Call-​to-​Action Outcomes Honed in Online Ads

Yesterday, I blogged about SeeWhy’s study on how eMarketers should pursue shoppers. One of the recommendations was to simplify the landing page and make it easier for potential purchasers to see the ‘call-​to-​action’.  The ‘call-​to-​action’ element was in the news again this month when analysts at Dynamic Logic said that too much focus on call-​to-​action in an online ad can backfire.

According to Dynamic Logic, marketers should think about call-​to- action prompts in 1 of 5 ways.

  • Offer based
  • Time based
  • Create your own
  • Find something
  • Send something

Ad campaigns which include these calls to action can have varying impacts on consumer interaction with a brand. To optimize the outcomes of specific behaviors, Dynamic Logic’s study shows that above average online campaign results can be achieved when an ad includes a call-​to-​action as follows:

  • Brand Awareness – Time-​based or create your own
  • Online Ad Awareness – Time-​based or create your own
  • Brand Favorability – Send something
  • Purchase Intent – Send something

Analysts say the high outcomes for brand favorability and purchase intent with Send Something call-​to-​action prompts reflect the growing importance of social media and the audience’s desire to share with friends. Analysts also suggest “when prompting viewers to create or send something, marketers should strive to incorporate humor when appropriate, as it tends to be a top factor in terms of virality of an ad.”

[Source: Knowing Your Goal When Using Call-​to-​Action in Online Ads. DynamicLogic​.com. September 2010. Web. 30 Sept. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.