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Call to Action Series: Wording

Call to Action Series: Wording

Following on from my previous post about colour, I am now going to look into a different aspect of the call to action spectrum: wording.

As I have researched the different areas of CTA’s I have started to realise that different aspects of the call to action will hold a greater significance to results for different companies. In this post I will start to look into that side and hopefully give you some ideas about which sections maybe more of a priority for your emails.

So let’s start at the beginning. To cover the basics of wording in call to actions, your call to action should include at least one of the following:

It should tell them what to do
it should entice them to do it or let them know what they’ll get from clicking on it
It should let them know where they’ll be going from clicking on the link

So let’s go through some case studies to see how they’ve used these relues to increase the success of their campaigns.

UPC carried out a multivariate test on both colour and wording of their call to action.  On the wording call to action they saw over a 30% difference in their Click Through Rate depending on what was used.

The lowest CTA result was “order now” whilst the highest was “my personal subscription scan”.  You can see that by showing you exactly where they’ll be going increased the recipients willingness to click through.  I’d also say that using terminology such as “order now” can seem very final for someone on an email and it looks very likely that these subscribers weren’t ready to commit to purchasing but were interested in learning more.

If we just step back from concentrating on CTA optimisation for a moment, these results can also assist in aspects beyond the CTA wording in your email.  If these results are consistent, you could make an educated assumption that your potential customers are more inclined to read into the product/service prior to purchasing, meaning that you could potentially shape your online presence based on this.

Obox on the other hand, saw a 200% increase in sales by just changing the wording of their call to action from “visit our theme shop” to “see options and pricing”.

Once again, this has gone down the non-command route and instead enticed the recipient to look further into the offer and fuelled their interest.

On the visual website optimizer site, we get to see an example of all three of the basic points together.

Just by adding “it’s free” onto the already existing call to action, they saw an 18.6% increase in conversion rates.

Despite the results I have shown you above from descriptive call to actions, short call to actions have their place as well; long worded CTA’s can sometimes distract from the “actual” call to action.

These smaller buttons I tend to find aren’t the main call to action and are normally found in the purely sales emails.  In these emails, the CTA’s are usually the price or the visual product themselves.  The call to action button is actually just a point of call or a prompt for the recipient to click on opposed to being the persuader.

An example of this is with the Norwegian DHL site saw a 108% improvement on their landing page just by changing one aspect of their site; the person holding the 30% off sign.

In these instances, I think other aspects of the call to action spectrum would play a bigger part as you are looking at subliminal aspects such as colour/size/shape/placement of the CTA opposed to wording.

I hope this second instalment has given you some further factors to test in your campaign and if you have seen results improve from call to action testing, I’d love to hear it.