What is a Call to Action?
A Call to Action (CTA) is a line of text or an image or link on your ad or landing page that urges your customers, visitors and leads to take a particular action on your website. When a website wants to tell you what they want from you at a point in time or what the next step you’re to take is, they do so by using calls to action. They are usually just a few words on a button, the least being a 1-word CTA, but far stronger and more persuasive than a long form copy. As much as the words are few, it would be better if your CTAs provide as much information as possible. Your audience should know what clicking a call to action button would do. For example, if you see a CTA button that says “Book your flights now!” and click it, you should be redirected to the web page where you can actually book your flight. You should also make sure to know the exact messages and phrasings your target market would respond well to.
CTA buttons come in various styles, colours, and sizes, depending on the style of your website and goal conversion. Common examples of calls to action include:
- Sign Up For a Free Trial
- Add to Cart
- Download This Video Now
The end goal of any landing page is the conversion. The entirety of your copy should do nothing but build up to that conversion. Whether the purpose of your landing page is to generate email leads, create customer relationships, increase sales or answer frequently asked questions, the bottom line is, everyone wants more conversions! For visitors to turn to leads to become customers, they have to click on your CTA buttons. In order words, CTA buttons also have the end goal of getting every visitor, customer, lead or promoter that comes on that page clicking away and finalising a conversion.
A call to action is not only limited to e-commerce sites, it is essential for any website, from fashion, to sports, educational to construction, and design, you name it. An effective CTA provides the following
- Focus to your site
- Direction for your users
- A way to measure the success of your site
As unbelievable as it seems, the reason you are not getting visitors turned leads turned customers, might just be because of your CTA. You can’t just lump a few words together on a big blue button, paste it everywhere on your website and expect to get a ton of leads and customers. It’s not that simple. Getting effective calls-to-action that actually work, is a bit more serious than that. You have different audiences looking at your website – customers, leads, promoters, visitors, etc. – and each of them is to do something different from the other. What you should do is to create different types of calls to action, in different formats for different audiences. This doesn’t mean you should go on a CTA creating spree however, you only need the 8 different types outlined below to start up on your website. With time, you might need to upgrade and change them but as a start these are sufficient for every kind of website and every kind of target market.
Take a look at the types of CTAs;
Connect on Social CTAs:
This type of CTA gives your visitors, leads and readers the links necessary to connect with you on social media.
Social media is playing a very important role on marketing decisions today. In fact it is no longer a place to catch up with friends, it is now a centre for products marketing and a networking ground for entrepreneurs and businesses. 74% of consumers rely on social media to make a buying decision. So for any website to be able to sell their products on any of the social media platforms, they need to be able to influence their decision making and this can be done by making them see that their problems can be solved with your product. The only way to know what and how they are thinking however is to engage them on different social media platforms.
Your readers and potential customers should be able to easily follow you on your different social media platforms. There are two types of social media presence in your blog. One provides direct links to your channels, while the other shares your content on the customer’s channel. With both types, you get more exposure for your brand and product. For example “Like Us”, “Follow Us on Facebook”
End of blog or Lead generation CTAs:
Your readers must receive a call to action at the end of every post. It should be sizeable, colourful, and positioned right. Right at the end of your blog post. It can also be placed as a floating banner or a sidebar. The message you’re trying to communicate should be clear in your CTA – meaning that visitors, leads and customers should know exactly what to expect when they click on it.
Because you have different categories of people you’re dealing with, and the various levels they fall under, serving specific content for each category will increase conversions throughout and in not just one part. In the same way, each category of people, i.e. visitors, leads, and consumers is shown a different call to action that serves a particular purpose for its consumers.
Check this out for an example of end of blog CTA.
Related topic CTAs:
This is where outbound linking comes in. When you’re writing a blog, you can include a CTA that will take the reader to another webpage, where they are sure to discover more, related to your topic. This CTA will direct the reader to either an external source, or a previous post on your website.
Blog subscription CTAs:
Your reader might want to be alerted when you post your next blog. Most people don’t like filling out things that are too long. Make the CTA for filling short and concise. If it is easy to fill, then it’s more likely that you’ll receive more visitors to your website. For a visitor to be translated to a lead, they must fill out a form and enter their information into your database. For example, Subscribe Now! Or Register Today!
