As a copywriter, your ultimate goal is to convince a prospect to take some form of action. When you successfully persuade a potential customer into taking action, it is known as a Conversion. Conversions can take place in a variety of forms, including but are not limited to:
- Purchasing a new product, service, or feature.
- Following you or your client on social media platforms.
- Downloading content.
- Joining an email list.
- Inquiring more about your offer.
In addition to the conversion, you must also consider the call to action, which is designed to encourage potential customers to take immediate action. You’ve likely seen something like this more often than you may realize. In fact, the internet is loaded with them. Here’s a list of examples of what a call to action can look like.
- Buy Now
- Click Here
- Sign Up
- Call Today
- Schedule An Appointment
- Claim Your Reward
- Add To Cart
What do all of these have in common? They all require a form of action to complete.
So, let’s say, for instance, you’re considering purchasing a new product on Amazon.com, the world’s largest e-commerce marketplace. In this case, the “Buy Now” button would be regarded as the call to action because it encourages you to take action. The act of actually purchasing that product is considered the conversion because you are taking action.
When you write your sales copy, you want to be sure to include the call to action that best fits whatever it is you advertise or promote. For instance, if you are trying to sell a product, then there really isn’t a need to have your potential customers call to set up an appointment or anything like that. When people decide they want to buy something, they want it as soon as possible. However, if you offer a service, then it wouldn’t really make a lot of sense to have a “buy now” option. Instead, you would then provide the option to call for an arrangement.
The more persuasive your call to action is, the higher your conversion rates will be.