Currently, word of mouth influences purchasing decisions between 20% and 50%, which makes it the main factor when buying. In fact, the revenue from referred clients are at least 16% higher. Such a figure could become wasted income if the referral program does not convert.
Therefore, you will need a Call to Action that specifies to let them attract more people/referral. This article will show you how to make a good referral call to action and some advanced tips to optimize your CTA button. Let’s begin!
What is Referral Call to Action
Call to action is an element that leads to a logical conclusion of the transaction, a call to buy a product or order a service. The main goal of the CTA is to transfer the visitor to the order along the shortest path, achieving the final goal of the user. The call to action is the final step based on the purchase decision algorithm.
The element is very similar to the classic advertising, because their goals are largely the same: the motivation of the buyer to move to the next stage of the sales funnel. Do not hope that the installation of the button that attracts the attention on the site will immediately lead to results. The main thing is that your interests coincide as much as possible with the interests of the buyer.
If the potential client is not satisfied with the cost, quality or other characteristics of the product or service, then no call to action will attract him. It will simply look like an attempt to obsessive seller to sell the goods, not taking into account the interests of the buyer. In case if referral CTA, your mission is to make users want to invite other users (AKA. Their friends) to be your customer for certain rewards.
The rewards can be given only for the one who is referring or to both referral and his friend (your new customer).
Examples of Good Referral Call to Action
Here are some examples of Call to Action used by companies to attract people inviting referral. Of course, you can edit these CTA according to your own business context.
1. Give $5, Get $5
This has something to do with the coupon code. Imagine there is an online store. This online store wants to boost its referral marketing through coupon sharing. In order to attract people sharing their coupon, the store tell the readers that they will get $5 for every new customer that use $5 off coupon.
2. “They Save 20%, You Save 20%”
This call to action has the same mission as the above. The difference is that it uses percentage discount rather than fixed price discount. Choice is yours!
3. “$25 for you, $25 for your friends”
If you prefer to give a cash reward, this call to action works well. However, the referred person usually get that $25 as a credit to purchase something in the store.
4. “Get Free ___” by recommending your friend (Free stuff reward)
What about offering free stuff to your referral when they successfully refer someone else? This is so powerful. However, this is usually best to do with some kind of digital products. It could be eBooks, premium access to membership, cloud storage and more.
In reality, DropBox apply this type of referral marketing. They offer 16GB off FREE cloud storage space for everyone you refer. In addition, they also offer 500 mb of bonus space if referred person install their app.
5. “Get $20 for every new customer you send our way.”
This CTA works best on cash rewards. It works well, but you have to make sure the quality of people they send to your store. For example, you further explain to user that $20 is given only if your friend purchase something or come from the United States (for example).
6. “Share The Love”
This is emotional CTA that typically works for a product that solves basic human needs. For example, clothes, foods, and other home appliances store. The world “love” there reminds the user that they love the product and that is why they are willing to share it.
7. “Save Your Friend $10”
This is a discount code call to action that tries to work with your friendship emotion. Actually, the implicit message is “If you care with your friends, why don’t you help him save the money!”
8. Earn $75 Amazon Gift Card, for every friend who purchase. They will get 10% discount on any product too
This is another effective CTA. First of all, who doesn’t want free gift card? Second, the referred person has a reason to use the referral link. Why? They get 10% off in every purchase
9. “Get $15 credit for every friend who joins”
This CTA is strictly for shopping credit. If your store has a system where user can accumulate points or $ credits, this will work well.
10. They Get 15% OFF, You Get $20 Off when they purchase
Perhaps, you are already familiar with the pattern of the referral CTA, aren’t you? This one is another great example. The point is, the people who share it must have the reason why they should support you, and the referred person should also have a reason why they should use the referral link.
How to Make Your CTA Becomes Attractive
Here are some of the tips so that your CTAs end up being attractive to your audience and you can significantly increase your click ratio. Nowadays, we are so used to being assaulted by banners, advertisements in the digital press, buttons that promise that if you click on them you will get one thing or another.
