Whether you’re browsing websites, watching videos, or scrolling through your social media feed, chances are you see dozens of call-to-action (CTAs) every day. No matter how silly or serious an advertisement or message may be, all of them have something in common: they’re asking you to take some kind of action.
CTAs are what separate a basic advertisement from a successful one. A good CTA should be compelling and actionable, motivating viewers to complete the desired task. And in this article, we’ll show you how to create an effective CTA that drives user engagement and converts viewers into customers.
What Is a Call-to-Action and Why is it Important?
As the phrase implies, a CTA is an instruction or suggestion asking the viewer to do something. They come in all shapes and sizes, from “Buy Now” buttons to “Sign Up Now” forms. CTAs are used in marketing campaigns, emails, social media posts, and any other kind of advertising material to prompt the viewer to take a specific action. And when they are placed at the right time and in the right place, they can boost revenues by up to 83%!
This is why marketers and business owners need to create compelling and effective CTAs. When done right, they can convince the viewer to take action immediately and translate impressions into tangible results.
Where To Place a Call-to-Action
CTAs can be placed anywhere depending on the type of content you publish. Here are are some of the most common places to put them:
Landing Page Buttons
Ever noticed that big “Subscribe Now” or “Book a Demo” buttons at the middle bottom or top of a website? These are usually CTAs placed on landing pages to encourage viewers to take action.
Popups have become a popular way to capture attention and show pertinent information. They can be used to display CTAs, but they can also be annoying and intrusive if done improperly. So use with caution!
Social Media Post Captions
Aesthetic images on IG and Pinterest, and short clips on TikTok do not usually have much room for CTAs, but clever captions can do the trick. Many brands and public figures would simply add a link to their bio or website in the post’s caption to incentivize viewers for more information.
Email Subject Lines
That’s right. Your email’s subject line can be the CTA itself. This is a great way to create urgency and let the recipient know what they can expect from the email content.
At the End of Blog Posts
Blog posts are viewed by readers with different intentions, and some of them may be ready to act right away. Placing CTAs at the end of blog posts gives readers the opportunity to take further action without having to search for it.
YouTube Video Content & Description
Finally, CTAs can also be included in video content, either on the video itself or in its description. For example, a YouTube video can include an annotation linking to the website or a specific offer. The video’s description can also include links or coupon codes as an added incentive.
How to Write a Call-to-Action
Now that we’ve discussed the basics of CTAs and where to place them, let’s look at some best practices for creating effective ones.
Determine Your Goal
Just like with any other marketing strategy, you need to define a goal before creating your CTA. What do you want the viewer to do? Do you want them to subscribe, buy a product, or share the content? Establishing a goal makes it easier to craft your CTA and track its performance.
Break Your Final Goal Into Small Steps
If you have a major goal that a single post or CTA cannot accomplish, break it down into smaller ones. This will allow you to guide viewers through different stages as they become familiar with your brand and decide to take further action.
For instance, if you have a new collection of custom apparel for the season and you want to get people to buy, a good strategy would be to start with ads that feature CTAs asking viewers to stay tuned to your website for upcoming product launches. As the collection is unveiled, use CTAs that funnel interested customers to the checkout page or social media campaigns that drive people to the online store. You can also have a separate landing page wherein the main CTA is to purchase a product from the collection.
Start With a Command Verb
Effective CTAs should be actionable. Thus, it is important to start them with an action verb that encourages viewers to take action. Some examples are: “Discover”, “Join”, “Sign up”, “Learn More”, and “Start Now.” Just make sure that the verb is appropriate to your goal and use it in a way that won’t make the whole marketing message too salesy or pushy.
Use First-Person Language
When crafting your CTA, use language that speaks to the viewer directly. For example, “Experience Our New Collection Today” and “Sign Up Now For Your Free Trial”. Your potential shoppers would want to feel like they’re conversing with an actual person or brand, rather than a generic entity.
Make It Stand Out
Whether your CTA is part of a social media post caption or it’s in an entirely separate landing page, make sure that it stands out from the rest of the content. For the former, you can use emojis to direct viewers’ attention to the CTA. For the latter, use contrasting colors and strategic placement of your call-to-action message or link. You can also create special CTA buttons that are unique and attractive.
Don’t Compromise Your Call to Action
As you make it stand out, don’t forget to keep your CTA relevant and specific. It should be crystal clear what the viewer can expect after clicking on it. Do not include links that aren’t really related to your goal, even if this means you have fewer options for the user to choose from.
For instance, if you posted about a new product and the main CTA was to “Discover Now,” it wouldn’t be a good idea to include links for other products or your website’s homepage in the same post. Doing so would only confuse viewers and make them less likely to take action.
Effective Call to Action Examples
Still need some help in coming up with a great CTA? Here are some effective call-to-action examples reviewed by ReferralCandy:
- “Refer a Friend, Get $25” (Amuze)
- “Claim Your Free Trial” (Treehouse)
- “Swipe up to save” (ALO Moves)
- “‘Put your money where your mindfulness is…treat yourself to 10% off” (EarthHero)
Here’s to Creating Strong CTAs that Convert!
We hope that these tips and tricks have given you a better understanding of how to create strong CTAs that convert. Keep experimenting with different methodologies and see which one works best for your goals. With the right approach and careful testing, you can maximize the potential of your CTAs and have a successful campaign. Good luck!
For more e-commerce tips and tricks, check out our blog!