If you've ever decided to sign up for an email newsletter or download an app you must have followed a call to action.
In the fast-paced world of ecommerce, a call to action (CTA) is the secret sauce that transforms casual visitors into engaged customers.
Crafting a compelling CTA is an art that combines psychology, design, and persuasive language to prompt a specific response from your audience.
In this article, we will explore some of the best call-to-action strategies and examples that not only capture attention but also convert visitors into valuable leads and customers.
A Call to Action (CTA) is a marketing term used to prompt an immediate response or action from a targeted audience. It's a directive that encourages users to take a particular step, which ultimately leads them toward a conversion or a desired outcome.
The action can range from making a purchase, subscribing to a newsletter, downloading a resource, signing up for a trial, filling out a form, or any other behavior that moves the user further along the sales or conversion funnel.
CTAs are commonly used in various forms of marketing communications, including websites, emails, social media posts, and more.
Here are important features a high-converting call to action should have:
CTAs cater to different objectives and interactions. Here are a few types of CTAs:
Button-based CTAs are the most common types of CTAs. They are often visually distinct buttons that prompt users to take a specific action, usually found on websites and in email campaigns. These buttons may vary in color and style. However, your CTA button should have a contrasting color to stand out on your page.
These are hyperlinked text within content like blogs that guide users to additional information or actions without the visual emphasis of a button.
Forms are a direct way to capture user information and convert them into leads or subscribers. With forms, you can capture your customers’ contact details in exchange for an offer. This offer could be downloadable content, subscriptions, service sign-ups, and more.
Now we've looked at what a CTA is, Here are some strategies to help you write an effective call to action:
The essence of a powerful CTA lies in its clarity. Your visitors should instantly recognize what action they are to take. Whether it's "Sign Up Now," or "Download Your Free Guide," the language should be straightforward and concise.
Avoid ambiguity, and ensure that your message aligns with your overall brand tone.
Humans are hardwired to respond to urgency. By incorporating time-sensitive language in your CTAs, you create a psychological push for users to act immediately.
Phrases like "Limited-Time Offer," or "Only 24 Hours Left" evoke a fear of missing out (FOMO) and can significantly boost conversion rates.
Tailoring your CTAs to the preferences and behaviors of your audience can foster a deeper connection. Use data-driven insights to personalize CTAs based on location, previous interactions, or purchase history. For example, "Explore Exclusive Deals for (Their Location)" or "As a Loyal Customer, Enjoy 20% Off" can make users feel valued and understood.
An eye-catching design can make or break a CTA. The use of contrasting colors, bold fonts, and strategically placed buttons can draw attention to your call to action. Ensure the design aligns with your brand aesthetics and creates a seamless visual flow on your website or marketing materials.
Instead of focusing solely on the action you want users to take, highlight the benefits they will gain. Whether it's saving money, gaining knowledge, or improving their lives in some way, center your CTA around the value proposition. For instance, your call to action could be "Lose Weight at Your Convenience with Our at Home Workout App ''. This is more compelling than a generic "Download App Now."
Engage your audience with interactive CTAs that invite them to participate. This could be in the form of quizzes, polls, or interactive content that requires user input. Interactive elements not only capture attention but also provide a more personalized and immersive experience, increasing the likelihood of conversion.
People often look to others for guidance, especially in decision-making. Incorporate social proof elements within your CTAs to build trust and credibility. Statements like "Join 1 Million Satisfied Customers" or "See Why Our Users Love Us" add a layer of assurance that can sway potential customers in your favor.
Maintain consistency across different marketing channels to reinforce your CTA message. Whether your customers encounter your CTA on your website, social media, email, or advertisements, the message should be cohesive. Consistency helps to build brand recognition and strengthen the impact of your call to action.
With most internet users accessing content via mobile devices, optimizing your CTAs for mobile platforms is crucial. Ensure that buttons are easily tapable, text is readable, and the overall layout is user-friendly. A seamless mobile experience improves the chances of conversion, considering the diverse ways users access your content.
The digital landscape is ever-evolving, and what works today may be less effective tomorrow. You want to implement A/B testing and experiment with different CTAs, visuals, and messaging.
Analyze the data to understand what resonates best with your audience, and use these insights to refine and optimize your call-to-action strategies continually.
Now, let’s explore the 10 best call-to-action examples from various brands, analyzing why they work so well to increase conversion:
Contently, known for its exceptional content marketing, incorporates great CTAs into its landing pages.
Instead of using generic phrases like "Submit," Contently uses friendly and approachable language "Let's Chat" to reinforce the importance of relationships. By focusing on dialogue rather than a sales pitch, Contently creates an inviting and trustworthy atmosphere.
HubSpot, a renowned marketing software company, knows the importance of providing valuable resources to its audience. Their slide-in CTA, which appears midway through an article, prompts readers to "download now" and offers a free marketing kit with templates. By providing a relevant resource within the article, HubSpot encourages engagement and positions itself as a trusted source.
Growth agency 310 Creative aims to help businesses scale and refine their buyer's journey. Their slide-in CTA addresses a common pain point for visitors - the need for clarity on where their business may be falling short. By offering a free assessment, 310 Creative demonstrates empathy and positions themselves as problem solvers.
Streaming giant Hulu uses a dramatic approach with its CTA. The dimmed background showcases their extensive content library, while the green and white CTA draws attention to the promotion. By offering a bundle with Disney+ and ESPN+, Hulu provides additional value to their subscribers.
Cloud storage platform Dropbox embraces simplicity in its design. Their blue CTA stands out against the white background, inviting users to sign up for free. By offering a free version of their service, Dropbox entices visitors to take the first step and experience the benefits of their platform.
Streaming giant Netflix knows how to entice new subscribers. Their CTA offers a free trial for a month, eliminating the fear of commitment. By positioning the offer as a limited-time opportunity, Netflix creates a sense of urgency and encourages visitors to take action.
Payment processing company Square uses a straightforward CTA on its homepage. By offering the opportunity to "get started," Square removes barriers and makes it easy for visitors to take the first step toward using their service.
This CTA from Trello is simple and straightforward. It encourages visitors to sign up for the service, which is a common action they might be considering. By adding "it’s free!" to the CTA, Trello excludes a common drawback to signing up - the cost. This CTA works well for any service that offers a free plan.
This CTA from Shaw Academy is found in a Facebook ad and includes several other CTAs within the ad. The ad uses various elements to create a sense of urgency in the audience, including exploding colors, an alarm emoji, and multiple exclamation marks.
Hootsuite's CTA is brief and concise, focusing on the bottom of the post. All the CTAs are focused at the bottom, while the benefits are presented at the top of the post. The "Learn More" CTA button leaves any extra information for the landing page.
In the dynamic realm of digital marketing, mastering the art of the call to action is essential for converting potential leads into loyal customers. By implementing clear and concise messaging, creating a sense of urgency, personalizing content, utilizing compelling design, focusing on benefits, incorporating interactive elements, integrating social proof, maintaining consistency, optimizing for mobile, and embracing A/B testing, you can unlock the full potential of your CTAs.