To be successful, banner ads must be designed to complement website copy, must feature related material and, most of all, should entice consumers to click on them. However, if you want a banner ad to get more than just clicks and actually lead to conversions, it must feature a clear call-to-action (CTA) that prompts the reader to do something. All without being too pushy.
Here are three essential elements to keep in mind as you create your perfect call-to-action.
1. Use Actionable Verbs That Are Related to Your Business
When looking at banner ads, consumers probably won't notice copy that simply restates sales copy or is solely image-focused. Similarly, CTAs that use familiar sales verbs ("buy now" or "click here," for example) will also be ignored. However, if you can craft a call-to-action with a verb that's unique to your business, consumers will be more interested. For instance, a flooring business that offers free estimates could use a CTA like "Estimate the cost for my new floor now," which is stronger and more effective than the similar "Request a quote now," as it deals directly with the service being sold and, therefore, is more likely to catch the eye of a reader who is thinking about replacing their flooring.
2. Keep It Short and Sweet
Though there's no one-size-fits-all rule when it comes to the length of your call-to-action, if you have to use more than one line to write it out, it's too long. Too many words make it look cluttered and increases the chance that readers will skim over it. Instead, HubSpot recommends you keep your call-to-action short, and use punctuation such as ellipses to invite the reader to learn more after they click.
3. Avoid Hyperbolic Language
You might think the product you're selling is the best thing ever, but consumers don't respond to statements that oversell products. For instance, if you're marketing a coffee subscription service with a free trial offer, using a statement such as "Try a cup of the best coffee ever for free!" might not resonate with consumers. However, a simpler (and more realistic) "Taste the difference this week on us!" is more likely to set consumer expectations and invite a click and eventual conversion.
Crafting an eye-catching call-to-action optimized for banner ads that sets expectations correctly and accomplishes what you want it to using limited words and actionable verbs can be hard. However, by keeping these three key components in mind, marketers can create a CTA that represents their brand well and increases sales and conversions.