5 Compelling Call to Action That Leads To Conversion
A strong Call to Action (CTA) can drive sales and views. This set of few words in the form of a link or button persuades your audience to take action.
However, a badly written CTA can easily make you lose a potential customer. Hence, you need to write an effective and persuasive copy.
If you are looking to write a compelling CTA that converts, this article looks into the details of what makes a CTA effective.
Keep reading to know how you can increase conversions, sales and visitors to your website.
Important Elements of CTA
Your CTA can either lead to conversion or bounce rate.
It is the tipping point between the two.
If the visitor finds it compelling, then they will proceed with what you want, otherwise, they may return to the search results.
So if you want them to download, click or buy something, the design, location and copy of the CTA matter.
A single change of word from “Order Information” to “Get Information” can make a huge change in conversion.
“Order” suggests that you need to do something whereas Get implies that you receive information.
Therefore, your visitor sees value and that they have to do less work.
Plus, it is also more specific and less generic.
Therefore your CTA copy should actually be a call to value.
Moreover, write it in the first person so that your visitor knows that they are responsible for conversion and in control of it.
Therefore, your copy is the most crucial part of writing a persuasive CTA.
We’ll discuss this with examples in detail below!
First, let’s talk about the other two important elements. design and location.
Importance of Design and Location
You may not think that these two elements are as important, but they can make a huge difference.
If your CTA is just a link then its color may not matter however, a button is a different story.
Moreover, using a button is more common than clicking a link nowadays.
Hence, design elements such as the size and color of the button can either make or break the deal.
The button should be of an appropriate size.
Your visitor should not miss it, so do not make it small but also do not destroy your page’s UX and layout by making it huge.
Furthermore, you need to keep in mind that there are size limitations for landing pages on mobiles.
For instance, the size of the button according to Microsoft should be 34×26 pixels.
Whereas Apple recommends 44×44 pixels.
Therefore you should cater it according to each software and your page design.
Your page design should be such that your visitor’s eye is directed naturally towards the Call to Action button.
If you use a banner image or a hero image on your page then you can utilize it to direct the visitor’s eye in the button’s direction.
For instance, the person on your background image can be looking or pointing towards the CTA button.
If your visitor finds the colors of your button extremely vibrant or dull, it may annoy them.
While the color of your button should stand out, it should also complement the rest of the page.
Hence, you should look into the color wheel to find contrasting but complementary colors.
This enables your audience to read the text clearly and also impacts their psychological association with the color.
Hence, the color of the button can elicit an emotion in your visitor that may compel them to click.
Furthermore, its location matters to generate an impact.
You should follow the visual hierarchy using Z or F patterns so that the visitor directly sees the CTA button.
You can place it on the top, at the bottom as the conclusion after they have scrolled through the subject, or staying throughout the page using a sticky header or bar.
Moreover, if your copy isn’t repetitive, using the CTA button more than once can also work wonders.
You can give details in only one of the sections while giving less information or different benefits of clicking the button in others.
Another popular way of using a CTA button is as a popup.
If you want your visitor to constantly see the CTA then using a sticky bar is the best option so that they do not forget it while scrolling down.
Besides, size, location and colors, the most important element is the copy.
Read on below to know what kind of copywriting can be effective for your visitors.
Call To Action Examples
You may have heard about cliche CTA’s like “Buy it now”, “What are you waiting for?” etc.
But do you wonder why businesses keep using them?
This is because they are so effective on visitors.
Let’s find out how!
Grab This Now!
This is a very common CTA.
Using Now at the end creates a sense of urgency which persuades the visitor to immediately check the offer.
Similarly, using action verbs like Get, Snag and Gain instead of Grab can work too.
All these words imply a sense of benefit for the visitor.
They receive without taking any action.
Therefore they are more likely to click because they will get a benefit.
Yes, I Want This
We talked about how using first-person helps to get more clicks, here is an example of that.
It suggests the readers’ own thoughts.
Moreover, it is also affirmative.
Hence, when the visitor reads it, it is as if their thoughts are written on the CTA button.
It helps them relate to it and take an action immediately.
Therefore, writing a more personalized and first person copy resonates with your visitor.
Fear Of Missing Out
FOMO is a big one in CTA’s.
It is powerful enough to make your audience purchase items that they have left in cart for a long while by using it.
FOMO uses both urgency and scarcity to tell people to grab the time as soon as possible.
The popular examples include:
- Don’t miss out!
- Get it before it’s late
- Are you sure you want to miss out on this limited stock?
- Avail your discount before it’s gone
- You are Running Out of time
- Limited stock available
This makes visitors think that they do not have enough time to think over it.
Hence, they will not talk themselves out of purchasing the item rather, they will stick to it and may end up buying it immediately.
Hence, it results in instant purchases.
Get A Free Item
This Call to Action helps people join your email list in exchange for a free item.
It can either be a free session for an online class, pack of free templates, free trial of a toolkit or other lead magnets.
However, this is where you need to be careful as people associate free with something worthless.
Even if people like getting free items.
Therefore, when you are talking about your free item, make it valuable.
For instance, “Grab your free pack of infographic templates to make your content stand out.
This can help people to see value within the CTA and immediately avail the offer.
While the business benefits by getting another email subscriber.
Add to Cart
Something as simple as this CTA is very effective.
You do not have to generate any emotion or urgency in your visitors.
Hence, your customer does not have to think much either.
It is simple and effective and sometimes that can be better than being innovative or creative.
Unconventional Call to Action Examples
These five CTA’s are commonly used.
However, there are also other ways to get your visitor to take action or indirectly getting information through their action.
One way is to get them to take a quiz.
For instance, if you work on a skincare brand, you can first begin with a quiz to recommend the right products to your visitor.
You can ask them about their skin types, skin concerns and what they will like in a product.
In the end, direct them towards the product that is most suited to their needs.
Quizzes are fun to take hence, they can attract a certain audience, especially those who are not returning customers but new visitors.
Furthermore, you can use, “reserve your spot” or “add to wishlist” for items that you know your audience will not buy immediately.
Reserving the spot or item creates a sense of urgency and scarcity.
Moreover, it gives the impression that the offer is exclusive.
Hence, visitors may take immediate action and you may also get their email address for newsletters or product information.
You may think that your E-commerce website does not need a “Add to Wishlist” Button when there is already an “Add to Cart” CTA.
In order to add to their wishlist, visitors will have to make an account giving you their email address.
Moreover, they can save items there and purchase them during special occasions.
This is a simple and subtle Call to Action.
Using all these different CTA’s in your blog post, website or newsletters helps to drive sales and increase conversion rates.
Writing an effective Call to Action is an important marketing campaign that lets a digital marketer and business owner achieve the desired action whether it is to purchase a product, increase click-through rate or social media following.
Hence, if you want your visitor to not bounce off the site but actually take action then use these compelling and persuasive CTA’s.