Driving traffic to landing pages and convincing your web visitors to take action is hard — your copy, design, and CTAs determine whether or not your visitors will convert.
Your copy needs to match their intent, the design of your page needs to be easy on their eyes to guide them through your page, and your CTA needs to be simple, yet effective.
For effective CTAs, you need to think about the design and copy. Unfortunately, there is a tendency to lean heavily on “best practices,” such as button color which doesn’t always lead to more conversions.
Effective CTAs are both an art and a science, and the one that converts best for someone else might not be what you need. Understanding the principles behind effective CTAs and conducting A/B tests will guide you on what elements to include in your CTAs.
Daniel Kahneman, in his book; Thinking, Fast and Slow, talks about the Law of Least effort, our tendency as human beings to look for the simplest way to get things done.
In the context of CTAs, you want to make sure that your design and copy provide the simplest path towards solving their problems or getting what they’re looking for.
Woorise is the easiest way to create lead generation landing pages, forms, quizzes, surveys, viral giveaways and popups to help you grow your business from a single platform. Explore templates
This means they should be as simple as possible such that your web visitors immediately understand what’s in it for them and what you want them to do.
Luckily, you have a bit more creative freedom than writing email CTAs, which rely almost exclusively on persuasive copy as readers are constrained to the email format.
To show you what this looks like, I’ve compiled some of the best examples of simple CTAs explaining the principles behind their effectiveness. Hint: It’s not limited to the button copy, placement, or color.
Types of calls to action
Businesses across the B2B and B2C sphere use different types of CTA buttons across different assets including newsletters, blogs, websites, and product or service pages to increase engagement and boost conversions.
Here are some of the most popular types of CTA with examples to help you crush your brand marketing goals and drive revenue.
Lead Generation CTA
The primary objective of such CTAs is to convert temporary website visitors into leads. It is imperative to add lead generation CTAs at the bottom or the middle section of your blogs, landing pages, and other relevant digital assets to grab the reader’s attention.
The lead generation CTA should encourage or invite your users to download a resource, schedule a product demo, opt for a free trial, or subscribe to your newsletter.
Consider using terms like “Schedule a Free Trial”, “Download Our Whitepaper”, and “Subscribe to Our Newsletter” in your lead generation CTAs.
Here’s an example from GetResponse. The CTA at the bottom “Get Started FREE” urges visitors to click on the button to avail the benefits of the platform’s free plan.
It then redirects to the sign-up page where they are requested to enter a few details including name, email, and password. The business generates a lead when someone enters these details.
Lead Magnet CTA
Lead magnet CTAs are commonly used to encourage users to download an asset or access exclusive content in exchange for information including email, company name, etc.
Many companies often use lead magnet CTAs to offer freebies including industry reports, insightful niche articles on a specific topic, and different types of templates. The lead magnet CTAs typically include phrases including “Continue reading by submitting your email”, “Enter your details to download templates”, etc.
Here are a couple of examples.
The Washington Post strategically adds a lead magnet after the first paragraph of the article to increase conversions. The idea is to entice readers by providing a glimpse of the article and influencing them to submit relevant information to access the entire article.
Here, you can see Hubspot deploying a similar tactic influencing readers to submit their email IDs in exchange for 150+ content templates.
Lead Nurturing CTA
Lead nurturing is an interesting phase in the sales cycle in which marketers focus on forging relationships with potential customers before converting them into customers. Every business understands the importance of connecting with relevant people and nurturing relationships across the different stages of the sales funnel.
Lead nurturing CTAs typically include prompts that direct prospects to the different stages of the sales funnel and encourage them to engage further with your business. The goal is to gradually move them closer to making the desired action.
Apple does a brilliant job of nurturing prospects on its website. You can find two CTAs under every product, “Learn more” and “Buy”. While influencing a customer to buy the product is the primary goal, the “learn more” button offers detailed insights into the product’s features, pricing, use cases, etc.
Sales Conversion CTA
As the name suggests, sales conversion CTAs are sales-driven, motivating prospects to purchase a product or service. Unlike the previous types of CTAs, sales conversion CTAs primarily focus on closing a deal or converting prospects into paying customers.
When it comes to CTAs geared towards conversion, you have soft CTAs and hard CTAs. Soft CTAs play a role in nudging and encouraging the prospect towards the next step, while a hard CTA is aimed at securing the purchase.
