CALL NOW Call to Action Button
There is no golden bullet for online marketing. Here at Convirza, we love to give you tips and tricks that can help increase your phone calls, site traffic, click through rate, and sales. But, in the end, there is only one guiding principle we want you to remember: Do what works for your audience. Don’t merely do what your neighbor does.
We’ve learned this in part from Brian Massey, whose company, Conversion Sciences, works hard to develop data-driven results for organizations across the country.
According to Massey,
“There really are no such things as best practices, there are only good ideas to test, and if you’re not testing, then you’re probably copying the worst ideas of your competitors.”
You’ve got to test each change you make to your marketing and sales approach so you can guarantee that your changes will increase your return on investment.
But what will you test? We’ve gone ahead and summarized some of Conversion Sciences’ surprising tests. This blog focuses on the emotional CALL NOW call to action button. If you would like to know more about other tests and findings, read the blog How Website Forms Drive Phone Calls.
It’s important to think about how you can bring the data-driven approach to your office. In the end, you should have more to go on than your gut when making marketing decisions.
Many companies use the same language to try to get people to pick up the phone. More often than not the language they use is purely logical and predictable. A simple “CALL NOW!” might be all that is said to bring the audience to action. However, tests show that this common practice might not be the most effective choice.
In the case of an addiction treatment center, they incorporated a personal approach with their Call Now call to action messages. They found emotional appeal was much more effective. They tested the common Call Now call to action and instead tried these two:
“Speak with a compassionate rehab specialist. Call today!”
“Are you ready to stop lying to yourself about addiction? Call today!”
Both generated more calls than more traditional calls to action.
Likely, viewers felt more comfortable calling the addiction treatment center once a “compassionate” specialist was mentioned. Or, viewers felt the sting of lying. Regardless the emotion, potential callers felt a jolt of awareness at seeing such an unpredictable or uncommon call to action.
When the company tested another call to action, they didn’t get nearly the same number of calls. An example of another test request was:
“Let the breezes of healing take over. Call today.”
They found the call to action was too vague and did not inspire action. So add some emotion to your offers or calls to action. Connect with your audience.
The addiction treatment center was able to test the different call to actions through call tracking. A unique phone number was assigned to each call to action. When the specific number was called, the organization knew the exactly which message inspired the phone call.
If you’re looking to drive more phone calls to your business, use emotionally charged calls to action. These Call Now call to action requests get more phone calls, and they also increase call conversion.
Here is our emotional call to action. Let’s see how it works.