A proper call-to-action (CTA) is a catalyst that will increase the success of your online business. CTAs are the buttons, images, or lines of text that remind and encourage customers to take the next step such as “buy now” or “subscribe.” They help you retain potential customers and drive profits for your business.
How you select and implement your CTAs makes a big difference when it comes to the success of your online campaigns. Not choosing the right ones could mean missing potential sales and losing customers. We’ve come up with a list of top tips for creating calls-to-action that gets you results.
1. Use action words. Being clear and simple is the perfect way to incite action. You don’t have a lot of space to get your point across, so get straight to it! Want people to make an online purchase? Start your CTA with words like Buy, Shop or Order. Promoting a newsletter or eBook? Start with Download or Subscribe. And substitute boring words like Submit or Enter with more action-packed works like Get, Try or Reserve.
2. Give them a reason to click. Customers need to know what’s in it for them. Will they save time? Get something free? Have access to a sale that ends soon? Highlight the benefits of clicking your CTA. For instance, say, “Stay up to date on industry news” or “Save __ on __.”
3. Use numbers. Numbers always make things sound more compelling. Some examples: 15% off, Everything for less than $100, Order today for 1-day shipping.
4. Make your design pop. Your CTA shouldn’t blend in with the rest of your website. Fonts and colours can match your brand, of course, but you definitely want your button to pop off of the page. Use contrasting colours to make it stand out. And make it look clickable! Add shadows and shading to make it look like a button you could actually press in real life.
5. Put it in the right spot. Whether you’re putting your CTA above the fold (so users don’t have to scroll down to see it—which usually gets more clicks) or below the fold (near the bottom of the page where users will have read through your info, increasing the quality of clicks), you want it to be noticed. Use directional cues, like arrows, to lead the eye where you want it to go.
6. Make sure it’s relevant. Be strategic about what CTA to place based on your audience’s stage in the buyer journey. Some people are not ready to buy right away and so a “Buy now” CTA wouldn’t be as effective as something less aggressive such as a “Subscribe” to a newsletter button.
7. Don’t forget to test. Tweak your copy, design, size and placement until you find the CTA that proves to be most enticing for your audience. By comparing two different versions of the same page, known as A/B testing in marketing circles, you’ll be able to measure and compare how customers react with each one.
Learn more about CTAs
In addition to the above tips, we also have a snazzy and super helpful comprehensive guide for you so that you can make the most of CTAs. So what are you waiting for? Dive deeper into how to use CTAs to drive campaign success right here.