If you want to increase your conversion rates, and ultimately your ROI, you know the importance of message matching and building trust within your landing experiences. You’ll also want to make sure your respondents are presented with a compelling call-to-action.

No element of your post-click experience is trivial, but it’s absolutely necessary that your respondents have a clear and defined call-to-action. Your CTA, after all, is the objective of your landing experience. The goals of post-click experiences vary, but there are a few hallmarks of effective CTAs.

Your strategy, design and copy amp up your respondent to take action. An effectual CTA will be the cohesive next step for the respondent to take. Don’t confuse your respondent with too many actions they can take. Keep it simple! A strong CTA tells the respondent what to do, why they should and when to do it.

What?

Now is not the time to be subtle. Make it easy for your respondents to understand exactly what they need to do. Simply requesting a respondent to fill out a form isn’t going to cut it, either.  

Why?

Let respondents know if they take action, they’ll get what they want. For example, let’s say you’re offering your respondents a white paper. Let them know in your CTA they should fill out your form so they can get their hands on the white paper.

When?

Encourage your respondents to act now, and if there’s a deadline tell them. If they drop off your post-click experience, they may never be back (or return too late). Let’s return to the white paper offer as an example. It’s also a good idea to let the respondent know when they can expect to receive the white paper after filling out your form. (HINT: Immediately is always good!)

Once your CTA clearly addresses what, why and when, be sure it’s positioned well on the page. Don’t hide your CTA in your copy or on the very bottom of your page. Not all respondents are going to read and explore your entire page no matter how engaging it is, so make the CTA easily accessible for everyone who visits your post-click experience.   

Follow these tips to help craft a powerful CTA, and increase your conversion rates!