Most customers make their purchasing decisions in the actual store site. These decisions can be influenced by the information available in the physical store (either on their mobile devices, static signage or monitors) or the attractiveness of the product, heightened by vivid photography or stunning video. Their decisions can also be influenced by a call to action statement.
This is the juncture at which business owners need to connect with their customers, in order to influence them to take pre-determined actions. The actions could be purchasing additional items, filling out a survey, sharing information on social media, texting etc.
So in comes digital signage as an experience provider. Watching TV and using computers has trained us to look at screens for information so digital signage is a natural choice for reaching customers. Compared to other mediums, digital signage draws your customers to your message very easily. It gives them this “WOW” fun experience that they wouldn’t otherwise have on their desktops, mobile devices, or static posters.
Getting your customers to pay attention to the content on your screens is one thing. Getting them to take action is another. This is the most important step. First you want to get the attention of your audience and to communicate specific messages to them. Then you want the audience to react in a certain way. This is the call to action: scan a QR code, send a text, fill out a survey, share information on social media etc. Asking them to take action will help you to figure out if your messages are working.
The best calls to action are the ones with the lowest barrier to response. It must be clear, concise and easily digested. Because you want to encourage participation, the consumer must be able to understand and act upon the call to action in a matter of seconds. It must also be easily executed and measurable. Ease of use and a level of consumer interaction that can be measured are key to successful digital signage campaigns.
- Make the text simple. Avoid big or complex words as these can put a limit on the number of people who can actually read your signs.
- Use trigger words like Save, Money, Easy, New, Proven, You, Guaranteed etc to awaken a need from your audience.
- Use commands and tell your audience exactly what you want them to do.
Remember, digital signage without a call to action is just entertainment.
Every time you design content, ask yourself if you can include a QR code, URL or some other type of call to action that can further your message and engage your audience. And last, stay away from any content that you can’t control.