What is a call to action?
A call to action (CTA) is a prompt to get your audience to do something you want them to do. It is typically a button, clickable image or a link. In your Assessment Quiz, the CTA appears on the final results webpage, in the notification email and on the PDF report your prospect receives after taking your quiz.
What makes a compelling call to action?
It’s really important to have a clear call to action that will enable someone to take the next step with you.
Getting someone to do what you want is tough, especially on the perpetual, sensory overloading fairground ride that is the internet! Your CTA needs to shout loud and clear, not only what they should do, but why they should do it.
How do I get it right for my audience?
Your call to action should be aligned with three things:
- Your strategy for promoting your quiz
- Your audience
- Your offering
For example, let’s say you’re promoting the quiz purely to a warm audience of referrals. In this case, a great CTA would be a one to one call to make the sale into a bigger offering.
But, if you’re promoting your quiz on Facebook, the traffic is colder. Best practice here is to make the action an entry level offering, such as a group call or an invitation to join a webinar.
Here are some examples of tried and tested actions you might want your prospects to take upon completing your quiz;
- Entry level product (normally £5 – £30 range)
- Group Call
- One to one call
- Request a free quote
- Request a course brochure
- Register for an upcoming training
How do I know if it’s good?
A good CTA is one that answers “What’s next” and “Why should I?”
Ask those questions, and you’ll know you’ve got something compelling and clickable.