It’s important to guide your consumers through the buying process by using effective call to actions. Think about all the times you’ve subscribed to a list, downloaded something, or visited a website. Each click is likely a result of an effective call to action.
So, what does CTA mean in marketing?
The goal of a marketing campaign is to lead consumers to purchase. However, each campaign may have a different action they want their audience to carry out. Here are a few types of CTA’s your brand may use:
- Sign Up
- Get Started
- Subscribe
- Download
- Try for FREE
- Learn More
- Join Us
- Contact Us
- Visit the Website
- Like/Share
- Watch our Video
Return on Investment (ROI) + CTAs:
By using CTAs you have a measurement to compare with your efforts to see if you’re reaching your goals and are able to adjust accordingly. So, for example, if you’re asking people to sign up for an e-newsletter, you can see how many people click through and how many actually complete the action of signing up. You can also compare with industry benchmarks, past campaigns, or general goals to see if you’re achieving what you want with your marketing efforts to do.
Below are just a few examples of how we have used CTAs successfully for our clients:
- DeliAnytime “Subscribe” Campaign
Through a variety of strategic initiatives including Facebook, Pinterest, and Google SEM, we drove traffic to several custom landing pages based on matching up consumers’ interests with DeliAnytime’s messages. We aimed at chicken recipes, party foods, and quick and easy dinners, knowing that’s what our shoppers engaged with the most and searched for online.
Once we honed in on the tactics that worked best, we added an incentive for shoppers to boost participation – sign ups that gave them immediate information on the top recipes from our arsenal. We also conducted a variety of A/B testing to ensure everything was in sync – from placement of sign up buttons to images and recipes featured on the site, we tested out everything to garner the most results.
The results:
Over six months, we increased the sign-ups for DeliAnytime e-newsletters by 60,000 consumers with average open rates of 24%, above the predicted 20% rate for the category. We also tripled traffic to the website.
- ProFed “Join Us” campaign
Our partners at ProFed Credit Union were aiming to get the word out about what they uniquely have to offer members. Enter, the Join Us campaign. With a variety of tactics for reaching potential new members, one of the critical digital pieces was the SEM strategy. Accounting for 95% of the traffic to the program landing page, the search and display ads proved to be a winner for the Join Us program.
The results:
- Shattered industry benchmarks* of 2.65% CTR for search and .33% CTR for display with 9.31% and .77% CTR for search and display respectively
- Significant outpacing of estimated CPC also with industry benchmarks at $3.72 for search and $0.72 for display; ProFed’s campaign came in at only $0.32 investment per click on search and $0.56 for display ads
Contact us today to see how we can help your brand use CTAs successfully for your next marketing campaign.
