Your CTA should communicate the value and urgency of your offer in a clear and compelling way. Avoid vague or generic phrases like "Click here" or "Learn more" that don't tell your visitors what they will get or why they should act now. Instead, use action verbs and benefit-oriented words that highlight the desired outcome and the problem you are solving. For example, "Start your free trial today and get access to all features" or "Download the ultimate guide to landing page optimization and boost your conversions".
1. Use action-oriented Language: Start your CTA with a strong verb that prompts immediate action. Words like "Buy Now", "Free Download" can be effective in getting users to take action 2. Highlight the Value and Benefits: Clearly communicate the benefits that users will receive by taking the desired action. e.g. Free Download, % OFF, solution to the problem, etc 3. Be Clear and Concise: Your CTA should be straightforward and easy to understand. Use concise language that gets straight to the point, ensuring that users know exactly what to expect when they click. 4. Strategic Placement: Position your CTA prominently on your webpage where it's easily noticeable and accessible,
CTAs must be explicit. They should speak to whatever the action is and what happens next. They shouldn't be vague like "Submit," for example. Submit what? Even if other copy on the page talks about what's being submitted, it needs to be in the CTA also right at the moment when users are clicking the button to take the final action.
1/ Understand Your Audience: Tailor CTAs to their pain points. First-time visitors? Use "Get Your Free Trial" Returning customers? "Upgrade Now" 2/ Compelling Language: Use strong action verbs like "Start" or "Discover." Highlight benefits: "Get Your Free eBook to Boost Skills." Create urgency with phrases like "Limited Time Offer!" 3/ Design: Make it stand out with contrasting colors and clear placement. 4/ Testing: Regularly A/B test different versions and track metrics like CTR. Examples: "Try It Free for 30 Days!" or "Join Our Community!" Keep it clear, urgent, and benefit-driven.
The CTA on your website serves to tell your website visitors what they are supposed to do on a particular page. This should be very clear and they should be able to answer this easily. The wording of your CTA should be from a visitor's perspective rather than your company's perspective. Most times I put myself in the visitor's shoes and try completing the sentence "I want to...". When writing a CTA, we should emphasize the importance or benefit of taking that action. For example, let's say you're designing a website for an NGO for internally displaced children and you want your website visitors to make donations to your cause, rather than using "Make a Donation", as a CTA, you can use "Donate to End the Suffering of Children"
Your website's CTA is like a mini-guide, telling visitors exactly what they should be doing on a page—it's gotta be super clear so they get it right off the bat. Think like a visitor, not the biz. I often step into their shoes, finishing the thought "I want to..." to nail the wording.
Your CTA should be consistent with your headline and content, and match the stage of the buyer's journey that your landing page targets. For example, if your headline promises to teach your visitors how to create a strong CTA, your CTA should offer them a relevant resource, such as a checklist, a webinar, or a case study. If your headline introduces your product or service, your CTA should invite them to try it out, request a demo, or get a quote. Make sure your CTA supports and reinforces your main message and value proposition.
Your CTA needs to vibe with your headline and content, hitting right where your visitor's at in their journey. If your headline's teaching about CTAs, offer a sweet checklist or webinar as your CTA. Selling a product? Your CTA should be all "Try it out" or "Get a demo." Ensure your CTA boosts your main message and value, making it a no-brainer click for your audience.
If your copy goes on about A and your CTA promotes something different i.e. B - then your CR% will probably be lower than what they should. The user needs to feel motivated so that it isn't distracted to even consider he/she wants to click on a CTA or not. Remember that more than promoting, you shouldn't add anything that distracts the user i.e. strange graphics; odd fonts; etc
Your CTA should be easy to spot and click on your landing page. Use contrast, size, shape, and whitespace to make your CTA button or link stand out from the rest of the page elements. Choose a color that complements your brand identity and creates a sense of urgency, excitement, or trust. Avoid using too many colors or styles that can distract or confuse your visitors. Make sure your CTA is large enough to be legible and clickable on any device, but not too large that it overwhelms the page.
Um CTA precisa parecer um CTA. Cor chamativa, formato apropriado e posição correta. CTA não tem segredo, aplicamos isso desde a Grécia antiga! Evitar a confusão visual na peça como um todo ajuda a identificar e chamar a atenção para seu CTA. Seja ele um botão, uma frase ou apenas uma imagem, crie toda a peça pensando nele.
It is good to have a main CTA in a contrasting color compared to the rest of the page. It is also beneficial for secondary/ghost CTA buttons to still have a darker background than the page itself. If the page is white, consider a light grey background.
Make your CTA pop on your landing page! Play with contrast, size, and space to ensure it catches the eye. Pick a color that screams your brand and vibes with the action you want—be it urgency or trust. Steer clear of a rainbow mess or funky styles that might just baffle your peeps. And yeah, size matters—make it big enough to tap easily on any gadget, but keep it cool so it doesn’t take over the show.
Visibility is Key: Ensure your CTA doesn't just blend in. Utilise contrasting colors and bold typography to make it leap off the page. Conciseness Counts: Your directive should be crisp—think "Buy Now" or "Add to Cart." Straight to the point. Be Stage-Aware: Tailor your CTA to where your prospect stands in their buying journey. Understanding their phase can transform a general prompt into a resonant nudge towards action.
Your CTA is not a one-size-fits-all solution. Different audiences, offers, and goals may require different CTAs. That's why you should test and optimize your CTA to find out what works best for your landing page. You can use tools like Google Optimize, Optimizely, or Unbounce to run A/B tests or multivariate tests on your CTA elements, such as the wording, the color, the shape, the placement, or the number of CTAs on your page. Analyze the results and use the data to improve your CTA performance and conversion rate.
Avoid multiple CTA’s on the one page with the same importance. Your content should be tailored to a purpose with one prominent CTA. For example. On a product page the prominent CTA will be the “add to cart” additional CTA’s that should not be as obvious could be the add to wish list or check size etc. when running A/B tests, try to run one test in the same area at a time with multiple variants. Running multiple tests in the one area can skew data.
A/B testing button colors is not useful. Just pick a contrasting color. Testing the copy of a CTA is more useful, try iterating on your copy until you find the best for that moment and retest every few months to see if that version is still the best. P.S. Google Optimize is sunset, don't use that ;)
Less is more. And each page should have one job. Similarly, each page should have one single call to action. Then you want to run tests to see what elements you need to promote/change/enhance on your landing page. There are quite a few elements that affect CR% so make sure you have the correct tests, measurements and signals in place to avoid deleting what works.
Your CTA can be more persuasive and effective if you add some social proof or urgency to it. Social proof is the evidence that other people have taken the same action or benefited from the same offer, such as testimonials, ratings, reviews, or social media mentions. Urgency is the sense that the offer is limited in time or quantity, such as countdown timers, stock indicators, or exclusive deals. Both social proof and urgency can increase your CTA's credibility and appeal, and motivate your visitors to act faster and avoid missing out.
Or add what is about to happen on the next page + and the benefits. It really depends from what products/services and customers you are selling to.
Before someone buys your product or service, they have to first buy your message. Creating a solid CTA first begins with top-notch content and website UX. • Your content should be engaging, informative, and tailored to your target audience's needs. It should address pain points and offer valuable solutions. • Your site should be user-friendly, visually appealing, and optimized for performance across different devices. It's crucial to have clear navigation, an intuitive layout, and fast loading times. By providing quality content and a solid UX, visitors are more likely to trust and engage with your brand. These are the foundations to then craft a compelling CTA that aligns with your content and prompts users to take a desired action.