Sometimes, the ‘click here’ or ‘sign up’ buttons just don’t get the job done. A CTA – call to action – is crucial to making your ads engaging, but many people find they aren’t getting the conversions they need from them. To help, we’ve compiled the five best practices for boosting CTA engagement.
Urgency
People love exclusivity, and by playing on this notion, you can entice more people with your CTAs. Implying scarcity or a sense of urgency in an offer will prevent procrastination and encourage readers to take action. ‘Register before everyone else’ adds some competitiveness to the CTA, playing on two impulsive emotions at once, while ‘now’ and ‘today’ provide some simple engagement choices.
Accessibility
It’s estimated that a quarter of people in the UK have a disability, and therefore catering your content to fit everyone’s needs is highly important. Brief, succinct writing that clearly indicates where the CTA takes them – ‘click to read our latest blog’ instead of ‘click here’ – will help everyone engage with your ads.
Animation
Adding some visual variety to your ads allows for more engaging content, and not just in terms of bright and loud videos. Simple animations like a colour change when you hover over the button can make all the difference – but keep in mind that colour blindness is one of the disabilities contributing to our earlier stat!
It’s easy to go overboard or find yourself confused by this, so we’d recommend engaging an HTML banner ads expert, such as The Bannermen.
Action
It’s subtle in text but drastic in results when you note the difference between ‘receive our newsletter’ and ‘sign up to read more on our newsletter’. The active vs passive voice makes a huge difference in how people engage with your content.
Colour
We don’t just mean dumping every hue on the colour palette into your posts – sometimes the absence of colour can make small uses of it all the more pronounced. Try experimenting with monochrome backgrounds while adding splashes of vibrancy to your CTAs.