A Call-to-action (CTA) is a critical visual element on a website that entices users to take specific actions, like sign-up for a newsletter, share a blog post, or complete a purchase. Compelling call-to-action buttons can guide users into your marketing funnel, increase conversions, close sales and lead to engagements that advance your brand as an authority in your industry.
There are several types of CTAs available to you and each has a designated purpose.
- Social media CTA- This type of call-to-action encourages users to share a piece of content with their friends on popular social media platforms such as Facebook, Twitter or LinkedIn. Not only does this help generate more links to your online content but it positions you as a thought leader so you can grow your following and generate leads for future business.
- Lead Magnet CTA- This type of CTA convinces users to exchange their information, usually an email address in exchange for access to high-value content like a pdf. Most big websites use multiple lead magnets to generate leads
- Buy now CTA- This type of CTA entices the customers to make a purchase. It is very sales focused and is found in the product pages of a website.
- Read/learn more CTA- This type of CTA is found in the content feed section. It teases your readers by showing them a few lines of your content and invites them to click the button to read or learn more.
- Related posts CTA- This type of CTA connects users to other relevant or related content they might be interested in reading.
5 Call To Action Best Practices to boost conversions
- Make it actionable- Instead of using vague phrases like ‘click here’, or ‘submit’, be more specific. Use short, striking phrases with strong, actionable verbs like “Read” “Buy” or “Sign-up.”
- Make it stand out- A high-converting CTA is visually gripping without being obnoxious. Do note that the color of your CTA button does not blend into the background. Contrasting colors work the best.
- Make it First Person- Replace “you” with “I” and “your” with “mine”. When writing content, we are often told to use ‘you’ because it’s a way to make the reader feel like we are talking directly to them. But when it comes to call-to-action buttons, using words like ‘I’, ‘my’, ‘mine’ allows the user to visualize the action they are going to take.
- Create urgency- Compelling CTA buttons create a sense of urgency among the users. It snaps them out of passive browsing mode and inspires them to immediately take action. Adding words or phrases like ‘Now’ or ‘within X days/hours/minutes’ will easily make your CTA more magnetizing.
- Don’t let the fold intimidate you- The obsession with keeping everything important ‘above the fold’ has produced some very paranoid marketers who jam-pack the top half of web pages with a bunch of different elements. The idea that users don’t like to scroll is a myth. If your content is gripping, then users will have no problems scrolling all the way down to the page where CTAs are usually found. Instead of putting it in a spot that obstructs the browsing experience of the visitor, focus on placing the call-to-action where it naturally fits.
That said, mastering the art and science of getting users to push the right buttons comes down to constantly testing the performance of your CTAs and optimizing them based on the results. Because what works on one website may not do well on yours, and what worked last year, may fail to produce results now.