It is common to see hard CTAs placed directly adjacent to soft CTAs. The following screenshot is from Talkspirit where you see two pairs of soft and hard CTAs. Both the soft CTAs are aimed at driving demo sign ups while the hard CTAs try to generate free trial registrations.
Blog/Read More CTAs
Blog and Read More CTAs are often used at the end of a small snippet of a case study, press release, or blog, encouraging visitors to read the entire text. Read More CTAs typically feature in content marketing strategies to gain detailed insights and information about a certain topic.
You can find these CTAs in the blog’s snipper or strategically positioned in the middle or toward the end of blog posts, email marketing copies, etc.
Crazy Domains uses the “Read More” CTA after a blog’s title and snippet.
Social Media Sharing CTA
Social media CTAs use phrases like “Share on Social Media”, and “Follow Us on Our Social Channels”, which are paired with the icons of different social media platforms to ensure frictionless sharing. This way, businesses can attract more web traffic, increase blog impressions, and ultimately push and nurture leads across their sales funnel.
You can see how TechCrunch and BBC use social sharing CTAs to push their readers to share a news or blog article with their friends and family across different social channels.
Product Discovery CTA
The title is pretty self-explanatory, isn’t it? Product discovery CTAs feature across websites of e-commerce or digital retail businesses, product pages, etc. These CTAs are designed and placed to nudge visitors to discover a new product line or learn more about a certain product category.
In this example below, Slickplan, a sitemap creation tool, nudges their visitors to click on the CTA to build sitemaps.
Contact Us CTA
Your existing and potential customers should be able to reach out to you and the onus is on you to ensure the process is as seamless as possible. A Contact Us CTA enables customers to ask product or service-related questions, send feedback, or simply know more about a particular product or service.
The Contact Us CTA is the portal that connects your audience to the support team or subject-matter experts.
Look at how Bain & Company encourages its audience to contact their team of experts depending on the selected industry.
Referral or Affiliate Program CTA
Referral or affiliate program CTAs encourage users to join the business’s referral or affiliate program. This mutual agreement sets the foundation for a win-win situation for customers as well as business owners. How does it work?
While the customer earns a commission for every new sign-up or referral, the business gains a new customer. “Join our Affiliate Program”, “Refer a Friend”, etc, are some of the most common referral and affiliate program CTAs used by businesses.
Here’s how Moosend uses the affiliate program CTA to encourage affiliate marketers and users to join the program.
7 Strategies to create better calls to action
Creating effective calls to action (CTAs) is all about making it easy and appealing for your visitors to take the next step. It’s not just about having a nice-looking button; it’s about understanding your audience and guiding them toward action in a way that feels natural and inviting.
Bellow we’ll cover seven simple yet powerful strategies to improve your CTAs. From using color and contrast to crafting the right message and addressing concerns, these tips will help you create CTAs that truly connect with your audience and drive results.
1. Use Contrast to Make your CTA stand out
A web visitor landing on your homepage or landing page means one of the following:
- They searched for you on Google using your brand name
- They’ve landed on your pages from an external link
- You appeared on top SERP results in the keywords they used
In each of these scenarios, some of your visitors will have a higher intent to take action. Others need more information before they’re convinced that you’re the best solution they can have.
For web visitors with a higher intent to take action after landing on your homepage, i.e., visitors who are looking to sign up for your product, make it easy for them to find your CTA.
One of the simplest ways to do that is by using contrast to make your CTA button stand out. But don’t put any color on your CTA buttons instead, use high contrast colors that appeal to the eye and make the CTA button stand out.
Similarly, there’s no best color to use on your CTA button, but you want to make sure your colors evoke relevant emotions that resonate with the action you want them to take, just like Woorise does here:
Orange is a vibrant color and denotes optimism, while blue denotes trust and honesty.
Looking at the homepage above, both colors appear tactfully where blue is the background and orange pops out as the CTA, making it stand out naturally.
When using contrast, there are no hard and fast rules. What you need to keep in mind are the emotions you want to evoke and make sure that you align the colors you use with your brand. As you will see in other examples, some brands use black as the color of their CTAs, where black evokes feelings of elegance and power, and these CTAs are still effective.
2. Make your CTA the next logical step
Having your CTA button carry the full weight of converting your web visitors means you might end up spending an inordinate amount of time optimizing on colors and placement of the button.
It also leaves you vulnerable because if these elements don’t work, you’ll lose out on potential leads and customers.
To make your CTA more effective, go for low hanging fruits such as your copy that make it far easier for your web visitors to click on the CTA.
