The more information you can provide your potential customers with your CTA, the better it will be for all parties involved. You can let your audience know what to expect when they click on your ad, and you can help dissuade the wrong users from clicking by means of a clear and direct message. While it is also important to understand what industry-specific phrasings or messaging your potential customers would respond well to, the CTA tips below are equally valuable.
How You Can Improve Your Calls-To-Action
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Elisa Gabbert shared some examples of creative CTAs in a blog post if you are looking for some additional inspiration, while Dan Shewan examined what makes some call to action examples so effective in a separate post, so do your research!
Buttons are eye-catching and clean, making them a simple way to improve conversions. We recently did some testing and learned that using a button-based CTA increased our click-through rate by 28% over a link-based CTA.
The entire goal of your email is to get someone to click on your primary CTA button, so any other details need to take a back seat. Try using gray-scale buttons or matching colors for any secondary CTAs.
You would think that showing a call-to-action button on your site would boost conversions versus not showing it right away, right? Kimberlysnyder.net recently did an A/B test in which they required you to watch a sales video before showing you a call to action button.
Another great tactic that sites like TimothySykes.com use is that they add special effect to their CTAs. From making the call to action scroll with the user to having it wiggle to draw attention, you can do many things to boost your click-throughs.
A great way to make your call to action stand out is to place nothing around them. Whitespace can be your friend as it can help make your button stand out. You can do this through the following steps:
Design agency, Black Illustrations prefers to use multiple CTAs in their email marketing. You can run your own test on this strategy, but it makes sense to include a few secondary call to action buttons if you have a relatively long email. Black Illustrations also adds a hyperlinked CTA to further help guide users to take action.
You should absolutely always include a CTA button on your ad campaigns in addition to using a CTA in the headline and/or description copy, too. Users intuitively are more likely to click when they see that button prompting them to take action without even realizing it.
We recommend testing out your CTA buttons using our internal split test engine to see which your audience responds to. This will allow you to test every possible combination of CTAs, and allow you to easily determine which is giving you the most conversions for the cheapest price.
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Think about it: If you hadn't been drawn in by the copy or design of the CTA or been guided so eloquently through your sign-up process, you would probably use a lot fewer apps and websites than you do now.
Not all marketing campaigns use the same types of CTAs since there are several tactics you can use to guide your audience in their journey. For instance, a marketing campaign with the goal of gaining more newsletter subscribers might utilize a form submission while a campaign enticing users to "learn more" may include a button.
By far the most common type of CTA, buttons are icons with an actionable phrase written in them that entices users to click and take further action. Button designs can vary based on the brand style and goal of the campaign, but generally, your button should have a high-contrast color so it can stand out on the page.
A pop-up is a CTA in a small window that suddenly appears on the page. Since users often tune out static CTA buttons and forms, pop-ups can be a great way to communicate an offer or entice users to sign up for your service. Many websites also use exit intent pop-ups, which are triggered when users are about to leave the site.
One of the perks of using HubSpot is the wealth of free resources they offer. This slide-in CTA found in an article discussing marketing intelligence, demonstrates how a well-placed CTA can improve user experience.
Offer a free resource that is directly related to the topic of the article it appears on. On HubSpot's CTA, readers can finish the article and then download the guide with templates to get started making a marketing kit of their own. (Click here to learn how to add slide-in CTAs to your blog posts.)
Their CTA is an overlay that appears when you start scrolling down their site. While many would quickly click out of the pop up, the language Glossier chooses makes you want to stick around. "Let's take this to your inbox" is a clever way to ask folks to sign up for your newsletter. If you're down to join simply click "i'm in" and you're done.
Use clever phrasing and imagery that makes your brand more relatable and entices people to take action. Glossier's CTA, for example, includes an image of a model wearing the brand's makeup which makes it even more appealing.
The dark blue CTA pops against VRBO's white background, drawing the reader in. Then the "discover your escape" button adds a touch of adventure for those who may be interested in renting a vacation home.
Streaming giant Hulu went for a dramatic approach with this CTA. The dimmed background shows off all its television and movie offerings, while the green and white text of the CTA draws your attention to the promotion.
The CTA button states "share your knits #woolandthegang" which encourages customers to share what they've made using Wool and the Gang products, working as both brand promotion and customer engagement.
You can create your own slide-in CTA using HubSpot's marketing tools. After designing your CTA using our templates, create a HubSpot account. Go to Marketing > Lead Capture > CTAs in your HubSpot account and follow the CTA instructions here.
Not only can you get a visitor's attention with a stark contrast in color, but you can use language in your CTA that entices them to click. Consider using "Try for Free," or something similar in your CTA that removes the risk for potential customers.
Mindful of these additional design components, the folks at Square used a single image to showcase the simplicity of using their product, where the hovering "Get Started" CTA awaits your click. If you look closely, the color of the credit card in the image and the color of the CTA button match, which helps the viewer connect the dots of what to expect if/when they click.
This page took a minimalist color scheme, but incorporated two CTAs with the same color button that direct visitors to the same landing page. If your page has a clean, minimalist design consider trying two CTAs with different text to draw visitors in.
The call-to-action above was created using HubSpot's templates. Consider introducing a sense of urgency for website visitors by using scarcity in your CTA. You can use phrases like "limited time offer" or "get today's deals" to motivate visitors to take the desired action.
Use language in your CTA that grabs the visitor's attention or speaks to a pain point they may be having. The case above uses SEO, but you could use something like "Having trouble converting leads?" and then position your service as the remedy. (Click here to learn how to add slide-in CTAs to your blog posts.)
Personalization works wonders for establishing a connection with visitors. Consider implementing a CTA that suggests a personalized experience for visitors based on the product or service you offer. For example, you could say "Explore plans that fit your budget," or "choose a design tailored to your brand."
What's more, once you click into that CTA, the website turns into a sort of choose-your-own-adventure game, which is a fun call-to-action path for users and encourages them to spend more time on the site.
Great for travel companies and creative firms, CTAs like Humboldt County's lure readers in. If your brand has some creative leeway, use it. You could try a phrase like "find your next adventure," or "plan your trip."
Exit CTAs, also known as exit intent pop-ups, are different from normal pop-ups. They detect your users' behavior and only appear when it seems as though they're about to leave your site. By intervening in a timely way, these pop-ups serve as a fantastic way of getting your reader's attention while offering them a reason to stay.
Want to sign up for Pinterest? You have a couple of options: sign up via Facebook or via email. If you have a Facebook account, Pinterest wants you to do that first. How do I know? Aesthetically, I know because the blue Facebook CTA comes first and is much more prominent, colorful, and recognizable due to the branded logo and color. Logically, I know because if you log in through Facebook, Pinterest can pull in Facebook's API data and get more information about you than if you log in through your email address.
Use gamification in your CTA to persuade visitors to explore your site further. They may not know specifically what they are looking for or how your company can help. Creating fun prompts can help visitors find what they are looking for.
As you scroll through the General Assembly website, you'll see CTAs for various courses you may or may not want to sign up for. I'd like to point your attention to the CTA that slides in from the bottom of the page as you're scrolling, though, which suggests that you subscribe to email updates.
Know your audience and allow them to test drive your service. Tap into their needs and interests and include them in a CTA to help them navigate to what they need faster, risk-free. It could be something like "get started for free," "download templates for free," or "try for free."
Create a cohesive look that appeals to your audience and aligns with your brand voice. Play with fonts and colors that compliment each other and are pleasing to the eye. Keep the CTA simple with a "shop now," or "download now" button. 2ff7e9595c
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