A call to action (CTA) is an essential element of online marketing and conversion rate optimization. An effective call to action guides visitors to take a desired action on your website, such as subscribing to a newsletter, downloading content, or making a purchase.
In this comprehensive guide, we will explore everything you need to know about optimizing calls to action for higher conversions.
What is a Call to Action?
A call to action (CTA) is either text, an image, or a button that prompts website visitors, email subscribers, social media followers, and other digital channel users to take action. The purpose of calls-to-action is to encourage conversions — getting users to take the next step towards an eventual business goal.
On a website, common calls to action include phrases like:
Start Your Free Trial
Sign Up Now
When strategically placed throughout websites, blogs, emails, ad campaigns, social media, and more, CTAs allow you to guide visitors along their journey from casual audience to highly engaged customer.
Types of Calls to Action
There are several types of calls to action that fulfill different purposes:
1.Click-Through CTAs Click-through CTAs direct users to another page or source of information through a link. Their goal is to encourage a click to a relevant page or resource.
Subscription CTAs Subscription CTAs collect contact information from users through signup forms. Email signup boxes and calls to “Subscribe to our Newsletter” are common examples.
2.Purchase CTAs Purchase CTAs focus specifically on ecommerce sites. As the name suggests, they aim to drive sales and get visitors to buy products online.
Informational CTAs Informational CTAs offer visitors content or resources for free in exchange for contact information. Common examples are offers for checklists, ebooks, whitepapers in exchange for downloading them.
3.Event CTAs Event CTAs drive registrations to webinars, live streams, conferences and other online or offline events. They build interest and awareness of events.
Writing Effective Calls to Action
When writing CTAs, keep these best practices in mind for optimization:
1.Be Clear and Concise
Clearly state the value to users from taking action in as few words as possible. Avoid vague or confusing language.
2.Use Action-Driven Language
Leverage action words that drive momentum like “start”, “get”, “subscribe” instead of passive words like “are” or “have”.
3.Offer Something of Value
Whether it is free content, a discounted price, exclusivity, or something else, articulate real value that resonates with your audience.
Convey Urgency or Scarcity
Trigger FOMO by conveying limited-time offers or inventory that may soon run out from high demand. But don’t exaggerate.
Optimization Tips for Calls to Action
Follow these tips to further optimize the impact and performance of your CTAs:
Place CTAs inline with content, at the end of blogs, in sidebars and site headers. Don’t restrict them only to footers.
Use Contrasting Colors
Make CTAs stand out visually on the page by using contrasting colors, arrows, borders or highlighting.
Keep them Above the Fold
Place key CTAs above the fold so users see them immediately without needing to scroll down.
Use Popups Sparingly
While popups and overlays do increase opt-ins, don’t overdo it. Too many popups lead to banner blindness over time.
Keep signup forms short, only asking for essential information. Too many fields leads to drop-offs.
Lead Users Along
Map out a customer journey and utilize different CTAs to guide visitors through each conversion funnel stage.
With increasing mobile traffic, ensure CTAs are easy to notice, read and click on mobile devices.
A/B Test Variations
Try different CTA versions, experiment with placement, copy, colors and design to determine what performs best.
Leverage analytics to track CTA click-through rates and conversion rates. Define key metrics and optimize accordingly.
Calls to action play a pivotal role in driving conversions and leading visitors along to become engaged customers. By following the strategies outlined here around writing copy, optimization best practices and user experience principles, you can boost the effectiveness of your CTAs.
Remember to tailor messaging to emotional triggers and offer real value to connect with audiences. Utilize tools for placement testing and analytics tracking to double down on what works.
With compelling, strategically-positioned calls to action, you will transform more visitors into high-value customers. So what are you waiting for? Start optimizing your on-site and online CTAs today!