The conversion of a blog visitor to a prospect is possible through a clear Call-to-Action (CTA). A CTA is asking your visitor to do something that is actionable to/with the blog site owner. For example, a CTA that invites a reader to download a white paper, after giving their contact information, is an action that a reader takes. Once the reader has converted based on a CTA, the responsibility for the nurturing of that reader, who is now a prospect, falls on the shoulders of the blog owner. Cardinal Rule(s) of Conversion
- Offer a Call-to-Action (CTA)
- Set a goal
- Track results&measure success
- Adjust and test
Increase your conversions with an effective Call-to-Action
Techniques for an effective Call-to-Action:
- Give a deadline for ordering
- Advise of a price increase
- Establish a trial/introductory period
- Free gift
- Demo
- Offer an upgrade
- Online offer only
Example Call-to-Action:
- Join newsletter list
- Obtain a white paper
- Request contact by a representation
Increase engagement by:
- Use action language to incite momentum
- Always tell the reader exactly what you want them to do
- Use more than just a simple hyperlink to bring attention to the conversion point
- Use a pleasing design and images when possible
- A maximum of two Calls-to-Action should be used at one time on the blog
- Rotate the CTA, experiment with messaging and offerings to find the right fit for the blog readers
A CTA is step #1 of the conversion process. Step #2 is to track conversions
Tracking your conversions:
- Create a unique landing page for the call to action
- Ingrate tracking tools such as analytic programs and CRM tools
- Ask clients how they found about you and if they have visited the blog
Information Flow
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Decision Path for Reader:
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Information flow for Blog Owner:
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