The call-to-action (CTA) is the most important element of your web page, ad, or email. If it doesn’t inspire your audience to take action, you’ll lose out on leads and sales. So what makes the perfect CTA?
That’s what we’re going to explore in this post.
You’ll learn 7 tips for writing CTAs that attract eyeballs and get conversions.
Let’s get started.
What Is a Call-to-Action?
A call-to-action (CTA) is an important marketing tool that encourages users to take a specific desired action. This could be to “Sign Up” for a free trial, “Buy Now” on a product page, or “Subscribe” to opt-in to an email list.
A CTA shows people what to do next. It reduces the risk of decision fatigue and makes it easy for your visitors to take action. If you don’t tell people how to take the next step, you’ll lose out on conversions.
7 Call-to-Action Best Practices
Writing a CTA isn’t a task that you can afford to rush. Keep the following best practices in mind when you’re creating a CTA for your web page.
Be Brief and Concise
Shorter is better when it comes to CTAs. You want to inspire your visitors to take action with a concise and snappy CTA that doesn’t make them overthink.
Keep it simple and limit the number of words to 4 or less.
Here’s an example from Freshbooks:
The CTA includes the desired action “BUY NOW” along with the benefit “SAVE” in just a few words. It tells the audience what to do next with short, direct instructions.
A Sense of Urgency
Scarcity and urgency impact consumer decision-making and purchasing behavior. When something is time-limited or in short supply, it creates additional motivation to act.
You can incorporate this tactic into your CTA buttons with time-related copy, such as “Buy Now” or “Today Only – 25% Sale”.
When your CTA offers an opportunity that might not be around for long, it creates a FOMO (fear of missing out) effect that can significantly increase conversions.
Reverse Psychology in Action
You can use reverse psychology to make your CTA more compelling. This tactic is usually applied to website popups.
First, you pose a question or make a benefit-driven statement. Then, you provide two options for users to choose from.
In the example below, ClickUp uses reverse psychology along with contrasting colors to make one option look more appealing than the other.
No business owner wants to waste 1-day per week.
The use of client logos underneath the CTA is also a great way to use social proof to boost trust.
The more you can speak to your audience’s needs and wants, the more effective your CTAs will be. One of the best ways to optimize your CTAs is through leveraging your customer data for personalized CTA copy.
You can adapt your CTA to different audience segments. For example, if you run an e-commerce store that sells apparel for both men and women, you can adjust the CTA button for each audience.
If you run paid ads to drive traffic to your website, you can customize your CTA and landing page according to the offer promised in your ad copy.
When HubSpot analyzed 330,000 CTAs, it discovered that CTAs using personalization converted 202% more than default CTAs.
You can personalize your CTAs according to demographics, traffic source, where your audience is in the buyer’s journey, and more.
As of Q1 2021, almost 55% of all internet traffic takes place on mobile devices.
When creating CTAs for your website, you need to make sure you are catering to mobile users.
That means using a responsive layout that adapts to the user’s screen size but also thinking about the different goals of mobile users.
For many businesses, mobile users will be more likely to want to call your business.
You can improve the user experience and make it easier for mobile users to contact you by incorporating a tap-to-call CTA button.
The goal of your CTA is to encourage users to take the next step and make it as easy as possible to convert. Tap-to-call for mobile users ticks both of those checkboxes.
Make Your CTA Button Stand Out
The design of your CTA button is just as important as the copy you use.
You can increase conversions by directing the attention of your users to your CTA through your design choices.
For example, using contrasting colors between the CTA button and the page’s background is a simple and effective way to make your CTA stand out.
Positioning can also be vital for attracting attention and boosting conversions. For example, placing your CTA button above the fold and in the center column of the page can immediately attract users’ attention when they land on your page.
In the example below, Gousto uses contrasting colors and positioning to increase the visibility of the CTA button:
You can also make your CTA button more eye-catching by using surrounding white space.
The Bigger, the Better
Visual hierarchy is a design principle stating that users consider more prominent web page elements as more important. The human eye is naturally drawn to the biggest elements on a page first.
So it makes sense that you should use visual hierarchy to emphasize the most important element of your web page: the CTA button.
Making your CTA larger than the surrounding elements can attract the attention of users and increase conversions. It needs to be big enough to attract attention but not so large that it disrupts the flow of your web page.
Optimizing your CTAs is a simple and effective way to boost conversions and get more leads and sales from your traffic. Keep the above CTA best practices in mind when you’re working on your website.
Like all of your marketing activities, you should be testing and making continual improvements to get the best results. So come up with some variations and put them to the test to see which works best for your business.
If you want to convert more of your traffic into customers, schedule a call with our team of conversion experts here at Ogno.