Comment créer un appel à l’action (CTA) convaincant qui motive votre public à passer à l’action ?

To create a compelling call to action (CTA) that motivates people, follow these steps. First, use words that tell them what to do, like "buy now" or "sign up." Keep your message short and convincing, showing them how they will benefit from taking action. Make it urgent by saying there's limited time or availability. Personalize the CTA to fit their needs and wants. Use buttons or bright colors to catch their eye. Try different places and styles to see what works best. Lastly, test and improve your CTAs to make them even better.

In my experience you should also lead to it. A random CTA hanging in the middle out of no reason will not get clicked. Introduce it shortly. Context helps to do the right magic.

Crafting a compelling CTA starts with clarity. Use concise language that directly communicates the desired action. ⁣ ⁣ Clearly articulate the benefits users will gain, whether it's making a purchase, subscribing, or downloading. Avoid jargon and ambiguity, ensuring that visitors understand the value proposition immediately.⁣

Instill a sense of urgency to prompt immediate action. Employ phrases like "Limited-time offer" or "Act now" to convey a time-sensitive opportunity. ⁣ ⁣ Countdowns, timers, or exclusive promotions create a psychological push. However, authenticity is key—avoid overused urgency tactics and ensure the offer aligns with the audience's needs.⁣

Use counters close to your CTA, it is better to be honest with your audience. Real-time counters actually give best result. Don't try to make up numbers or so, instead you can adjust your offer. Instead of telling them "5 seats left" (that not being true) you can just open 5 seats and tell them "just 5 seats available."

In addition to keeping your brand, contrast, and accessibility in mind when designing a call to action (CTA), it is important to remember that colors may inherently carry particular meaning or evoke certain emotions. For example, red is a bold color associated with importance and passion, but also of warning and danger. For that reason, red is often used in “error state” messages or calls to delete, remove, or cancel. By contrast, green is often utilized in “success state” messages or buttons. Exposure to the color green is associated with nature, stress reduction, and safe passage. That being said, it’s also important to consider how color symbolism may vary across cultures, so always keep your target audience in mind.

CTAs are used when you want your audience to take action on something like clicking a link for more information, download a resource or make a purchase. As long as your goal is ethical, do the following to invite action👇 ✅ Start with an action verb - download, subscribe, call now, etc. ✅ Use emotional appeal - E.g. ‘Plan your dream vacation!’ Notice the exclamation mark at the end. ✅ Tell what’s in it for them - Better life/career choices, increased savings? ✅ Use FOMO - Use the scarcity principle ethically: Limited time offer, Hurry, before it’s over, etc. ✅ Add numbers if possible, preferably odd (they work better as per research). ✅ A/B Test - what works for one may not for another, so test and see results. All the best 👍

CTAs also lead, not only to buy. But to take your audience by the hand during their journey. Take them to the next step, and so on.

O CTA tem que passar a ideia da Transformação, e não da Jornada. Quero dizer: Ninguém compra "fazer abdominais". Compram "barriga de tanquinho". É importante ter esse mindset ligado quando for criar seu CTA: chame para a ação que oferece uma mudança. Exemplos: "Quero ter um Consultório Lotado" costuma performar melhor que "Aprender Marketing para Consultórios".

Além de tudo que foi falado no artigo (linguagem, urgência, técnicas de design), acho que o mais importante é: venda a transformação que seu produto/serviço trará na vida da pessoa, e não a jornada que ele percorrerá até lá. Lembrem-se: Ninguém compra "fazer 3.000 abdominais". Compram "ter a barriga de tanquinho".