Bad Call-To-Action Example
Backstory: the screenshot below is of a box of blueberries from my local grocery store. The blueberry company is at a disadvantage. Because they sell via the grocery store they don’t have a direct relationship with me. This means that their “the berry that cares” brand has very little cache. When I go to the grocery store next I’ll pick the blueberry box nearest me, whatever it might be.
However, if this company had a direct relationship with me I’d remember them and care about them. If Meijer (my local grocery store) ever removed them I might even talk to the manager.
In order to have a relationship with me, they need to capture my contact info (so they can keep in touch via periodic emails). Therefore, the scan code in screenshot below is super important:
But their execution is terrible.
Their call to action says, “Scan me!”. This means nothing to me. Nothing. It doesn’t incentivize action.
I know what you’re thinking, “Rishi, we don’t sell in grocery stores, we sell online.”
I’m using this offline example to make a point. Online retailers are just as bad with their call to actions. So yes, this directly applies to your site too.
When a user sees your request they ask just one question, “why? what’s in it for me?”
So construct your ask in a way that drives action.
Some possible A/B test ideas for this berry company. Alternatives for “Scan me!”–
— Why our blueberries are the best.
— 5 things you didn’t know.
— Blueberries improve heart health, bone strength and…
— Blueberries Vs. bananas
Back to your online store. Here is the bottom line: your site visitors don’t have infinite attention. If you want them to go down a specific path each step in the chain should have an irresistible hook.
Agree 100% for having stronger CTAs.
Some additional thoughts to this, out of context–
You hit brand recall well when somebody does both offline and online. Omnichannel is super important going forward.
One O2O strategy could be–
1. Print ad, full page, with a QR code [People read newspapers in the morning, say, The Economic Times if you’re into a financial product]
2. Increase performance marketing budget for that day, say, on LinkedIn [I know you spend time on LinkedIn, gotcha]
All the way, crafting a smooth offline to online or even a vice-versa experiment can yield upliftment to conversion rates.Reply