Over the years we've seen some really good text message signs with clear calls to action, and we've also seen some that are, well, not so good. Since we don't require our clients to purchase our signs, some of them use their local sign company.
We literally tell them, "Go for it, but be sure to copy the wording and design of our signs as closely as you can." Why? Providing a poor call to action is the number one reason clients don't get the results they expect.
Getting signage right is important, and after conducting A/B testing on signs with different calls to action, size, placement, etc., we arrived at what works best. If you don’t buy signs from us, we want you to copy us. Keep the following in mind when designing your signs.
These are not earth shattering scientific discoveries, but they are key to mobile marketing success:
Sounds simple enough, right? At DriveBuy, we call it the curb test. My vision is not the best from a distance any longer. We place the sign on a wall and step back about 20 feet. If I can read the sign, most people will be able to do so from inside their cars.Thinner bold fonts seem to work best for readability.
This is a hot topic at DriveBuy. Our first signs had the call to action as such:
In early 2008, a property management company in Houston asked that we reverse the order of the keyword and short code because it made more sense to their agents. The call to action they wanted:
At the time, we questioned the move, but made the changes to their new signs and shipped them off. The results were apparent immediately. As soon as they put the new signs out, their inbound leads increased dramatically. We have to remember that most people are used to sending text messages to other phone numbers, not short codes and they usually enter the phone number first during that process.
People take action for a reason. Couple this fact with our learned aversion to sales & marketing tactics, and what we need to do is clear: Give them something of value. Communicate this, the value proposition, next to clear instructions, and you’ve got yourself a winning call to action. Contrast the following:
Which is more likely to draw responses? The one that tells them they will be rewarded with something of value, instantly, option 2. This is the key to mobile marketing, just as it is the key to requesting action from consumers in general.
Call to Action, Size, Readability
The final version has a color scheme consistent with the website the prospect will hopefully visit one day from a device that can handle the flash and various other coolness the site has to offer.