How to Create a High Reponse Call to Action
By Stephen Bucaro
Every online marketer has a different idea about what the parts of a good landing
page should be, but everyone agrees that it should close with a strong call to action.
A call to action compels the visitor to perform a specific task such as fill out
a web form to purchase something or subscribe to an email mailing list.
A great call to action has several layers. The first layer describes the benefits
provided by the product or service. The next layer describes bonuses that will
be received if the visitor takes action. The next layer removes any risk to taking
action by providing a guarantee. The next layer provides a scarcity or urgency message
telling the visitor why they must buy now. The final layer is the actual call to
action with the form to fill out and the button to click.
Studies have shown that an unconditional money back guarantee greatly increases the
number of responses to a landing page.
"If not completely satisfied with this product your entire payment will be returned
within 30 days no questions asked."
Many marketers leave out or make a much less powerful guantee fearing that they
will be taken advantage. But studies show a complete unconditional money back guarantee
increases sales way more than any returns that result from it.
Next a great call to action provides a scarcity or urgency message. Telling the
visitor what they will lose by not buying right this minute. It might be limited
inventory, a limited time or one-time offer.
A good trick that greatly increases reponse is to toss in another bonus just before
the final call to action. Just before the form to fill out, maybe even between the
form and the submit button. And if you can throw in several bonuses here, you'll get
an even bigger response. These extra bonuses give the visitor the little extra
nudge they need to click on the "buy" button.
Limit the number of actions the visitor needs to perform. You don't want to confuse
the visitor at this point. Don't place any links or any other buttons near the
"buy" button". Don't give the visitor any other choices at this point. Do provide
a clear instruction "Click the button below right now".
The only distraction you might place near the "buy" button is a clear statement of
what the result of clicking on the button will be, and maybe a reiteration of the
complete guarantee. This eliminates any last minute confusion.
Online marketer have different ideas about what a landing page message should
contain. But one thing they all agree on is that it must have a strong call to action
at the end. Using the tips provided in this article will greatly increase your landing