Every email message is a wrapping for a call to action. We often put a lot of effort into creating relevant content that we put in the right place in the email message. But just as often we don’t take the time for the text in our button, that has to seduce your reader to click. But if you do, it is totally worth it.
The American ‘writework’ has came to this conclusion. The introduction of their whitepapers and essays in an email message were suddenly interrupted by a CTA. Naturally the goal was to get the readers to go to the website and get a subscription.
Two buttons
They used two different buttons. The version with “Read Full Essay Now” was the final winner. It scored no less than 34% better dan the “Get Instant Access Now” button. Some degree of psychology is in probably in play here. Contacts were intrigued as to what they had read and wanted to read more. So the first button was closer to their need.
Examples
If you browse between de many cases available on the internet, you will always get the same conclusion. Below you can find some more examples…
Don’t say Demand information, but say Get information
Don’t say Become a member, but say Find your closest gym and become a member
Don’t say download, but say Click here for your free e-book
Don’t say Click here for an offer, but say Get a free offer
Don’t say Buy now, but say Add to the shopping basket and save 10%
The secret
What is the secret to a good text for a CTA? It’s simple. The sum of added value and relevance ultimately always leads to higher conversion rates. To detect these elements you have to ask yourself two questions. What could be the motivation of the reader to press the button? And what are we going to offer the reader (as an extra maybe) when he clicks? The answers to these two questions should provide you with the base to write the text for your CTA. And ofcourse you will test all of this with some alternatives.
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