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Effective CTAs that Convert

An effective CTA is the key to unlocking more conversions and winning more customers. Here are some best practices and winning examples to get you started.

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If you have ever signed up for a free trial subscription, purchased a random gadget online or downloaded an app, it is likely because you encountered a great call-to-action (CTA). The most effective CTAs do all the heavy lifting in your marketing efforts, guiding customers through the sales funnel and boosting conversions.

How do you write a truly effective call-to-action, anyway? Unfortunately, the task is often easier said than done. You only get a few words to get it right. And, when the average web user spends less than 60 seconds on a website, time is of the essence.

In this article we will highlight how to write calls-to-action that actually convert and take a look at some shining examples of killer CTAs.

What Is a CTA?

A call-to-action (CTA) is a short phrase instructing the website viewer on what to do next, whether it is to submit information, download a file or purchase a product. These phrases are often written as a command — think, “Act now.” or “Download today.” — and carry a sense of urgency that motivates the reader to take immediate action. CTAs combine design and web copy to move the user through the sales funnel.

Best Practices for Writing Effective CTAs

It is not enough to throw up an eye-catching button telling web users to click or submit. An artfully crafted CTA must follow certain best practices in order to convert. Here are four tips for writing effective CTAs:

  • Be selective. Though CTAs can be used anywhere in web copy, it is best to use only one CTA per page. This will allow readers to focus their attention and boost the chances of conversion.
  • Create contrast. No one will ever follow the instructions of a CTA if they cannot see it, which is why the design element is so important. Make sure your CTA stands out on the page by using bright colors, bold fonts, etc.
  • Add value. As with any great marketing message, a CTA should include a value proposition. How will the reader’s life improve by taking action?
  • Show relevance. Your CTA should be relevant to the content on the page, which means proper placement is crucial. Position your CTA on a page that relates to the action the reader will take. Then, make sure the CTA sends them to a relevant page, too.

7 Effective CTA Examples

A young woman in a yellow sweater speaks into a megaphone

Now that you have learned the basics of writing an effective CTA, let us take a look at a few examples. These CTAs stand out for their ability to draw the reader in and spark action, even when other content competes for their attention.

1. “Discover a Cocktail Tailored to Your Taste”

Savvy marketers know that a personalized CTA is one of the best ways to stand out on the internet. Rather than creating a generic, “Click here.” or “Subscribe now.” button, they craft a personalized CTA that offers the reader more insight into how the action will enhance their lives. When Gray Goose invites readers to, “Discover a cocktail tailored to your taste.” they create strong appeal, especially in comparison to a generic CTA like, “Buy now.”

2. “Find Out When We Have More”

The best marketing messages find a way to turn bad news into good news, and that principle applies to CTAs, too. Brooks running company achieves this goal with their CTA, “Find out when we have more.” This CTA turns the reader’s focus to the moment they can buy the running show they are after, rather than focusing on the show that is out of stock.

3. “Sign Up to Drive”

Just as CTAs should be clear about what will happen next, they should be clear about who they’re intended for, which is why Uber’s, “Sign up to drive.” CTA is so effective. Uber markets toward two types of audiences: riders and drivers. This button clearly states that this page is for drivers only, not the people looking for a ride.

4. “Start a 7-Day Trial for $7”

Today’s consumers are bombarded with invitations to sign up or get a free trial everywhere they go on the internet. Naturally then, many web users are skeptical about actually following through. (Is it really free? Do you have to enter credit card information?) Ahrefs’ CTA, “Start a 7-day trial for $7.” works because it is specific and reassuring. Users know exactly how long the trial will last and how much it will cost them, all from the CTA button.

5. “Plant That Tree!”

Click a Tree is an environmental organization that fights climate change by planting trees. Their CTA, “Plant that tree!” is effective because it stays true to their branding and creates a sense of urgency. It is more specific than simply saying, “Get started.” or, “Order now.” It invites the reader to enthusiastically join a good cause.

6. “Start Winning More”

Winning is everything in the world of gaming, and Metafy capitalizes on this desire with their CTA, “Start winning more.” This CTA is the ultimate example of creating value. It skips the generic copy and gets straight to the heart of what their readers are there for: winning more video games. The surrounding copy is similarly true to the brand, utilizing a very specific voice that works for this audience and shows a deeper sense of understanding and common ground.

7. “Show Me the Findings”

Audisense is an audience analysis tool that understands their readers need to feel in control. The CTA “Show me the findings.” puts the viewer in the driver’s seat and creates a clear value proposition. Readers know that by clicking the CTA, they will learn valuable information that could help them relate to their own website audiences.

Start Converting More Customers Now with Air360

Wordsmithing a perfect call-to-action is one of the most effective ways to relate to your audience and increase conversions. But, effective CTAs are made even better when combined with other powerful conversion tools like Air360. As Scalefast’s premier conversion rate optimization and eCommerce UX analytics tool, Air360 helps brands unlock their full conversion rate potential, generate more sales and drive revenue. Schedule a demo today to learn how Air360 can turn you into a conversion rate hero.

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