2.15.13

Call to action!!

Why they Work

A great call to action works when: It clearly triggers an emotional reaction (I must

have that, need it, want it, etc…).

It clearly tells someone how to make a purchase (click right here to purchase).

It creates some urgency to purchase immediately (offer ends at midnight tonight! Buy now!).

It provides incentives or added details that make it impossible to refuse (free shipping!).

Types of call to actionsBuy now!

Limited time offer!

Click Here

Act Fast!

Register here!

But wait, there’s more…

Don’t delay!

The GoalTurn Visitors into Buyers

How Can I Apply this to ICS?Home page- not the main selling page

Clearly Point visitors to (sharepoint) Sales Pages Clearly mark how to get there

Use buttons

Examples

Cloudconsulting.com

HOME PAGEShould have at least 3 different CTA’s to target

different personas and types of visitors

1 should attract early stage customers

1 appeals to mid

& 1 appeals to those who have already decided to purchases aka late sales cycle

Every PageEvery page should help customers understand

what they should do next

Therefor every page should have a CTA

Blog

Email Marketing

Microsoft Example

How to measure CTA Effectiveness

Measuring Calls to Action

Measuring Calls to Action

Where NOT to use CTA’s

3 proven marketing strategies1. Create sense of urgency

1. Limited time offer

2. Create a tease1. Illustrate how the product will improve your life

without giving it all away immediately

3. Create something new1. Offer something new and free?

• marketing still remains a discipline devoted to delivering the right message to the right person at the right time.