B2B Conversions
  • Marketing
  • B2B Marketing
Boost Your B2B Conversions with These Call-to-Action Tips and Tricks

By Shagun Sharma

Apr 13, 20227 min read

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Sounds familiar, but are you sure these are the right CTAs to trigger your customers? The truth is, viewers are bored with such monotonous terminologies. In fact, today they are looking for an exhilarating factor that could draw their attention.

The average landing page conversion rate across enterprises is 9.7%. Frightful for marketers! isn’t it? When your page has a personalized CTA, however, it boosts your chances of conversions by up to 202%. Yet, 70% of small businesses’ B2B websites lack the right CTA. 

Thus, it is no hidden truth that if you want to generate results, you need to spice up your call-to-action, in a way that enthralls your target audience. 

If you want to learn the art of creating a captivating CTA, we have some tips and tricks that will come in handy when it comes to ensuring higher conversions for your business. 

The best CTA for lead generation should include:

  • An alluring copy
  • An attention-grabbing design
  • The right offer
  • The correct placement
  • A sense of urgency

It's important for anyone developing a B2B lead generation plan to spend time crafting extremely appealing CTAs, engaging content, and convincing landing pages. The best-performing CTAs don't have a secret recipe. Much will be determined by your target audience and the sort of material you are providing. Remember to approach the implementation of CTAs on your website iteratively, testing various versions and types to find which ones perform best.

Call-to-Action Checklist for B2B Conversions

1. Giving a Taste of Your Expertise

Signing up for trials is one of the most popular call-to-action phrases used by B2B providers and for good reason. Giving your prospects a taste of how fantastic your products and services are for a limited time is a terrific way to turn them around into paying clients.

Screenshot of website section showing "GET A GREAT ECOMMERCE MARKETING TEAM"

For example, “Free eCommerce Growth Assessment,” says it all. Firstly, this is a simple and short CTA, which is easy to understand by users. And the word ‘Free’ just makes the choice rather easy for the reader. Moreover ‘Free’  itself is an action-oriented term.

Remember, if you push your customers to buy right after their first experience with your brand or site, 84% of them will bounce away. So, you need to be smart. The best way to boost conversions is through a free trial. That is the action button on which you should concentrate your efforts in order to generate high-quality leads.

2. Being Action-Driven with CTA

Your call to action must provide the customer with some sort of reward. Your click-through rate will suffer if you do not do so. This call to action, which you use on your website or on your social media accounts, will show your audience that you want to hear from them.

Your CTA wording is likely the most potent weapon you have for persuading people to click. You must convey a sense of trust, urgency, and importance with your words.

Also, your CTA must provide value to your users. People will not click your CTA button if they are unsure about the value it will provide. Simultaneously, you must keep it short - a long CTA is unlikely to elicit action.

Google AdWords Performance tool Screenshot

However, you need to keep in mind that the phrasing of your CTA should not be overpromising, which is why Wordstream narrates the perfect example with just three words - “Get your Grade,” allowing users to generate a free AdWords performance report.

Of course, you want people to click, but you also don't want them to be disappointed when they get to the download page. Make sure your CTA appropriately reflects what you're promoting.

3. Delivering Value

Your customers can feel agitated and frustrated when they are not being valued. Ergo, if you want to expand your business and boost conversions, you need to make sure your customer service is up to par. Testing your customers’ patience is never a good idea. Long hold times account for over one-fourth of what customers consider to be poor customer service.

Remember that the internet is a virtual space, which makes it more difficult to trust someone. As a result, you need to be more inclined to please your consumers if you want to stay in the business.

The best way to do so is, to keep your audience engaged by charming them through lucrative offers. For instance, you can give out a free ebook or share a case study as a teaser, to increase conversion and clicks until the customer gives you his payment card information.

Lemonstand displays the perfect example, where instead of using a conventional CTA like “Click to Download the Guide,” they chose a CTA that narrates the pain points of their guide.

4. Stating a Benefit

Everyone loves extra benefits and rewards once in a while. With these rewards, your customers know that they can actually get something more in return for making a purchase, they feel empowered and participate in more sales.

Studies show that when a boring CTA is replaced with a value-driven CTA, it intends to generate a 201% boost in conversions.

So, when your audience is reading your website text or landing page, the same rules apply. You must clearly describe how taking the next step will benefit your CTA if you want them to take the required action.

Craft your call to action to your value proposition and focus on the added value or benefit the customers can receive once they make the click button.

Ugmonk offers a fantastic closing CTA, giving customers two alternatives as a final appeal before leaving the site.

5. Using a Cliffhanger

It was a long road when we had to wait for the next Game of Thrones season to air. The apprehension, wait, cringe, altogether was worth it when you play the very first episode of the new season.

This is the same technique most marketers are opting for, known as a cliffhanger. A cliffhanger is simply a suspense ridden climax in a movie, series, or novel that leaves the viewers/reader curious about what will happen next. Mostly used by fiction writers and screenwriters.

Cliffhangers can work wonders for you as a marketer. You won't receive any conversions unless users click your call-to-action button, regardless of its appearance. The CTA is the dividing line between "bounce" and "conversions" in terms of time.

Your target audience will be compelled to click the button text to see what's on the other side if you apply this strategy to design your call-to-action message.

Nature Conservancy has a perfect example that leaves readers scratching their heads. It's a bold and foreboding move to ask the reader if the planet can be saved. And with “Bold Risks” and “Urgently” keywords in place, it suggests that saving the planet is possible.

6. Alleviating Customers Concerns

Determine the frequent concerns that prevent visitors from performing the required action on your website and address them in your call-to-action buttons.

Check whether or not your customers are concerned about the hidden costs while purchasing your services? Are consumers hesitant to try your products for free because they don't know how to cancel?

Remove any such queries and concerns right away by responding to their questions or providing key pointers at the beginning itself.

For example, with the "Cancel Anytime" and "Join Free for a Month" CTA, Netflix puts an end to that worry.

Final Thoughts

If you want your landing page, social media campaigns, contact us page, and blogs to generate conversions, then you need to create CTAs that are clicked. Keeping the above-mentioned pointers in mind, you can craft a unique and compelling call-to-action copy that will make your prospects take the desired action.

Remember, you do not have a traffic problem. The challenge is producing an eloquent and captivating copy that convinces readers to order, subscribe, or purchase.

There is not one single rule for creating a compelling CTA; rather, the trick is to understand your target audience and test variations that will generate outcomes.

If you are looking to boost conversions, Growth Natives can be a great help. Our highly experienced team can create copies to intrigue readers and assist them in making the move. Connect with us today at info@growthnatives.com to know more.

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