A recent article from Business2Community.com, “5 Keys for Creating a Call-to-Action that Boosts B2C Conversion Rates” had valuable information that we’d like share and pass on to our readers.

First, focus on the benefits, not the features of your product.  Focus on how your potential consumers will feel when they use your product, rather than what your product can do.  A consumer doesn’t need to know the technical information of your product’s features, they just need to know how it’ll benefit them and how it’ll make them feel when using your product’s features.

In addition to focusing on the benefits of your product, it’s also suggested to not ask for too much consumer contact information at one time.  By only asking for name and email, you’ll see higher response rates than if you asked for phone and address in addition to their name and email.  To grow your database, simply ask for a little more contact information each time your communicate with consumers and potential consumers.

Your call-to-action should have a sense of urgency.  If an individual believes they have all the time in the world to respond to your call-to-action, they’re not only likely to wait longer to respond, but they’re also more likely to simply forget about your call-to-action completely.  If you’re setting a deadline for your call-to-action, just be sure to explain why they need to act quickly — for example, “Our sale prices only last 48 hours, after that, the prices will go up!”

When creating a marketing campaign, it’s important to not only consider that types of communication — such as digital and print, but also what your saying to your target audience when they read your message — does it stand out?  Is it most likely relevant to them?

Timothy Freeman
President
Print & Graphic Communications Association