After thousands of tests, I’ve discovered a few techniques to encourage people to subscribe, buy, or click on a link.
1.A call to action should not imply commitment
It should be light and casual, like “Go have a look and decide for yourself.”
Instead of: Subscribe and get our free newsletter (But I’m not sure I want to receive your newsletter)
Write: Give our newsletter a try. You can always unsubscribe. It’s free. Click here.
Instead of: Enrol in the course and become a programmer in 6 months.
Write: Explore the course curriculum. Learn step-by-step how you’ll become a programmer.
We’re not asking you to commit to a six-month course. We’re just inviting you to read the curriculum. It takes 5 minutes and doesn’t require any commitment. It’s like inviting someone on a date.
Instead of: Let’s have coffee and see how compatible we are for a life together.
Write: Let’s grab a coffee, chat about this and that. A café near your work, for your convenience.
In the first case, having coffee with us implies a preliminary agreement for a life together. In the second, it’s just a chat. The outcome is the same: you get acquainted.
2. The button should match the call to action
Sometimes in sales, we use buttons. They should resonate with the text above. If you wrote “become an awesome designer in our course,” the button on the email or website should say “Become a Designer”. If you wrote “read the programme,” the button should say “Read the Programme”.
If you’re inviting them to subscribe and get a guide, the button should say “Subscribe and Get the Guide”. If there’s limited space, keep the most valuable part for the person: “Get the Guide”.
3. Use conditional statements like in programming
Most programming languages can be reduced to one formula: if X, then Y.
Set conditions. If you want to increase the reach of your posts, join the Secret Hashtags Club.
If your tooth has been aching for more than a week, book a dentist appointment right now.
If your child looks like the neighbour, order our confidential DNA test. If X, then Y. (Not the chromosome)
4. Build up to the call to action
There’s a little trick where you “get someone to agree three times, and they’re more likely to agree on the fourth”. And it works!
Throughout your post or website, ask questions that have a definite “YES” as the answer. Then, at the end, place your call to action.
Something like:
Want to be happy? Yes.
Fancy being attractive? Yes.
Keen on loads of money? Yes.
You need my Desire Course. Yes.
But don’t be blunt. Weave these questions subtly into your post and site. Casually, between the lines. Your conversion rate for purchases or click-throughs will be higher.
5. Clarify what’s next
People should have an idea of what will happen after they take the action you’re requesting.
Subscribe and you’ll get a text.
Leave an application and we’ll ring you.
Give us a call, and we’ll find the perfect match.
Drop us a line, and I’ll tell you more.
Send it over, and I’ll send you something in return.
Briefly outline the next steps, so it doesn’t seem risky or unknown. Like “leave your number.” But what’s next? Will you pass it on to the tax office? Spam me? Take money from me?
The art of crafting a call to action combines all these techniques:
- Don’t imply commitment.
- Match the call-to-action element (button or hyperlink).
- Use conditional statements. If X, then Y.
- Get three agreements.
- Outline the interaction.
If you want to master this art, get more sales, and achieve your goals, try practising in the comments. Comment on this post with your call to action, using at least one technique. If you can, use all of them. I’ll do my best to provide feedback.
(This is an example of combining all the techniques)