YouTube is a social media channel that has implemented calls to action successfully for such a long time. The goal of this CTA is to engage more people in the comment section by asking them direct questions that get them answering.
The slide-in CTA is great for giving the readers extra information. Right before the end of a post, it subtly slides in to your peripheral vision and doesn’t allow you read the rest of the post until you take an action. Either you fill out the form, or you cancel.
‘Read More’ CTAs:
Some blog posts, or landing pages may not contain the entire post of one homepage. Sometimes you just have to use a ‘read more’ CTA to grab their interest, and make them want to know more about whatever information you’re giving out.
The advantage of using this call to action is that it enables you to add more information to your landing page and also, when readers click the ‘read more’ button and get redirected to the post, it gets credited with its own traffic.
Product or service discovery CTAs
You might want to create calls to actions to make it easy for your visitors, leads and customers to learn about your company and what it’s offering. It should be a button that stands out and can be seen clearly by anyone that visits your website. “View the new features” is an example of product or service discovery CTA.
Sales closure CTAs
This type of call to action is for one purpose alone, to get leads and customers to purchase your product or service right there and then. It is a good idea to get them to make their purchases right after reading through why they should buy and use your products or services. Placing your CTA on product pages in addition to the end of your blog, will definitely help you to turn leads into customers. Examples of sales closure CTAs include “Contact Sales”, “Buy Now” or “Purchase Now”
Event promotion CTAs
If you’re hosting a program or event, you will want people to either register, or sign up to attend. To achieve this, you need to use an event promotion CTA to drive ticket sales or raise awareness to increase attendance rate.
Unlike other CTAs which you have to place strategically on your website, this call to action can be placed around without reserve, there are many possibilities. For instance, the customer’s login page, dashboard or receipt collection page, or for leads, a sidebar or at the end of your blog are all appropriate places where your event promotion CTA can go.
An example of a simple event CTA is “Register For Inbound 2014”
Having discussed the various types of calls to action, and the factors to consider, it is now up to you to create the best click-worthy, balancing multiple call to actions that are simple and effectively designed.
40 Examples of the best CTAs to use on your landing page
It is important to take note of the call to action elements to consider when creating your CTAs, such as the:
- Contrast with the rest of the page it’s on
That said, below are examples of CTAs that are sure to get you end goal conversion.
- “Get that deal now!”
- “Call Today to Schedule Your Free Consultation!”
- “Follow us”
- “Get the time-slot you want”
- “Like Us”
- “Create My Free Account”
- “Try Our Free Trial”
- “Stop losing leads now”
- ““Sign Up and Get 50% Off Today Only!”
- “Request A Call Today”
- “Start Your Free Trial”
- ““This offer may not last long. So order now—and see what you think of your free issue. After all, with so much to gain—and with absolutely nothing to lose—shouldn’t you at least take a look?”
- “Final day to Save/Sign Up/Join![link to content or event]”
- “Download Now”
- ““Save your time and your sanity”.
- “Feeling sick of …”
- “Take This Course”
- “Get Free Lifetime Access”
- ”Don’t miss out! We’re just a phone call away”
- “Get the best new products in your inbox today”
- “Send Me Info Now”
- ““Experience it before everyone else.”
- “Enter your email below to get access to …”
- “Download Your Guide”
- “Browse Icon Library”
- “Why not get the most of your CTA today?”
- “Contact Sales”
- “Yes Please!”
- “Get it before time runs out”
- “Check Out Our Price Page”
- “View the new features”
- “So if you were waiting for the perfect time to seize this opportunity, the time is now. Send for your free issue today!”
- “Seriously, SIGN UP! You’ve Got Nothing To Lose Except For [__]: [link to event]”
- “You CANNOT Buy This In Stores! It’s A One-Time-Only Offer: [link to offer]
- “Tons of deals right at your fingertips!” (great for mobile)
- “Get Access to Leads”
- “Definitely Worth 5 Minutes of Your Time Today! [link to content]”
- “Save Your Seat”
- “Click Here”
- “Grab Yours Now”
With one word change, conversions can increase beyond your imagination. So why not take advantage of this knowledge and test out different call to action words to see the ones that result in the highest amount of click-throughs. The importance of a powerful call to action cannot be overemphasised.