Call to Actions Designed for Conversions

Digital Marketing, RP  |  September 8, 2021   | Ashton Principe

Have Clear Call to Action Buttons

What are Call To Actions?

It’s time to talk about the details of your site, one of the most important being your call-to-action buttons. These buttons are what prompt people to go where you want them to. Think of them like a little hypnosis tool to guide your customers where you want them to go. A call-to-action (CTA) button is short, to the point, and prompts your customers to make an order or contact you for a request or a sale.

How do CTAs help?

A call-to-action can get the ball rolling a little faster in comparison to waiting for the customer to find your sales or contact page on their own. A call-to-action is as simple as the name suggests, it’s a button that promotes the customer to see the suggestion and take action towards it. It’s cues the customer into where to go next.

Why Call to Action?

Increase Conversions

So, why do you need a call-to-action button? Well, you may have already convinced the person viewing your site with your stunning introduction video, and now you need to push them over the edge. The call-to-action button is the final step to closing the deal with your customer without you actually having to do any of the sales work. 

Use a CTA to its Full Potential

However, in order to gain all the benefits from a call-to-action button, you need it to be more than just a simple “sign up” button. You need to grab attention from your customers and lead them on their journey around your website. You need to not only tell your audience what they should do next (sign up), but also why they should do it. This “why” is the extra push of motivation that the customer needs to make up their mind.  

How Long Should It Be?

Keep it Simple 

Often your call-to-action button is only a few words long and less than a sentence. It can be longer if you want, but keep in mind what we talked about earlier with taglines and videos, shorter is better. A customer won’t read a whole dissertation on why they should take the plunge with your company.

Appoint a Response

Call-to-action buttons are best when to the point and aimed at eliciting a response from the customer. You want them to jump into action, not be slowed down by reading the button. If your call-to-action button becomes too long, it’s more of an informational blurb. There’s a place in your website for information, but it isn’t here. 

CTA Examples

The best way to explain a good call-to-action button, is by showing you some examples. Here are 10 of my favorites. 

1. "Learn More"

This is a simple, but effective call-to-action button if used correctly. This is best used when you state a shocking or interesting fact about your product or service. Your customers will then be searching your page for more information on this fact until they see the obvious learn more button. From here, they’re only one click away from discovering more about your brand and one step closer to purchasing a product or service from you. This can also be used in conjunction with sales. Everyone loves a good sale, so more people will be tempted to “learn more” about the products in the sale you are hosting.

2. "Shop Now"

"Again, simple and to the point. This call-to-action button also instills immediacy in your customers. They’re instructed to click now, rather than wait for the perfect moment. This can also be a great choice of call-to-action button to place after a sale is mentioned. Your customers will want to feed into their desires right away and jump on a sale when it is offered. “Shop Now” gives them the immediacy you need to motivate them to buy. 

3. "Create (blank)"

Call-to-action buttons that say “Create ad” or “create profile” inspire action and give a clear why to the action. The word “create” motivates your consumer to act on their own volition, as creating is a very personal process. It also lets your customer know subconsciously that they are in control. They have the power to create their profile, not just sign up for one. These may seem like strange mind-tricks, but really call-to-action buttons are just rooted in psychology and how the human brain responds to immediate suggestions. 

4. "Buy Now"

Again, this creates immediacy in the customer. It’s similar to the “shop now” call-to-action we discussed earlier, except that the “Buy Now” call-to-action is formulated for a specific purpose. This can be great at the bottom of an informational page about a product or service you offer. The customer will have already read through your entire description and copy and now has the immediate option to go with their gut and buy the product or service, you just nudged them along the way.

5. "Sign On"

This phrasing can sometimes be more inviting than “Sign Up”. This is because it makes you feel like you’ve been offered something. You’re “signing on” to a team, or so it feels, rather than just “signing up” for another product or mailing list. The simple change from “sign up” to “sign on” adds a strange humanity to a simple call-to-action.

6. "Get the Details"

This call-to-action is less pressure than the former ones. You’re not required to buy or commit to anything just yet. It can be great for getting people to join your mailing list. From your mailing list, you can rack up a good consumer base and start making regular sales. It’s all about small steps. 

7. "Try it Free"

Everyone loves a good, free deal. Even if your trial period is short, having one and advertising it in a call-to-action button can be a great way to start gaining clients and momentum. Often customers will jump on a trial period, and then stay with the site even after it ends. This is an easy action for your customers to take and one that they will most likely be more than willing to make. 

8. "Get Started"

This call-to-action leaves no time to think. You’re immediately thrown into the world of the site you’re visiting and encouraged to start using the website. This can be appealing to users because there’s no option to say no. The customer knows that if they click the button, they’re in for the long-haul. This can be an enticing motivator to sign up.

9. "Install"

Simple, easy, and straight-forward. With this one word, customers are alerted that the next step is right there waiting for them. There’s also not a weight of monetary compensation on their shoulders. It costs nothing to click the button and see what happens. 

10. "Find (blank)"

Whether this is “Find Jobs”, “Find Information”, or any other variation, this call-to-action tells your customers exactly what they’re looking for. Like a treasure hunt, you lead them right to the buried treasure by pointing them in this right direction. They also still keep some autonomy in the transaction as they are the ones “finding” the information.

Which To Choose?

Don't Settle for One CTA

Home Page Variety

With so many variations of call-to-actions out there, it can be hard to just choose one. Luckily, you don’t have to. In fact, you should have more than one call-to-action on your page. For one, make sure there’s a call-to-action on your homepage. Since this is the first page your customers see, they will want some direction on where to go next, nudge them.

Use Call to Actions Throughout Your Site

Have more call-to-actions on each individual page to act like a map to your site, leading to where you want the customer to go next. Strategically placed CTA’s will increase your chances of a website visitor clicking on your site. For example, our eyes are drawn to the top right-hand side of the navigation portal on your homepage. Make sure to use this to your advantage.

Focus Designs Around CTAs

Try to make CTAs a part of your design of your website. Have a compelling home page with CTAs incorporated into the mix. You want the CTAs to stand out, but to still be inviting. Use call-to-actions that blend in with your color scheme, but pop out with a frame, for example. They aren’t bright red stop signs, but instead inviting yellow signs that tell you to slow down and come this way. Make them places that your audience will want to gravitate towards.

Ashton Principe

About the author

Ashton Principe is a student and digital consultant at Renewal Digital. He is interested in copywriting, as well as WordPress design and development. He enjoys learning the industry looks forward to sharing his findings with others.

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