Make Your Notification A Call To Action
Get your point across!
Push notifications are about being clear and specific. You only have so many characters, and perhaps an image, to get across an idea. So you need to pick one idea and focus on it. But in many cases, the best idea is going to be a call to action, often abbreviated as a CTA. So what are CTAs, and why are they so important?
You see CTAs everywhere in marketing materials. They’re often crisp and to the point, short sentences full of short words that use clear verbs to communicate a clear action. “Buy now” is the most obvious example, but it’s worth seeing how the approach has changed from the days of TV and newspaper ads. For example, if you load the homepage of a site that offers an app or a streaming service, one of the first things you’ll see is “Get our service now.” In fact, if you pay close attention, you’ll often see some interesting psychology at work. Look at sites that offer both a paid and free version of their content or service, for example, and you’ll often see one option or the other highlighted in some way.
Also, you’ll notice that CTAs are often paired with short and punchy copy that explains just what the service does. Spotify, for example, uses “Music for everyone” and then has buttons with CTAs underneath. In other words, more often than not, you see two ideas: “This is what this product does. Buy it now!”
Notice that they don’t leave any room for negotiation. “Buy our product, if you want to” can be funny and even work as copy, depending on your brand, but it’s not exactly compelling. Ideally, a CTA is the second part of a two-step dance; the first step is explaining the benefits of your product, and then you make the pitch to buy. But any dance depends on who you’re partnered with.
If you have something to say, don’t be quiet!
CTAs And Segments
CTAs can, and should, be tuned to the segments you’re using. If you use someone else’s computer and look at the marketing copy served, you’re likely to notice the same formulas, but with very different approaches. For toiletries and personal care products, some might be encouraged to “build” a box of products, while others might be encouraged to “curate” that same box. It’ll be the same products and box, either way, but the tone is different. Some of us view ourselves as creating something, while others view our product choices as an expression of taste, and smart segments illustrate the difference.
A lot depends on your audience. How do they see themselves? Where do you fit into their lives? Take for an example two common segments: Luxury shoppers and bargain hunters. Bargain hunters will respond to a call to “Save now!” while luxury shoppers might be encouraged to “Treat yourself now.”
No matter what segment, though, CTAs work by removing doubt, both about what you’re asking and what they can do with the notification. Want to see the power of CTAs at work? Sign up for a live demo of Pushnami!
Push Notification CTAs: What You Should Know
Your users aren’t passive, so urge them to act!
Calls to action, also known as CTAs, are designed to help move a reader to perform the desired action. For this reason, CTAs are sprinkled into multiple forms of content, from emails to browser notifications. How do CTAs work? What makes them effective? When should you use them? Here is what you need to know about crafting a call to action.
What Is A CTA?
Essentially, a CTA is exactly what its name implies. It is designed to urge somebody to do something. “CALL NOW!” “VOTE FOR ME!” and other well-worn phrases are the most obvious version of a CTA, but CTAs can come in a host of other ways. For example, have you ever noticed that ad copy for magazines is written as if your subscription is a done deal? It is never “if” you subscribe, but always “when.”
At its most basic, a CTA is an extended hand to help your audience engage. It creates momentum. The trick is to use that momentum effectively. It is easy for an audience not to feel urged, so much, as simply taken for granted if your CTA is clumsy or poorly designed.
When Should You Use CTAs?
Any time you want your users to take some form of action, you should use CTAs. Keep in mind, this does not mean ending your copy with “BUY NOW!” or “HURRY!”, although, depending on context, that might make sense. It means writing your copy with a sense of momentum, of urgency toward the action.
Keep in mind, with browser notifications, there is already a strong momentum toward acting. Browser notifications are entirely opt-in; your audience wants to receive the notification. They are already inclined to do what you want. For example, if you want somebody to click on a blog post, you might write copy like “Tell us what you think of our CEO’s stand on this topic.” That your users are interested in what you have to say is a given. It is just a matter of nudging them to take the next step.
Your users want to know what you want them to do.
What Makes An Effective CTA?
The best CTAs are the ones that do not come across as aggressive or abrasive. There is a reason “VOTE FOR ME!” and “CALL NOW FOR YOUR FREE TRIAL!” are punchlines. People generally do not appreciate the idea of getting bullied into an action, especially one they may not be interested in doing. You can open your friend’s front door with a key or by driving a truck through it, but you can only do the latter once.
Effective CTAs set the stage for an action. They are an urgent invitation. The best way to do it is to thread it throughout your copy, assuming an action has already been done or is at least pleasing to your users. Ask yourself how you would like to be approached when someone is asking you to do them a favor, and then consider the specific needs of your marketing segment. What do they come to you to do? Buy a product? Subscribe to a service? Read a blog post?
Just how you use CTAs will depend on your business, your strategy, and your overall approach to marketing. A sense of urgency is always a good thing, and it is well worth exploring in your copy. When you are ready to get started with crafting browser notifications with great CTAs, sign up for Pushnami.