Your copy needs to make your visitors view the CTA as the next logical step, either through using anticipation or through interrupting their thought patterns.
Take a look at how Omniscient Digital uses a pattern interrupt in the headline of their copy, making their CTA come across as the next logical step:
Most marketers use content as a channel to drive traffic and few take the time to link content to business objectives.
However, that is changing, given that 32% of CMOs are shifting their priorities to make content a key driver of great customer experiences and improve conversions.
For marketers, they not only have a role to prove that content will drive traffic but also, prove that content will deliver better buying experiences that have an impact on business objectives.
From there, the copy goes ahead and talks about what the agency does, and the CTA below, “Get a free strategy call’’ feels natural and makes the web visitor view it as the next logical step to take.
If your CTA isn’t getting the conversions you’re looking for, could it be because you haven’t made it the next logical step, after reading your copy?
If so, what stories are your customers telling themselves that could be false? What’s about to change and how is your product positioned to help them adapt and succeed?
Can you use the copy on your landing page as a wakeup call and make it easier for them to click on your CTA?
3. Reduce the risk of time commitment
We’ve already talked about the thorny subject of getting your visitors on your site and having them pay attention and take action on your CTA..
Once you’ve spent enough time creating a great CTA, crafting relevant copy, the last thing you want is half of your visitors walking away from your pages.
Most visitors viewing your content aren’t always ready to commit to you in any way by taking action on your CTA.
Commitment comes in two forms: Time and Money. When you’re using content for lead generation, then you’re asking your web visitors to commit to you through their time to consume your content.
Your content will be competing with other content they also need to consume, and to avoid losing them, provide options that reduce the risk of them feeling overwhelmed by the amount of content they need to consume. .
In this example from Aprimo, they provide a simpler option by asking subscribers to read a press release.
Visitors who want to read the full report are also free to do so. However, reading the press release takes less time than downloading a report to read later. When a visitor self-selects, they read a press release which also offers options to read the full report..
This is better than losing half of the subscribers who would rather not go through the trouble of providing their details to sign up and get the report.
Depending on the level of commitment you want from your web visitors, provide options, which reduces their risk. A side benefit is that these options help you filter out potential leads who are not a great fit for you.
4. Reduce the risk of financial commitment
Still on commitment, when your web visitors are already familiar with your brand and have spent time interacting with your content, you need to reduce the financial risks that come with buying from you.
The last thing you want is to deal with buyer’s remorse and unflattering reviews about why a customer switched over to your competitors after they didn’t have their expectations met.
That said, there’s always some hesitance to take action. At this point, you don’t want to have CTAs that push them to spend more time with you, rather, options that allow them to feel safe about spending money on your product.
For GatherContent, most visitors coming to this page below are at the bottom of the funnel,and one way to reduce the risk is by asking them to experience the product first before taking the leap.
So they provide them with two options: schedule a demo or start a free trial.
You’ll also notice the blue color on the CTA against a white background, which nudges the lead to click on it. As we said earlier, blue represents trust, honesty and in this case, safety. There’s still room for those who need a bit of hand holding, and they can schedule a demo if they want to.
5. Bring the CTA to life
A simple but effective design element in CTAs is changing its color the moment a cursor hovers on it. And Order pulls it off, relying on two approaches: visitor behavior on the webpage and visual hierarchy.
These approaches drive attention to the CTA button, which comes to life by turning black once the cursor hovers on it, making it stand out.
Let’s break this down further to see how it works:
Eye Tracking studies conducted by the Neilsen Norman group reveal that most web visitors interact with content on web pages in F pattern. The study revealed a couple implications for these behavior.
One is that users will skim through content looking for what they need, meaning that the copy needs to be brief and to the point, containing the most important information the reader needs.
When you look at the copy on the Orders page, it’s a total of 41 words including the headline.
To take full advantage of eye tracking movement behavior, Order has designed visual elements by filling the white space on the right with green circles.
These push the reader to look at the content on the left, which positions the CTA strategically, and comes to life the moment a cursor lands on it.
Take things a step further by using colorful illustrations that represent your target audience, just like Arcade does:
When the cursor hovers on the CTA, the arrow moves slightly to indicate forward movement.
6. Address objections
Before taking action on your web pages, visitors have to overcome two types of doubt: self-doubt (am I making a mistake / is this the right solution?) and doubt in your brand (are they telling the truth? Has anyone tried them out? ).
