• Frank Aol

CTAs in online shops (2)

Having given a general introduction to CTAs in online shops in a previously, this post examines concrete CTA-phrases which can be used to engage target customers at different stages of the sales funnels.

On the top of the sales funnel (TOFU), CTAs must be designed for the purpose of giving valuable information and collecting relevant customer data at the same time for the refinement of the marketing strategy. Marketing strategies which intrusively relate to the topic of sales or try to push audiences into purchasing directly with CTAs like “Buy Now!”, are not suitable at this stage. Audiences, more precisely leads, first need to be qualified with the proper CTAs at this level of the customer journey.

Top-of-the-Funnel (TOFU) offers include newsletters, eBooks, whitepaper and useful video tips, infographics or a quiz. It should always be the minimum target of TOFU to raise brand awareness and to increase traffic on a specific website. According to a study of Adweek, over 80% of people are doing online research before deciding to buy online, which makes it clear that this is the stage target the audience with personalized CTAs which are suiting their search words of interest.

After having shown some first interest in a product or service without having shown the intention of purchasing yet, a lead has been qualified and can now be called a prospect. At this moment the stage of the middle-of-the-funnel (MOFU) has been reached which is considered by many marketers as the key stage during the customer journey. At this point, prospects have accepted that there is a certain need or problem on their side which may be resolved through a product or service. However, they have not made the decision to buy yet and are still on the journey of comparing the offers of different suppliers.

For that reason, MOFU is generally more data-driven and focused on solving specific problems than TOFU. It also serves as an opportunity to share information on more technical or sophisticated topics related to your solution. At this stage it is also suitable to show some comparative research which proves in which way a marketed brand stands out against the competition. Showing case studies which have helped other customers to resolve problems are also very suitable to be introduced. At this stage it is also necessary to educate customers in terms of making them understand how products and services work. When it comes to innovative and/or technically spoken complex topics, this is an essential aspect which can be achieved through a CTA that invites to online education. Prospects are only convinced when they have understood the advantage of a product or service and genuinely believe that it can resolve issues in their daily lives. Therefore, CTAs in MOFUs can always contain case studies, webinars, FAQs and buyer guides.

The final step in the customer journey is bottom of the funnel (BOFU), a stage where prospects have finished making their research and are interested in a specific product or service. Now the prospect is basically spoken ready for conversion, hence for becoming a paying customer. However, it must be observed that also at this point prospects are still comparing the solutions of the competition, tough on a somewhat more superficial way. Therefore, at this stage it is indispensable to bring such advantages of a product or services to light which outperform the competition.

Motivational psychology has for long elaborated that the key factors of human actions are based on increasing well-being and/or avoiding pain, hence exactly these two points should be addressed at this crucial time. With other words, a prospect now needs to be actively convinced with a CTA that serves as a proof to releasing his “pain”. For that reason, CTAs like schedule a demo, schedule a consultation call, request a quote, free trials/samples as well as case studies in form of testimonials are proper CTAs to apply.

Since the evolvement of online marketing, the economy has become “experience-driven” which needs to be applied to CTA-campaigns during all stages of the sales funnel. Therefore, marketers should always adjust campaign strategies to user experience (UX), a user’s interactions with a specific product or experience and service experience (CX) which is a customer’s interaction with a service across all channels and touchpoints. With proper consideration, this will result in a pleasant brand experience (BX) which is the unique way a brand delivers both those sets of interactions and more. This will eventually result in a one-time buying customer to become a regular customer, the final target of all CTA-campaigns.

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