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Landing page call to action words – are you telling your prospects exactly what you want them to do?

January 17th 2011

Max Clark

Max Clark is one of the 'founding three' and also Client Services Director at Marketecture. She is a Member of the Chartered Institute of Marketing (MCIM) and a Member of the Institute of Direct Marketing (MIDM) and has too many years B2B marketing experience to add up and the grey hairs to prove it! Lover of all things brand and obsessed by 2 and 3.0, data, emerging technologies and best practice, Max is keen to spread some serious b2b fun and to hear from likeminded marketing geek bloggers.

So, you’ve invested a fair chunk of your campaign budget in data harnessing, message honing, killer concept development and award winning design to attract those prospects you want on-board. But at the exact point of conversion are your prospects doing exactly what you want them to do? Are they signing up to your e-newsletter or event, downloading your whitepaper or Slideshare, booking out that all important meeting by opting in, or clicking on your page links?

With marketing spend being ever more focused on demonstrating tangible ROI on each and every line item, the power of the call to action – those magic few words that take interest to conversion - is fairly fundamental isn’t it?
But how often do we over complicate things, rather than just asking people to do what we want them to do? I reference the usability guru, Jared Spool in stating that apparently “When visitors find powerful action words on a landing page, they are successful at completing their task 72% of the time; if the action word isn’t on the page, they are only successful 6% of the time.” Wow – if this stat is based on scientific evidence then we should all take note!

Awakened by this statement, I trawled the web to pull together a list of 20 phrases recommended by an amalgam of renowned web copy and usability experts as powerful calls to action. The general advice I found, was to keep it simple, tell your prospects what you want then to do, how to do it and tell them to do it immediately.

Not really rocket science, but here goes…

1. Starting with the obvious (but it works) ‘Click here’.
2. Download now
3. Try it for free
4. Start your FREE trial now
5. Sign up immediately
6. Join now!
7. Talk to an expert right now
8. Just hit reply and we’ll email you the details
9. Learn more about us at ABC.com
10. Why not give us a call right now to find out more?
11. For a short time only
12. Offer expires [date]
13. Get it now!
14. Request your free [offer] today
15. Money back guarantee
16. Free shipping
17. Limited availability
18. Order now and receive a free gift
19. Request a FREE quote today!
20. Act quickly

Feel free to comment with any phrases you have found to work well in your b2b marketing. In fact, click here, tell me now, learn more about us at www.marketecture.co.uk, for a short time only, you can talk to an expert, for a full money back guarantee – get it now!

Oops beware the art of overkill - quod erat demostrandum!