The days of business owners simply putting “Buy Now” buttons on their website are over, nowadays you have an entire audience that is more Internet savvy, more educated and that grown used to all forms of sales banter and their BS meters are up to full power. In order to get people from reading to buying, you’re going to have to understand what makes them click on your call to action buttons. This means you’re going to need to study your target audience, much more and deeper than ever before, and then armed with information you could try:
Capture Their Attention with Headlines
Before anyone clicks a buy now button, they’re going to have to click through to read your sales copy. The headline is arguably the most important aspect of your copywriting efforts because this is generally what captures people attention and makes them want to click through. Without clicks here, you will not get clicks elsewhere. What kind of headlines work best for your audience? The only way to know is to test different headlines to find out what works and the best way to test is with A/B Split Testing.
Target Your Content to Your Target Audience
You can’t please everyone that visits your website, nor should you try because you should already know the specific niche you are aiming to engage. But, did you know that you should write copy based on who are the active participants in your target audience pool? If you write your copy directly to them, so that it speaks directly to them your call to action click through rates will go up.
If you can show your target audience that your product saves them time in some way, they’re more likely to want to click. But, is your audience interested in saving time? Do you actually know?
Another click trigger is the idea of saving money. Do you know if your audience is interested in saving money? Don’t assume that they are. Know by testing and asking.
If near your “Get my free trial” button you place some extra words like “You will learn how to read 20 percent faster,” that is adding a click trigger that will encourage them to click and I have been reading recently that this can and should be incorporated within the button text if possible.
Next to your buy buttons you should also make a guarantee such as “No Risk Money Back”. People like it if they have no risk and can try something out without worry.
Provide them with a fact near the buy button, such as: “Used by over 10,000 successful entrepreneurs.” Then watch the clicks go up.
Larger Buttons With Call to Action Triggers
If you’re not getting the clicks you want, try making larger buttons. The good thing about larger buttons is that you can stop putting “buy now” on your buttons and spell out what they will get, as I said earlier buy now buttons aren’t always the best.
It’s about Them Not You
Stop using the words “us, “we” and “I” in your copy. Stick with using the word “you” and making it about them, and you’ll get more response, websites should be all about customers now and not about the businesses and the business owners’ ego.
To find out what works best for your particular audience, do A/B Split Testing and even A/B/C Split Testing to find out what makes them click. Utilize heat-maps, eye tracks and scroll maps … there are some amazing tools out there nowadays that company like FX Digital use for their clients. Because once you learn what gets your audience active, you’ll know exactly what click triggers to use to make them click your call to action links and if you read some of our other articles you can combine this with content that generates better clicks, etc… giving you a comprehensive marketing plan with much greater conversion rates.