed because in the long run, it could make reading an article unpleasant. Personally, I put a maximum of 1 article every 500 words.
On average, I therefore have 2 per article, because those I write are mostly between 1000 and 1500 words.
The last one: The lead magnet
Yes I mentioned it in introduction, lead magnets are ideal to get the email of a reader while offering him a bonus, like an ebook, which will help him in his business.
Maybe you’ve already implemented this kind of strategy with a popup? But why not directly integrate a module within an article?
This is an even more efficient method in terms of conversion rates, the model I use converts up to 10.35%. This means that 1 out of 10 readers enter their email to enjoy the gift.
There are three good reasons why it is so effective:
- The integration is complete, it does not hinder the reading of the article ;
- No need to change or reload the page, you enter the email and it’s validated;
- You can send a highly targeted message because you decide where to position them.
Now let’s see what it looks like:
A title, a short message and the form to fill in – also very simple. The reader puts his email and the bonus is sent directly to his mailbox.
He can then continue to read on without any problem!
How do I create a CTA in WordPress?
There are many ways to integrate CTAs into your pages and articles. If you are using WordPress, it is much easier with all the plugins that exist.
Using native functions
But before going through an external application, why not take a look at what WordPress has to offer.
With its new editor – Gutenberg – we have at our disposal different blocks to insert in the publications.
Of course, there is a Buttons block and this is the one we are interested in. Thanks to it, you can create buttons easily by choosing your own color and also your own text.
No need to touch the code to integrate a nice little Call to Action that works at all costs.
The Calls to Action plugin
This plugin edited by Inbound Now is very efficient. This is the one I use to integrate most of my CTAs.
In fact, it allows you to create simple window-type boxes in which you can insert your personalized message. It comes in this form:
Depending on what you want to do, you can use pre-designed templates or design your own. This free plugin also integrates an A/B test system but it doesn’t work very well, it’s true…
We have to be content with that.
I’ve already talked about the Ninja Popups plugin on this blog because I use it every day and it’s really great.
In addition, developers offer a paid – but really cheap – extension dedicated to widgets. Thanks to a shortcode, you can ask your readers for their email anywhere on your pages!
In addition, you have at your disposal the number of prints, conversions and therefore the conversion rate:
I invite you to have a closer look at the article about it because it’s really a great plugin.
We’re coming to the last plugin I want to introduce you to. It is Shortcodes Ultimate. A WordPress extension which is a bit like the Swiss army knife of the editor as you will see.
It comes in a compilation of shortcodes to create an accordion system, custom lists, tooltips to QR Code.
That said, one can also integrate an area to be used as a CTA:
The plugin is free and easy to use.
It’s up to you!
We are now coming to the end of this article. As you have seen, there is no one way to use and create CTAs to promote products and services.
The choice remains wide and the best thing to do is to test for your activity those that work best.
For my part, I use the 3 types of Call to Action that I presented to you and it works really well.
If you have your own tips, don’t hesitate to comment. I will also be happy to find out what you think. Happy blogging!