Our brain is already able to recognize these little visual intruders so fast that we have become true experts in detecting ways to close them and obviate them almost at the speed of light. This is because what the user wants is not something that bothers them. Instead, they want content that interests them.
Therefore, if you are going to design a call to action, there are some points that you must keep in mind for your call to action to work.
#1 Focus on your target audience
As we already mentioned in the post about what is Inbound Marketing, it is not about developing new product and just wait for someone to find it. On the contrary, what he defends is that you offer your users valuable and specific content for each person you want to address. The more you segment, the more effective you will have and therefore more attraction, which translates into greater conversion.
Design the CTA based on whether they are aimed at visitors, leads or customers. To do this, you must know more about who your buyers are. Below, we show you examples of how to design them properly:
For cold visitors
The purpose of these call to action is to generate more visits to your website. To do this, you must generate an offer that is attractive to an audience that does not yet know your business well but needs actionable ideas and content.
For warm leads
This type of audience is more specialized. He already knows what he wants and what he is looking for. Therefore, you must offer him content that brings him more value and convinces him that your services are the best for him. The message should clearly explain what the benefits you will get when your offer is downloaded.
For Repeat Buyers
This type of audience already knows you well, knows that you always give him what he wants and is already prepared for you to make an offer for which he must pay. For this audience you can offer, for example, a paid seminar.
#2 Create a good copy
Sometimes, we fall into the error of focusing more on design than on what we want to communicate. We must not forget that a call to action is of no use if the offer you want to make in it is not very clear or if the design prevails over the copy, relieving it to a second place.
#3 Includes numbers
The numbers show your customer what exactly they will get (for example, a discounted price over the previous price). It is a way to gain credibility with the user and it is a technique that works very well also for post titles, headings or mail issues. Add the number on anything you are offering, mention a special discount or make a numerical list like we have don on the CTA example above.
Also, discuss a bit about the benefits that the user will get with your resource.
#4 Create a design according to your style
Sometimes we want to be original in our CTAs and we fall into the error of filling them with colors and elements, believing that this will be the most effective way to get the attention of our users. However, it is important that they maintain a visual coherence with the rest of the page, since it is a way to make them inherent to your brand and easily recognizable.
Use your typography and corporate colors and keep the same tone in your copies as the one you use on your website. You can play with the weights and sizes of your fonts to highlight the most important, as well as use graphics or some image of the product you are offering (if you have it).
#5 Distribute the elements well
While it is true that the space we have is not too large, we must be intelligent and know how to distribute the spaces properly to achieve a visual harmony. A correct distribution would be to leave ? On the left for the image of the specific resource you are offering. The others ? for your copy and below this a button that calls for action.
#6 Put it in the right place
Who likes to enter a store and have someone assault you at the entrance offering you a product that you don’t even know if you need? No one, right? Therefore, you should show the same empathy and not invade the user as soon as he enters your website.
First, give them what they are looking for. Then, make your offer as a complement to what they have been looking for.
Place it under a post, for example, or on the sidebar if you have one. However, never put it at the beginning or between the lines of your post. This way, your user will not take it as intrusive and will be more likely to end up being interested in it.
Now, make a checklist with the necessary points when designing your call to action. Also, do not forget to A/B test them out as you create it.
Effective Referral Call to Action in The Email Newsletter
For an effective call to action in the mailing list, there are several rules:
- the CTA element in the letter should be surrounded by free space, it allows to focus the attention of the consumer;
- call to action should not merge with the background, but contrast with it;
- the main thing is not to overdo the page design (too bright colors or contrast irritate visitors);
- choosing between the button and the text, preference should be given to the first option.
Visitors are more willing to order goods or perform the necessary actions if they know that time is limited. Statistics show that the number of conversions with limited time exceeds 300%.
At last, the main success of the call to action is to understand the interests of your audience. It is important to segment, look for all characteristics of the audience at each stage. This will help you to make an effective call to action, as well as to succeed in the effort.
So, how do you plan to create your referral call to action? Share your ideas in the comments below!