These doubts come up in the form of objections, and you need to address them in your CTA, either in your copy, or add some copy below that addresses them to make your CTA effective.
Shipyard knows that they need to do more than tell their web visitors to enter their email and get started with building workflows:
From the surface we might deduce a couple of doubts both in the product and in the prospect: Will using this tool to build workflows take up all the time I have? Do I have to start from scratch? How much do I need to spend to build a workflow?
And given that they have addressed these potential objections in the copy just below the CTA, the visitor is confident that they won’t regret signing up and using Shipyard to build their workflows.
7. Use trigger words
Your web visitors have a way that they use to describe the problems they have and the solutions they’re looking for.
And when it comes to improving your button copy, what works often is mirroring back the language that they use when asking them to take action.
Recent research reveals that when lawyers use linguistic mirroring, they’re more convincing and tend to win cases that are laden with facts. When two opposing sides are competing on logic, the one who can connect with the judge emotionally carries the day.
Why does this work?
When you mirror back the language that your audience uses to describe a problem and their solutions, you earn their trust. You come across as someone who deeply understands what they’re dealing with.
They also feel understood and are drawn towards liking you because you feel and sound familiar. Let’s take a cue from Simon Data a customer data company that walks the talk:
Before you decide to include words such as submit, read more, learn more, or sign up, conduct a survey and hear out your audience first to understand how they speak. Once you do this, find ways to mirror back that language to them in your button copy.
Call to action examples
Now that you know the different types of Calls to Action there are and how to write your own, lets see some examples of CTA for you to find inspiration.
1. Odoo.com
CTA: Start Now – It’s free
The homepage of any website serves two purposes – one, to inform the visitor what is on offer, and two, to get them to act. This could either be a nudge to submit their contact details, or to explore the product further.
The Odoo homepage is a great example of how to summate everything on offer in few words – they inform the visitor what the product is about (“All your business on one platform”), why they need it (“Simple, efficient, yet affordable), and how much it costs (“US$13.50/month for ALL apps”).
This is followed by a simple nudge with the ‘Start now’ message. To make this process frictionless, the CTA further reassures the visitor that ‘It’s free’. But in case the visitor still had doubts, they could ‘Schedule a demo’ instead.
2. Webflow
CTA: Start building
The first question to ask yourself when designing a page is what does a visitor want out of this. In the case of Webflow, a custom website builder tool, it is to build new websites. And this is exactly what the CTA highlights with its ‘Start building’ message.
3. Kate Spade
The Call to Action button does not have to be clever or creative. It exists to ensure that the visitor takes the action you want them to take. The screenshot you see here is from Kate Spade’s product discovery section, and the CTAs here are concise and clearly convey what the visitor can expect clicking through them.
4. Wepay
CTA: See Dev Docs
Before identifying the right call to action, it is important to know who your visitor is, and what it is that they are looking for. Wepay is a backend payment integration system, which means that it is frequented by decision makers in the engineering teams of customer organizations.
The user flow for such a visitor would involve checking the developer documents to understand how the integration works, and what resources would be essential to make this integration happen. ‘See Dev Docs’ is a straightforward way to communicate this message to the decision maker.
5. DigitalRiver
CTA: Self-Guided Tour
Every online business has two sources of homepage visitors – those who land from the marketing funnel, and others who land through sales. The DigitalRiver homepage thus caters to these two categories of visitors elegantly through differently colored CTA buttons.
Visitors from the marketing funnel need more hand-holding and hence are provided CTA buttons in the prime real estate of the homepage, while sales funnel visitors who already have a touchpoint with the organization have a ‘Contact Sales’ button at the top-right part of the homepage.
6. ChargeBee
CTA: Demo
How do you handle a situation where you have multiple products that need their own CTAs? One way to handle this is with a drop-down CTA like Chargebee does.
Here, the website has a CTA with a clear messaging that simply says ‘Demo’, but upon hovering over this button, visitors are asked to pick the product that they want to explore.
7. Woorise
CTA: Create a giveaway
Woorise offers multiple products that include an online form builder, a landing page creation tool, a survey maker, a quiz maker, and a giveaway tool.
Each of these product features have their own landing page and the Call to Action is geared primarily towards that offering. For example, the Giveaway tool has a CTA that reads ‘Create a giveaway’ while the CTA on the Survey maker page reads ‘Create a survey’.
8. SweatyBetty
CTA: Shop New Arrivals
Branded ECommerce businesses enjoy high loyalty and so a good chunk of website traffic is from repeat visitors. These visitors are primarily interested in the new collection, and the ‘Shop New Arrivals’ CTA is targeted at such visitors.
