If the answer to either of these questions is "Yes" then you're in for a treat! In this article, we discuss everything related to calls-to-action: what they are, why they're important, and how to craft them effectively.
Once you learn how to create winning calls-to-action, you'll see a lot more success with your marketing and sales initiatives, guaranteed.
A call-to-action (CTA) is a suggestion of sorts that tells an internet user, website visitor, email reader, etc. what to do after consuming a specific piece of content. For example, a website visitor might be greeted with a "Buy Now" button after reading a sales page. Once clicked on, the "Buy Now" button would take them to a digital shopping cart or payment page.
There are many different kinds of CTAs. Here are a few popular ones:
There are plenty of other calls-to-action as well. In fact, if you want your digital audience to do something — anything — you can create a CTA that encourages them to do it.
We've covered what CTAs are, but what's their purpose? In other words, why are calls-to-action important? While there are many reasons, here are the two most important:
If you don't tell your audience what to do next, there's a good chance they won't do anything.
Think about it: without a "Buy Now" button at the end of your sales page, your potential customers won't know how to get their hands on the awesome product you just described. Without a "Read Now" link in your email, your subscribers won't know where to find your new blog post. And if there's any confusion at all, 99% of people will simply click away.
You worked hard to drive traffic to your site, build up a substantial email list, craft the perfect ad copy… Don't let your efforts go to waste by not creating an effective CTA.
Piggybacking off of our last point, effective calls-to-action lead to greater business success. If the folks who read your company's sales pages and consume its content never purchase anything, you won't be able to boost revenue. No revenue, no business.
CTAs are the secret sauce to making money online.
(Side note: CTAs are used offline too. The billboard that says "Call this 1-800 Number Now" is using a CTA. The process for following through on the call is just a bit different.)
If you want to grow your business, make more money, and achieve greater success, you have to learn how to craft effective CTAs. Fortunately, that's what the rest of this article is about!
That's the million dollar question, right? Knowing what a call-to-action is and why CTAs are important is one thing. Knowing how to craft them effectively is another. In this section, we share seven best practices to help you craft highly clickable calls-to-action for your business.
We're talking about calls-to-action here. So it makes sense that the best CTAs use action-oriented words and phrases. What do we mean by that? Here are a few examples:
No matter what action you're trying to get your audience to take, use action-oriented words in your CTAs and you'll find more success. Here's a great example:
Action-oriented words are great; too many of them are not. In fact, too many of any kind of word, action-oriented or otherwise, is a major CTA mistake.
So keep your calls-to-action concise. How concise? We recommend somewhere between two and five words. This will give you enough space to entice your prospect and encourage a click, without rambling on and on for ages.
If you absolutely must have more text than the suggested amount, consider using "Bonus Text", i.e. text that goes below your CTA button or link and offers more information. For example, your call-to-action could read "Give [Product] a Try". Below that, you could have text that says something like "It's completely free for the first 30 days!"
This technique will allow you to keep your CTAs short while still communicating the vital details. See how T-Mobile does this below:
Here's the thing, the people that visit your website, read your emails, and watch your videos only care about one thing: themselves. Don't get too bent out of shape, you're the same way. We all are. When we look at products or read informational blog posts (like this one) the only thing we're thinking about is how it will benefit us.
That's why 1st person CTAs perform so much better than their 2nd and 3rd person counterparts.
Superstar copywriter Joanna Wiebe adjusted Schedulicity's call-to-action from 3rd to 1st person (plus made it a little more personal) and scored a 24% bump in effectiveness!
You've loaded your call-to-action up with an action word or two, made sure you didn't exceed the five word limit, and even used 1st person phrasing. Congrats, sounds like you might have a real winner on your hands. But if no one sees your CTA, it won't matter.
Design plays a crucial role in the success (or not) of your CTAs. Before commiting to a call-to-action, make sure it has the following elements:
The way your CTA looks matters. Don't spend all of your creative energy writing your call-to-action and then have nothing left for the design portion. Be like KlientBoost:
Where you put your call-to-action is almost as important as the CTA itself. Many CTAs should be placed above the fold, i.e. in a spot that can be seen without having to scroll down the web page. CTAs that ask folks to sign up for a company newsletter or offer a free incentive are generally most effective above the fold.
But other calls-to-action, the kind that ask potential customers to make purchases, for example, are better left below the fold. Imagine being asked to purchase a product before you've even read the sales page. It's a bit of a turnoff.
Understand what you're asking folks to do and then put your CTA in the place that best facilitates this action.
You could follow all of the best practices in this article. You could research the junk out of CTAs and follow every best practice on the internet. But until you test your CTAs in a real-life scenario, you won't actually know if they're successful or not. Which means it's time to start A/B testing.
An A/B test is an easy way to determine the effectiveness of your calls-to-action. Simply create two identical CTAs, then change one (note: only one!) thing about the second version. You could, for example, adjust the color of the second CTA while keeping everything else the same. Then drive traffic to both CTAs and determine which performs better.
Anything and everything about your CTAs can be tested. Button shape and color, text, placement, surrounding imagery, etc.
Finally, don't overdo it and place six different (keyword being different) CTAs on your web pages or in your emails. This will only confuse your audience. Instead, choose one action you want your website visitors and email subscribers to take, then dedicate your CTA to that purpose.
Now, that doesn't mean you can't use multiple CTAs. It might be beneficial to include a CTA in the middle and end of a long sales page. But both calls-to-action should encourage folks to do the same thing and lead to the same place.
The effectiveness of your calls-to-action will play a large role in determining how successful your business will be. Because of this, it's important to get your CTAs right! Fortunately, you now know exactly how to craft winning CTAs. Just follow the seven best practices we outlined above:
Now that users can include CTAs with the content they create in CloudApp, you can take what you've just learned and supercharge your marketing and sales efforts.
Joe is VP of Corporate and Demand Marketing at Scorpion. He is also the CMO of Stockchain Global and Advisory Board Member at Ylixr. He has over 12 years experience managing various areas of marketing including research, media buying, social, and overall strategy. His analyses have been featured in the New York Times, Wall Street Journal, CNBC, Associated Press, and Forbes. Joe holds a BSc in Finance and MBA in Strategy & Marketing from the University of Utah. He also has an Executive Degree in Entrepreneurship and Innovation from the Stanford University Graduate School of Business.