I've been running some campains that require completion of a form. One
is a free membership registration campaign, another is a fill out the
form and you might win contest, and the other is a buy an expensive,
very niche product campaign. My question is what kinds of calls to
action should I use in the ad copy and lander? My goals are high CTR
and Conversion Rate.

Some things that have worked at 1% CR and decent CTR on the '
win' campaign were a mix of apply for/enter. The free membership used
(for the membership campaign) 'play' 'skip work' and got nice CTR, but
horrible CR.

Love to hear your ideas and suggestions on calls to action - what
words worked for you and if you can provide some detail on the type of
offer/form/what a conversion consisted of.

I'll give that a shot, though it's very little info to go on, almost too
general a question for anyone to answer.

Finding the right mix of CTR and CR is tough- test and test and test.

For the contest, I'd emphasize "win a (whatever)"- make them visualize
having the thing they'd win.

I don't think you have enough info on the membership thing- play/skip work?
what is the topic of this site?  You did emphasize the free membership part?

Brian

On Thu, May 29, 2008 at 1:45 PM, Gab Goldenberg <gab.goldenb...@gmail.com>
wrote:

Even for the free membership, you should give some kind of immediately
valuable bonus. As that bonus has to be low-cost to you, it should be
a clear info product or white paper.

Continue to monitor the conversion rate on your keyphrases in adwords
(not just click through ratio) - as you are doing. Sometimes the same
ad will convert very well with one group and very poorly with another.
1% CR on a free membership sounds very, very poor to me. The visitors
are not the right group or the offer is not appealing at all.

As Brian suggests, to help you much more we'd need to know more
specifics.

Alec Kinnear
Creative Director
http://foliovision.com