However, the other significant share of traffic comes from new visitors who have a functional need. Such visitors are more likely to click on the product-oriented CTA (‘Shop Coats+Jackets’ in this case) as you see in this screenshot from SweatyBetty.
9. ViewSonic
CTA: Learn More
When it comes to product discovery, boring can be quite effective. ViewSonic caters to multiple customer segments including the education segment, workplace users, and those who are looking for personal use. The ‘Learn more’ CTA in this case is meant to be non-distracting and help achieve the objective of each of these customer segments.
10. FastSpring
CTA: Try Now
The sales cycle is typically long in the enterprise B2B segment and conversions seldom happen during the first visit. This is true in the case of FastSpring, a subscription management system, where there are plenty of factors a customer needs to take into consideration before picking the right tool for their business.
For this reason, ‘Try Now’ is an ideal Call to Action for this business. This way, the visitor understands that they are in no obligation to buy the service immediately. Instead, they could explore the features and see if it is a fit for their needs before making the next move.
11. American Marketing Association
CTA: Register Now
The American Marketing Association organizes several conferences that are attended by registered members as well as non-members. This event registration page calls out each of these different segments of attendees and directs them to the registration page that applies to them. This minimizes any confusion and helps with higher registration numbers.
12. Food & Wine
CTA: $300 on Amazon
FoodandWine is a lifestyle content portal that makes money by referring customers to eCommerce platforms like Amazon, Wayfair and Walmart.
This screenshot here is from one of their articles that lists the best outdoor grills. Against each product in the list are three CTA buttons that link the visitor to the specific product pages on Amazon and other partner websites. These CTA messages also include the price which helps the visitor make a purchasing decision even before hitting the link; thereby improving conversion rates.
13. Convertflow
CTA: Start Reading
Only a small percentage of visitors take any sort of action on your website. How do you get the others to act? Convertflow has an exit-popup that only shows up when the visitor displays an intent to exit. This could be as simple as navigating the cursor towards the browser close button.
The exit popup window showcases an irresistible offer, a lead magnet in this case that the visitor can download by providing their email address. The ‘Start Reading’ CTA encourages the visitor to enter their details and download. This way, the website has been able to turn the visitor into a warm lead for further nurturing.
14. YouTube
CTA: 1 month free
When it comes to CTAs, placement is everything. YouTube Premium offers users an ad-free video viewing experience. This promotional window shows up as soon a visitor clicks ‘Skip’ on an in-feed video ad. The ‘1 month free’ CTA further underscores the no-risk way to try out the Premium functions.
15. Flevy
Flevy is a website that offers highly researched in-depth educational content to visitors. There is plenty of free content that the website uses to bring in targeted traffic, and once here, visitors are encouraged to check out their premium content.
This screenshot is from the bottom-fold of a free content piece. The CTA is unassuming and reiterates the title of the content that is being upsold. In such scenarios, such straightforward CTAs may work better than alternative choices.
16. KFC
People enjoy KFC in different ways – you could enjoy their Famous Bowl at one of their franchise outlets, or get it delivered home, or on the drive. Each of these use-cases demand a separate Call to Action, and as any marketer will tell you, too many options can clutter and confuse the customer.
This is why the KFC homepage CTAs make so much sense. The hero banner on the top fold showcases their current promotional offer with an unmissable ‘Order Now’ button. But the real highlight of the page is the CTA on the top – a simple tick against Delivery is enough to remind the customers that there is more than one way to enjoy KFC, and lets them pick the right option before they proceed with the promotional offer.
17. BuildABear
CTA: View on Instagram
Social media plays a significant role in nurturing B2C leads. Popular toy retailer BuildABear actively uses Instagram to nurture their leads and their ‘View on Instagram’ CTA attempts to nudge website visitors to subscribe to their content on social media. By mentioning ‘Instagram’ in the CTA, the retailer also helps ease any anxiety that a visitor might face when clicking an external link.
18. Spirit
CTA: Let’s Chat
Contact Form CTAs are quite tricky, especially with large businesses. Visitors may need to reach out to the company for a number of different reasons – including regular inquiries, feedback, and complaints. Also, such customers may have a personal preference in terms of how they would like to be reached.
This Contact page covers these scenarios quite efficiently. Visitors are provided separate links to manage a reservation, or to raise complaints. While a ‘Let’s Chat’ CTA provides a friendly nudge to send a message, the visitors are also provided alternate options like SMS/WhatsApp right below.
