A “call to action” is a marketing message that directs viewers to act in a specific manner. The most effective videos have one. A well-designed call to action can dramatically increase a video’s rate of conversion to its goal.
What do you want viewers to do once they’ve watched your video? If they’re interested in what you have to say, what can they do about it? Your goal may be to generate leads, buy products, click on ads or even just subscribe to an RSS feed on your website.
A well-designed “call to action” should:
1. Create Urgency
Use discrete measurements of time in your call to action. Phrases like “click now” or “try our software today” give the user an understanding of how easy and immediate the action will be.
2. Indicate A Specific Action
Make your call to action as specific as possible. Tell the user exactly what you want them to do and how. Avoid vague generalities and instead tell them to click, sign up, contact us or download.
3. Clickability
Your call to action must look clickable or actionable. If it’s a text link, it should be underlined and coloured “hyperlink” blue.
4. Position
The call to action should be very close to your video player. No page scrolling should be required.
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