Call-To-Actions or CTAs are one of the strongest proponents of your website, and as a result, ensuring they are effective at driving traffic to your appointment booking service is crucial.
Many retailers are looking to drive traffic to their stores and build customer relationships by allowing customers to book appointments with in-house experts using appointment booking software.
The effectiveness of your booking service largely comes down to how well you promote it, and that can be narrowed down further to the effectiveness of your CTAs.
Your CTAs need to have a clear value proposition. This ensures your customers understand what your service is about, and more importantly, how it benefits them. In short, a value proposition is a declarative statement, which, in this case:
- Explains how your appointment booking service solves customer issues or improves their situation.
- Is clear about the benefits associated with the new service and explains how it can be used.
Defining your value propositions
To help make it easier to understand, we’ve created a fictional luxury retail brand, QDi, that offers customers an expert styling service.
The core proposition goes as follows:
“Whether you want to discover a new look, have a special event on the horizon, or want to browse through a selection of our latest products, our dedicated one-to-one shoppers have the fashion knowledge and style expertize to help you find the perfect solution.”
QDi’s ‘Stay in style’ proposition is designed to appeal to luxury shoppers wanting to benefit from a tailored, one-to-one service (it’s also a brief nod to today’s Covid-19 consumers).
In a call to action format, it can be shortened down to “Let us introduce you to our latest products or help you find a new style you’ll love,” or “Book an appointment with one of our in-store stylists today.”
Calls to Action: driving traffic
Call to action buttons and statements are one of the most important parts of your website and marketing content.
A great CTA button can drive customers where you need them to be and get them to take desired actions and so improve conversion rates. A bad CTA looks amateurish and off putting.
While there is no one-size-fits-all rule for CTAs, a bad one will always stick out like a sore thumb. Generic, poorly-placed, and boring CTAs will cause more harm than good.
Here are some tips on creating CTAs which ensure results:
- It needs to look like a button, be interactive and slightly bigger than the rest of the surrounding text.
- Text is important: it needs to be relevant and clearly describe why a user should click the button. Customers will opt not to click the CTA if it is jarring in some way.
It needs to be placed in easy to find and relevant locations within your site, at times immediately below your value proposition.
Making your CTA stand out
CTAs have the power to increase interaction with your customer, but you’ll need to give it the best chance possible. Here’s how to do it:
Rather than going for the generic ‘click here’, turn the CTA into a statement which relates to what the customer is going to get. For example, ‘book my in-store appointment now’, ‘Schedule a meeting with an in-store expert’ or event ‘Take me to my appointment’.
Injecting a little motivation, and a few verbs into your CTAs is no bad thing either. Action words have been proven to boost click rates by creating a sense of urgency. The more clickable, the better.
For supercharged CTAs, make your buttons big, bold and colorful. You can go a step further and A/B test you CTAs to ensure efficiency.