Call To Action Traction – Tell Them Why To Buy
Far too many PPC Management agency account managers seem to focus on the keywords they target in AdWords yet give very little thought to maximising conversion once they have driven visitors to the landing page.
An excessive amount of AdWords PPC campaigns tend to target the index page never mind a bespoke landing page, of those that do target a custom landing page most fail to spend any time on the call to action; Usually defaulting to “Buy Now” or “Add To Cart” button.
No matter what you write on your page, or what images you use, invariably you’ll be asking the user (whom you’ve paid Google AdWords for handsomely) to commit and carry out your desired action by clicking a button or hyperlinked text. You will be looking for a Lead or Sale so you will be asking them to get in touch or enter their details and download something or buy from you yet people respond to different ways of being asked/told what to do and you should test many options.
One early test we ran years back in AdWords adcopy was to change “fast” to “instant” download, it boosted sales by around 30% overnight, one little world made tens of thousands of pounds in profit per year.
Rather than asking for too much commitment try alternitives and monitor the conversion ratio :
The Green buttons still ask for an action, but with less “spend money” or “Do as we tell you” directive. You should also try benefit orientated call to actions;
The most important thing is to test call to actions, think about what you are asking your visitors to do and how you would react, then ask colleagues and friends what they think, don’t be scared to even try a sentence rather than a short button, the worst thing that can happen is that you discover that your existing call to actions rock and no improvement can be made but this is quite rare straight out of the box!
We can recommend the book ‘Words That Sell‘ by Rick Bayan. Excellent for AdWords adcopy as well as writing call to actions for on-site conversion testing.
