Did you know the average human attention span is 8.25 seconds? That’s less than a goldfish. Let that sink in for just a minute.
As arts marketers, our messages are delivered across many different contexts, situations and devices. To grab or keep someone’s (short) attention, your copy must be compelling, creative, and to-the-point. And to get them to take action, you need a call-to-action (CTA) that compels someone to tap or click.
“But how many more ways can I say the same thing?” We hear you. But that doesn’t mean it’s ok to use “Buy Tickets” 278 times in a 6-month period.
When you’re thinking about creating fresh CTAs, remember these helpful guidelines:
- Use value-oriented language. How will the CTA mirror the user’s end goal? What will they get out of it? Think about what’s important for them and why they want to visit the landing page in the first place.
- Use action-oriented language. Make sure the CTA is urgent enough that people won’t want to miss out.
- Use customized CTAs. According to Hubspot data personalized CTA’s convert 42% better! Instead of using the same CTA for everyone, experiment with personalized CTA’s based on where the user is in the marketing funnel. Hubspot, for example, allows organizations to display different CTA’s on their websites based on a user’s life cycle stage. If this isn’t in your website cards, you can experiment with different CTA’s in segmented emails and segmented social campaigns.
Please consider bookmarking this page (and the 2.0 version) to come back to when you need inspiration. Now get out there and create some fresh CTA's!
Do you have some unique CTA's of your own? Share them in our comments section.