The Call-to-Action, or CTA, is a lifeblood of any online business, as it creates urgency and compels users to make a specific action thereby converting them into customers.
In essence, each CTA directs visitors of your website to do something about the product or service you promote.
Every day, you undoubtedly see dozens of CTAs: phrases like “Sign up for our newsletter,” “Claim your voucher,” or “Download your file” are all examples of CTAs.
Even minor changes to your CTAs can have a significant impact on the success of your site or business.
For example, the HubSpot team was able to increase conversion rates by up to 30% simply by experimenting with their CTAs. Isn’t it amazing?
Now that you understand why well-written CTAs can improve your ROI, revenue, and conversion rate, it’s time to figure out how to make them work for you. A compelling CTA can take many forms, and the key is to find the one that best suits your company’s needs.
Here are some helpful hints to get you there.
Make sure to use powerful action words in your CTA. Your best bet is to use strong words that clearly instruct, such as “Download your trial,” “Get it now for free,” and others.
Power words are critical for eliciting emotions in your users. Furthermore, they can arouse curiosity, which is an effective tool for getting people to act and see what happens next.
Your CTA should be visually distinct from the rest of your content. Use contrasting colours if you want users to notice it immediately. If you have a branded box with a button to encourage customers to try the product, make sure the button is brightly contrasting against the background colour of the box.
A sense of urgency motivates people to act. Customers are encouraged to act quickly if the offer is time limited. CTAs like “Limited slots only! ” or “Available Now!” are effective because they create a sense of missing out.
With everything available at your fingertips users don’t want to wait. By using a CTA that gives them a freebie, such as “Get your free sample now” or “Download a free copy “, customers get instant gratification. They are more likely to respond to a such type of CTAs and are also more likely to return to the site and make a purchase because they already have something for free.
When designing and writing your CTAs, keep mobile browsing in mind. According to Statista data, mobile devices account for roughly half of all web traffic. As a result, your CTA should be optimized for mobile viewing as well.
Your business may have distinct audience groups that visit your site for different reasons. In this case, it may make sense to create separate CTAs for each one. By directly addressing users, you enable them to act and communicate with them directly. It builds rapport and trust. For example, Armani Exchange uses different call to action buttons for men and women. This makes sense because there is a clear distinction between the products men and women are looking for.
It is also critical to maintain a consistent tone. If your site is more casual, you can use unformal wording in your CTAs. If the tone of your brand is formal and professional, the CTA should reflect that as well. The CTA should be an opportunity to maintain a consistent branding tone throughout your site, urging the audience to act without losing your brand’s voice.
The CTA must be visible on the page, but not so large that it appears excessive. It must remain visible and understandable on the section or page so that customers can see it. Round or rectangular buttons that fit neatly across a blurb are an excellent way to catch a lead’s eye and entice them to click on it.
This type of CTA is always effective because everyone already knows how to do it. Encourage your audience to register for an account, a subscription, a free eBook, or something else. Users are likely to opt in, providing you with their email address and name. It helps to compose a contact list of potential leads.
Sometimes you’ll have other buttons on your web page that are not your main call-to-action conversion buttons. Those buttons should be less eye-catching than your primary CTA button. Use grayscale buttons or monochromatic colours for non-CTA buttons. Your primary call-to-action button should always be the largest and most visible.
A brand must make customers through the sales funnel. By encouraging them to take action using right CTAs, you ensure that they are on their way to increasing conversions, as well as revenue and profit for your brand.