Modern customers use their phones and tablets more than they use their laptops and desktop computers. Being aware of mobile usage trends, companies invest more and more money in mobile marketing – they strive to make the most of small-screen content for big engagement.
Call-to-actions (CTAs) are one of those tools that drive the results of marketing campaigns. Call-to-actions grab users’ attention and drive the conversion rate.
Do you want to write an effective CTA for your landing page, mobile app, or marketing email? Here are a few useful tips.
Keep it simple
Mobile marketing is all about simplicity and clarity. So please, don’t try to use sophisticated words or slang as call-to-actions. Choose the simplest words that every person can understand, especially if you target a multilingual audience.
Keep it short
The most popular mobile marketing call-to-actions include only two or three words: “shop now”, “buy now”, “learn more”, “sign up free”. So it will be wise of you to use a similar two-word call-to-actions in your practice.
However, if you believe that such short CTAs do not resonate with your target audience, you can opt for longer and more meaningful phrases. Just keep in mind that the maximum length of call-to-action shouldn’t exceed five words. Here are a few examples of four-word and five-word CTAs:
- Sign up, it’s free
- Sign in with Twitter
- Get started with ABC Premium
As we have mentioned above, you should try to use as few words as possible. You should replace wordy phrases with simpler alternatives if there is such an option. Here are a few examples of how you can shorten the phrases to use them as call-to-actions:
- You may also try => Try this
- Take a closer look => Check it out
- Sign me up now => Sign up now
Accompany call-to-actions with a clear marketing message
Basically, your call-to-action should complement your marketing message. You should talk about the benefits of using your product (benefits of signing up to your newsletters, etc.) first, and only then ask the user to complete a specific action: try it free, book now, etc.
Take a look at the following example. ZeroBounce describes the value of its product, and only after that ask the users to try this product.
In other words, you shouldn’t focus on the CTA only. You should create a compelling marketing message first, and only after that, add a designated call-to-action.
Be aware of your competitors’ marketing strategies
If you have no idea what call-to-action to use, visit your competitors’ websites and find out what call-to-actions they use. It will give you an idea of what type of CTAs work effectively in your niche. Also, it will help you understand what CTAs you should use to make your content stand out.
Depending on your findings, you can make one of the following decisions:
- To use the same CTA as your competitors
- To come up with a unique call-to-action to draw that target audience’s attention to your brand.
Choose the right font
Once you have chosen a call-to-action that matches your marketing strategy, you should think about the design of the CTA button. And the first thing you should do is to choose a suitable font. It should be not too big and not too small – it should be readable and catchy.
We highly recommend you NOT to use neon font colors for your mobile marketing CTA buttons. Most users find vibrant colors irritating, not visually appealing.
You can use white, black, dark blue, or any other shade – just make sure it has adequate contrast between text and backgrounds.
Highlight your brand personality
Your brand is a unique one, and you should use each and every opportunity to emphasize this fact. Your call-to-action button should match your brand’s color as well as the brand’s tone of voice.
If your brand’s tone of voice can be described as formal and professional, you should use a call-to-action that sounds formal and professional. For instance, you can use call-to-action “proceed to checkout” instead of “pay now”. Even though these phrases have the same meaning, users perceive them differently.
Test your ideas
You will never know for sure what specific call-to-action will resonate with your target audience. You can only make assumptions and test your ideas of which CTA will more likely resonate with your customers.
Whether you choose call-to-actions for your corporate website, landing page, blog, or marketing email, you should run A/B testing. You should create two or more CTA options and see how real users will react to them.
If you work in a highly competitive niche and have a sophisticated target audience, the chances are traditional call-to-actions will not work for you. To boost your marketing efforts, you should come up with creative CTAs – you should find very special words that your customers will find relatable.
Need help from professionals who possess high creative skills? Check reviews of Edubirdie and find creative writers who have previous experience in completing such tasks. Or visit one of the popular freelance platforms and get assistance from a freelance UX writer.
Have you been using one call-to-action for a few months or even for a few years? It’s time for you to revisit your mobile marketing strategy and check whether your current call-to-action is still relevant.
The preferences of modern users are ever-changing. So you should continuously improve and update your marketing content in general, and CTAs in particular. It will help you to ensure that your company will achieve success in the long run.
The role of effective mobile marketing call-to-action is hard to overestimate. If you choose the wrong CTA, all your marketing efforts will be wasted. But if you choose the right CTA, you will take your business to the next level.
We hope this article will help you come up with an irresistible call-to-action, so you can boost your marking efforts.
Author’s bio. Jessica Fender is a copywriter and blogger at Writeload with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.