While too many options may end up confusing the visitor, Spirit has done a good job with communicating the different choices efficiently.
19. Verizon
This screenshot from Verizon is a good example of how to handle CTAs across different user journeys. In this case, although the average visitor to the Verizon myPlan page is here to subscribe to a mobile plan, their user journey may be different. Some visitors are interested in buying a phone and a plan to go with it, while others may want to pick a plan that fits their budget first.
The various CTA options let the visitor navigate the website regardless of the journey they are pursuing.
20. ScentAir
ScentAir is a retailer of aromatic products and like thousands of other eCommerce businesses lose a significant chunk of traffic who do not take any action on the website. What you see here is a popup lead generation that offers a lead magnet – a 25% off and exclusive Black Friday deals if the visitor subscribes to their newsletter.
This is an example of why the CTA button alone is not as important as the complete package. The ‘Submit’ button is straightforward and non-distracting in order to make the discounts offer the highlight of the page.
CTA best practices
CTA’s aren’t just buttons that are added as a formality. They are a powerful tool that influences users to take action. The objective of adding CTAs across your website, social channels, banner ads, and other assets is to nudge a user’s psychological triggers.
Here are some CTA practices every marketer must know to drive conversions and achieve the desired results.
Try Using Tailored CTAs
It is worth understanding that different people may be at different stages of your sales funnel and their requirements may change accordingly. In simple words, different customers have different expectations.
While it may not be possible to do so at every stage, it is a good idea to customize your CTAs in tune with your customer’s current and past behavior. For instance, you can use CTAs like “Pair Your Recent Purchase With X Product”, or “Thanks for your recent purchase Mark, unlock a free discount coupon by clicking here”.
Create Appealing CTAs
The idea of adding CTAs is to grab your audience’s attention and dull and lackluster CTAs won’t do the job. Check out different CTA button shapes, styles, and color combinations to determine which ones work and which don’t. Do not forget to align your CTA with your brand’s tone and colors.
Keep It Simple
With attention spans lower than ever before, there’s no need to add irrelevant and extra information in your CTAs. Ensure that your CTAs are straightforward and to the point. It makes it easier for your users to know what they need to do.
Placement of CTA
You can hire the top copywriters and create the most inviting CTAs, but it will not create an impact if nobody sees it. The placement of CTAs is paramount to the success of your conversion efforts.
Some of the most popular places or sections to include CTA are:
- Top of the page just under the banner
- Middle or at the end of the home page
- Website footer
- Middle of the blog post
- Pop-ups
- Product-specific CTAs in product pages
Additionally, it is also important to ensure your CTAs are placed at relevant places without distracting your audience. Do not stuff the CTAs everywhere on the page as it impacts the user experience and can easily put off your visitors. Let’s admit it, everyone wants a clutter-free browsing experience and CTA stuffing doesn’t help the cause.
A/B Test Your CTAs
Create 2-3 versions of CTAs and monitor which ones perform well. You can adjust the different parameters including the copy, color, button shape, and CTA type to identify the ones that resonate more with your audience.
First-person Pronouns
While your CTAs must talk to your users, they must resonate with them at every stage of their journey with your brand. Use first-person pronouns including “me” or “I” to encourage them to take action and make them feel that the CTA was written for them.
Use Verbs
Always remember that CTAs are meant to drive action that pushes them to the next phase of the sales funnel. Use words like “Join Now”, “Click to Subscribe”, “Download Now”, etc and add a sense of action. This gives them clarity about what to expect once they click the CTA button.
Sense of Urgency
Your CTAs must create a sense of urgency to ensure your users act immediately. Adding phrases like “Limited Time Offer”, “Only 4 Slots Left”, and more invokes the fear of missing out (FOMO), making your CTAs more effective.
Simple, yet effective CTAs always drive conversions
We’ve talked about some of the best examples of CTAs that get their copy and design right, ranging from reducing risk, bringing the CTA to life, visual hierarchy, contrast, addressing objections, and more.
Each of these elements have a role to play in boosting your conversions, and the CTA you use for inspiration will depend on what you’re already doing and the outcomes you’re looking for.
Consider using a combination of each of these elements to improve conversions. For example, if you’re already using contrast on your landing pages, then you may want to make your CTA the next logical step.
Success in high-converting CTAs lies in testing different approaches to identify what works for you and then doubling down on that.
