In this Growth Engine Daily, I'd like you to think about call to actions and how you're using them, and if you're using them with the right sort of mix and context.
So, for those just getting started, call to action, CTA it's often referenced as is something where people can convert online, whether that's located on a
It's somewhere where people are going to click a button/link and take the next step.
Recently, I've been doing a number of website audits for a specific sector in the financial and professional services areas.
And whilst some sites have ‘Call to Actions’, (excluding the ‘Sign up to our Newsletter’ call to actions) because they're the lowest percentage converting CTA ever, ask yourself who wants to sign up for a newsletter, unless you've got some seriously free valuable information warming up your inbox weekly?
I found a wide range of different strategies.
What I’d like to highlight in this article are the two different types of CTA’s.
There are two key CTA types, a ‘Direct CTA’ and an ‘Indirect CTA.’
When I ask clients or prospects why they don't have direct or indirect CTA's on their sites, they sometimes look puzzled, asking what is the difference?
This article explains it a little bit more and gives you an idea so you can go back to your website and look at the key pages and assess your own position.
I'm not talking about the contact us page, although that will have a form on there of some description.
I'm talking about your homepage, I'm talking about your key service pages and your key landing pages.
A direct CTA is something where when clicked it gets people to take a ‘bottom of funnel’ action.
So, it could be something like
That is a direct CTA, it's directly impacting ... this is my analogy, by the way, directly impacting revenue or the actions they take towards becoming a customer at the lower end of the funnel/sales process.
An indirect CTA is where a lot of people either haven't associated it as taking the final action, maybe they don't understand it, or just have never come across it before, or even thought it was relevant.
It is where they're not quite ready to go all-in and become a customer or make that purchase, but they may need more information.
So, that could be an action where they click to
So, it's where they're moving from point A to point B in their buying journey.
So from ‘Awareness Stage’ to ‘Consideration Stage’,
Or if they're in the consideration stage already, they may be seeking further information.
A typical example of that, the prospect may have downloaded a lead magnet already, like an ebook, then when they're further in the consideration stage as a result.
To follow the lead magnet they click to access more information like:
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