How To Convert More Readers Into Leads With Calls To Action

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After a prospect finishes your case study, what do they do next? If you don’t tell them, you’re missing an opportunity to generate another lead. (Tweet this) In this article we’re going to look at how four different companies use calls to action to generate more leads with their case studies.

Make the next step logical and easy

Let’s start with this case study from AlienVault. They have a ‘Start Your Free Trial’ button immediately below the description of the client on the first page, and again on the second page.

Offer readers multiple opportunities to take the next step.

If at any point the prospect decides they would like to know more, the option is right there. In this case, clicking that button takes readers to a simple sign-up page.

Make it as easy as possible for your readers to become leads.

Having various calls to action on your case study means that you catch the reader’s interest in the moment. (Tweet this) Then, make it as easy as possible for them to take the next step.

Give readers the option to learn more

Next stop, Yubico’s case study. At the bottom of the introductory section, they invite us to watch a thirty-minute presentation or to read the summary of that presentation: the case study.

Give your readers a choice of content consumption.

Most visitors would much prefer to read a three-minute summary before ‘committing’ to a thirty-minute presentation. It’s good that Yubico includes that call to action, in case someone wants to consume the extra content, but doesn’t force all readers to do so.

If we scroll down to the bottom of the case study, we see another mention of that presentation, along with an article that was written about Yubico’s success with Facebook. This is a really smart way to leverage social proof and provide more detail.

Take every opportunity to add social proof.

Make your calls to action clear and visible

The last line of the case study calls readers to “Find out more about YubiKey for Businesses,”
but there’s no design element here to call the reader’s attention.

Make your case studies’ calls to action stand out.

Yubico hasn’t used a text box or larger font size. I suspect many readers would miss that link. Yubico would benefit from having a colored text box, a different font, or some other design element to draw the eye, like we saw with AlienVault’s green-box CTAs. (Tweet this)

Include your product’s name

Next, we look at Tenable’s case study. Here, they only mention their product (Security Center CV®) a few times, which is good practice. However, they do include that name in the call to action, a very clever move.

Connect your call to action with your case study.

The reader can get a demo of the very product that they have been reading about in this case study. This is a really subtle way to encourage readers to take the next step in a smooth, logical transition.

Peg your calls to action with a fixed bottom bar

Let’s finish with Mimecast’s case study. They fixed a bottom bar to the the page. As readers scroll down, the calls to “Chat with sales,” “Schedule a demo,” or “Get a quote” persist. Mimecast really wants readers to get in touch, and they’re very clear about how they want you to do it.

Make your calls to action impossible to miss with a fixed bottom bar.

However, as with Tenable, since Mimecast mentions a particular product in the case study, they should include that product’s name in the calls to action. That would make for a more natural progression for the reader.

Make it simple for your reader to take the next step

The PDF version of Mimecast’s case study features the same three calls to action as clickable links at the bottom of the page.

Give readers multiple CTAs to improve your chances of a conversion.

Mimecast make it very easy for readers who are even a little bit interested to take the next step in the sales process, however they may prefer.

Apply these five lessons to convert your readers’ interest into strong leads.

  1. Include a call to action in your case studies.
  2. Draw the reader’s eye with visually distinct design.
  3. Include the product’s name. (Tweet this)
  4. Make the transition from reading the case study to taking the next step in the sales process as smooth and logical as possible.
  5. Don’t limit yourself to one call to action. Suggest that the reader schedule a demo, start a free trial, or call your sales team.

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