Lead Conversion Dilemma - Too many CTA's (Email, Display, SEO, SEM)

Every client that we on-board demonstrates a common trait, which consists of a loosely defined campaign conversions strategy (First step in the Modern Marketing Funnel). The call-sign for the great lead conversion dilemma is usually very evident across all active campaigns (from emails to banner-ads), and can be summed up in two characteristics;

•    Too many CTA’s (Call-To-Actions)
•      No real CTA

Sound familiar? If so, there is no reason for alarm as most marketers are tempted by the idea of adding as many CTA’s as possible. The common misconception is that with so many opportunities to convert, something will resonate, unfortunately so, this is not the case. With the massive surge in noise within the competitive marketplace it’s becoming increasingly difficult to stand out in the crowd. It is for this one reason that you need to pick your CTA wisely.

During the course of the day I probably receive 20 unsolicited emails in my inbox. As the day progresses I tend to review these messages periodically to see whether any golden nuggets have been caught in the old spam net. In the approximately 3 minutes (9 seconds per email) that I dedicate to this activity I usually tend to be attracted by either the opportunity to “make money” or “save money” (these two options can be interpreted as “time” if you are a poet of sorts). 9 seconds per email.. 9 seconds to review an email and evaluate whether there is a relevant offer that applies to a prospects unique situation.

Well those 9 seconds of attention are exactly why you should plan to have a clear conversion strategy with a single CTA. There just isn’t enough time to evaluate anything more than one CTA.

At MarketingFox we drink our own champagne. Our last 5 email campaigns achieve a +50% CTR based on Opens.

www.marketingfox.net