Return to site

making call to action relevant for customers

Actions that build your brands

In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative form such as "shop now", “click here” or "everything must go”.

Let’s go through a real-life case.

Catch your customers

One of our clients wanted to interact with consumers to drive them to stores. To achieve that, they created a compelling Wechat channel that was providing insightful content and advice, not only related to their products

but generally interesting for their usual audience. The articles were typically concluding by explaining how the reader could achieve what was described in the section by acquiring one of the brand’s product

but without providing any handle to do so. We know that a shopper's journey start from the moment they are looking for a product, and in this case, out of the tens of thousands of readers that were reading the articles every week, a good chunk of them probably wanted to get to the next step.

As we pointed out, the articles were not providing a way to do so. In other words, a call to action was missing. In the best case, the materials were leading customers to the stores, but the brand had no way to measure

The impact of the published materials.

This is where we suggested to simply fill in the gap, by offering shoppers that were browsing through the online article a chance to try the items they liked in a nearby store by making an online appointment with a personal Shopper.


Making an Effective Call to action

The same could have been achieved with a link to an online store, but by offering to book an appointment, we were optimizing their chance to convert on this call to action :

  • Build curiosity- One of the most potent underlying forces of interest is not satisfaction alone, but arousal. The idea of curiosity arousal occurs when a person can almost but not quite see, hear, or interpret something. In this case, the customer would come for a unique experience in store.
  • Reinforce the sense of Reward- You remember “Pavlov’s Dogs” in psychology 101 it applies to all of us. Being offered a unique experience increases the chance of successfully converting the action into a sales.
  • Building a sense of urgency – There would only be a limited number of appointments per store that interested customers would be able to enjoy.

For example, A case study by the team at Conversion XL shows that by adding a sense of urgency to their product, they were able to increase their conversion rate by 332%. That’s a massive lift for any business.

What do I do next?

Call to actions are useful to retailers and brands only if they have a tangible impact on consumers.

When customers want an item to purchase, they start their consumer journey, but in the search to get what they want, is the journey filled with actions points where your brand could prompt choices to the customers?

Have you analyzed from start to finish your in-store experience to identify when and where you should trigger something for your customer to act-on?

Missed calls to action are missed sales, maybe even more importantly, they are missed chance to provide your customer with what he/she is really looking for, and create a feeling of reward.

Discovering your customer journey will give you a framework on what to look for in your store and evaluation your call to action procedures.

It might look like a daunting task, but luckily, Shop of the Future is happy to provide you with the right call to action:


All Posts

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly