You’ve got that blog. You’ve got that beautiful lead magnet. Or you’ve got some offer that they could buy. If only more people knew about it!
You’ve worked hard on creating your newest masterpiece. Your email list builder and lead magnet are in place and ready to convert visitors to subscribers. Problem is, your site visitors aren’t doing much for you right now.
Am I right?
You need more traffic, more awareness. Well, that’s only part of the answer.
Identifying The Real Problem
As a member of Wealthy Affiliate, I talk to other bloggers who are getting 1000+ monthly visitors through WA’s 24/7 online chat. I talk to experts and novices daily. A big topic is how to generate more traffic.
There may be another issue at play here that we are overlooking. The solution may lie not just in generating more traffic but in enticing your existing visitors to take ACTION.
The problem also lies in the fact that your current audience isn’t taking any action.
- They are not sharing your posts.
- They are not opting in to grab your lead magnet.
- They are not clicking on your affiliate links.
- They are not buying.
So the real question is why not?
Maybe the answer lies more in how to get your site visitors to actually take some type of action. You need to define the moment of choice between inaction and action.
A call to action or CTA is a pretty well-known term in the marketing world. It tells your audience what to do and when. CTA is often presented as a button to subscribe to something or purchase something. Such as “Buy Now!”.
Call To Action Words
CTA can evoke enthusiasm with your audience to act quickly such as “buy one and get the second one free”. In this way, you’re offering a two for one deal. Who doesn’t like that? Make your audience feel lucky or special.
- Buy Now, Act Now, Order Today
- Download Now, Featured, Exclusive
- Find Out How, Get Your Copy Today, Instant Access
For example, you could say, “download our exclusive e-book now” or “become a member and gain instant access…”. Your website readers are looking for the “magic pill” that will solve their problems. Therefore, offer them something “unique” and “exclusive” they won’t find elsewhere.
You can also utilize scarcity or FOMO (fear of missing out) such as in “for a limited time only!”. When people believe this offer won’t come again, they are more likely to act quickly provided they are convinced of the value of your products. Some examples of this are:
- Grab Yours Now While Supplies Last
- Shop Today! Sale Ends Sunday
- Be Transparent With Your Prices
Where To Include CTAs
Call to actions come in many different forms. They could be a simple link placed strategically within in your content or they could be placed in pop-ups, scroll boxes that come in from the right or left of the page, headers, footers, landing pages, emails, vides, webinar sign-ups, etc.
Use a variety of methods throughout your site and its content. When writing a blog, limit your CTAs to one per every 500 words so as not to overwhelm the reader.
Again, try switching things up like using a simple link in a paragraph and then further down using an opt-in form with an image. Both of them lead the reader to subscribe.
People don’t always respond to the same things. Those who are more visual by nature are more likely to respond to a link with an image than those who are more analytical.
You could use an opt-in form like the one below, giving readers just two choices. Alberta University used this approach to grow their email subscriber list 500%.
Build Landing Pages
Every person visiting your website is looking for something different whether that be new ideas, solutions or strategies. The more individual and personalized landing pages you can create, the wider your appeal will be.
Think of a Chinese restaurant. They are catering to a specific set of people, namely those who like Chinese food. So, like a Chinese restaurant, the more you can offer your site visitors to choose from, the better.
Make sure your landing pages address a specific need and link it to highly relevant posts only.
Transparency Builds Trust
Most of us today are pretty cynical. Nothing gets me doubting more quickly than when they don’t mention the price. Oftentimes, marketers feel they have to hide the price until after you’ve taken action. When I see this, after scrolling down the page looking for the price tag, it’s an instant red flag in my mind.
Make sure your ads clearly display the pricing. This will help weed out the “just curious” from those who were not dissuaded by your price and are genuinely interested in your product.
Be upfront with your pricing AFTER you’ve justified its value to the audience. Give them pricing options such as a high, low and something in the middle.
Limit Their Choices
Oftentimes we think that the more products we offer the better the chances of a sale, but that’s not actually true. According to Barry Schwartz author of The Paradox of Choice, it has the opposite effect. Too many choices can often make people feel overwhelmed and unsure which leads to not making a choice at all and walking away.
Instead, Schwartz suggests that paring down to just three clear choices actually increases the likelihood that a choice will be made.
There’s a method to put these three options together:
- Make the first option a “no brainer” at minimal cost so they can try what you have to offer.
- The second option should be super-deluxe with all the bells and whistles and at a premium price.
- Lastly, the third option should be priced somewhere in the middle of the other two.
Remember “Show & Tell” when you were in school? Well, the same concept can be applied to your business, right? Show them how their lives will improve with your product/service and tell them what to do next.
Then show them another aspect of your product and how that will also improve get them closer to their goals. Then tell them what to do. The best landing pages use this exact strategy over and over.
This strategy can be very effective but will require the following:
- That you know your customer’s goals and can speak to that directly
- That you have a keen awareness of the challenges your customers face.
- That you have a good understanding of what they really need vs what they want.
It’s important to you clearly lay out what your product/service can do for them and how their challenges are met, their goals achieved and ultimately their lives improved. Aim to build a clear picture in the mind of your customer of them actually using your product. Try to make it as detailed as possible.
Appeal To Their Identity
How does your perfect customer self identify? People take action with it conforms to their own self-image or role as a mother, father, doctor, mechanic, community activist, etc. So speak to that image directly such as…
“As local residents who love this community and want to see our young families flourishing here, you’ll want to donate to the refurbishment of this playground.”
There are other methods you can employ such as:
Social Proof – When something new comes on the scene few of us want to be the first to try it. Instead, we look for reviews from others who have tried it before us. Testimonials may help in that regard but only if you actually have them. Do not ever pay for a testimonial.
Offer A Bonus – Bonuses can often sway someone who is on the fence. So always make sure to offer one, two or three enticing bonuses with purchase.
Clear Instructions – Make sure there’s no confusion on what to do next. Give simple, clear instructions and tell them what will happen next.
Give Them Just A Taste – Oftentimes people aren’t fully ready to commit but will respond to a “taste” of what you have to offer. We see this strategy used all the time.
- When you have to provide an email address to get that free e-book or sign on to a free e-course.
- Giving away a free course and then recommending an e-book purchase that will help them even further.
Wrapping It Up
In light of what we’ve just covered here today, take some time to look over your own site with a more objective view. Can you clearly identify the CTAs? Are you making a strong enough case for your product/service based on the customer’s needs and wants? There’s always room for improvement. Leave a question or comment below.
Your Two Cents
Which one of these strategies are you not utilizing enough of? Share your struggles and successes here.