CTAs are All Around Us.
I like to think that the origins of the Call to Action (CTA) are as old as commerce itself. They came into existence the very first time someone said the words “Buy this!”. And, perhaps, the birth of marketing was the moment that someone debated if “Buy this now!” might work better.
Flights of fancy aside, the CTA is one of the most important aspects of digital marketing and finding the right one is a critical component of any successful product sale, enrollment, or customer conversion. Despite this, I see that many insurance and benefits companies struggle to find the right CTA that, one that not only fits their product but the coordinating stage of the buyer’s journey. This is why we created, and will continue to update, this CTA database tool.
By the way, if you don’t want to read all of this just click HERE to get to the calculator.
We see and hear hundreds of CTAs in a single day, and, like most environmental constants, we develop an ability to ignore them which makes finding the right one at the right time all the more important.
Why do CTAs matter?
Quite simply, CTAs tell your prospect or customer what to do.
The harsh truth is that social animals tend to be lazy. We gravitate to groups to make things easier and more secure, but also to conserve the energy we need to live our daily lives. This means that we have a natural tendency to avoid things that cause fatigue and, in this case, specifically Decision Fatigue.
Every decision every person makes over the course of a period of time uses some part of our brain space and energy, and too many decisions can lead to a decline in our decision-making abilities. As marketers, it is our job to make decisions easier. We educate, we inform, we instruct, and CTAs are a very easy, very specific, way to make decisions simpler. Customers are like water, they like the path of least resistance and CTAs are a big, glaring sign that says, “Go This Way”.
As a side note, addressing Decision Fatigue is also a key trait of successful insurance and voluntary benefit providers and excellent sales and enrollment results, but we’ll talk about that at another time.
In summary, CTAs give your customers and prospects instructions which take away the complex thought process. They say “Click Here” so the customer knows what to do, but it is our job to use them appropriately.
Funnel Appropriate Strengths
Not all CTAs are created equal and, more importantly, they are not all appropriate all the time.
You have to find the right CTA. The one that fits all the following standards:
Your brand and tone.
If your product is very serious and soft spoken “BUY THIS NOW!” is going to feel off for your users and visitors. Make sure you are using a voice, dialectic, and font that fits your brand and the message you are trying to convey. People don’t like cognitive dissonance, even subconsciously, so brand consistency is critical
Match the demand strength to the value.
Just like with the tone of your CTA it is absolutely critical to match your instructions to the value you are providing. More aggressive CTAs should be saved for high value offerings. For example, if you are asking someone to sign up to your free newsletter you are essentially asking them to give you their contact info in exchange for content. This is really a one-to-one value exchange so CTAs like “Start Changing Your Life” are really not appropriate.
Stay aware of the funnel.
The funnel is marketing speak for the Customer’s Journey. To summarize it in a few sentences, you have ToFU or Top of Funnel (100% of the prospect universe), these are the people who don’t know about your product but may want to become aware of it. Then we have MoFU or Middle of the Funnel (normally 10-70% of the prospect universe) which represents people who are starting to figure out that they have a problem your product or solution can solve. Finally, we have BoFU or Bottom of Funnel (2-10% of the prospect universe) which encompasses the people who are actually ready to buy something from you.
Every buyer makes the journey down the funnel. Some might complete the journey faster than others, and there may be stages you don’t have vision into, but they all make the journey.
The funnel is critical in determining the best CTA. The instructions need to match the stage the user is in. So, someone reading a blog that talks about a problem that affects 100% of the prospect universe, and not your specific solution, shouldn’t be asked to “Buy it Now”. Conversely, someone who is ready to buy shouldn’t see CTAs that ask them to “Learn More”. All of this means that you need CTAs that support the entire funnel and the highest converting enrollment sites have CTAs that address every stage of the journey.
Finally, the calculator.
To use this CTA calculator:
1. Enter the Level of the Funnel you’d like to address.
2. Enter the Strength of the CTA
3. Enter the Application you are addressing.
4. Press search
5. If you don’t get results, try again. For example, there aren’t a lot of low strength CTAs at the Bottom of the Funnel…
Thanks for sticking with me all the way through this explanation of CTAs. I hope this tool gives you some good results. As I mentioned earlier, we will be updating this tool so if there is something you’d like to see added, shoot us a message.
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