What is the difference between a home window shopper and a customer?
I can give you a hint: It’s the same thing that separates a scroll-by from a click-through. Or an anonymous lurker from a known lead.
The one thing that all your own leads, clickthroughs, and clients have in common is that they’ve taken motion . More specifically, they responded to a call to action (CTA) on your landing page, website, or ad and actively made a choice to advance through your sales funnel.
If you want to inspire really your target audience to transform (which, of course , you do), then you need to step up your call to action game. With the right copy, design, and positioning, you can create landing pages with powerful CTAs that will motivate website visitors to make a shift.
The call to action is exactly what you think it is: you’re literally calling on your own audience to take a specific activity. This might be clicking a “buy now” button on a sales page or filling out the lead gen form to “download your free duplicate. ”
The particular Psychology Behind Effective Calls to Action
The actual elements that make for a really compelling offer (and knowing why they work) could be the first step to crafting the perfect CTAs for just about each use case.
So , why is a CTA effective? Let us start by looking at some of the hard-and-fast rules for creating irresistible calls to action.
1 . Get the Audience’s Attention
Before a visitor can be persuaded to do anything, they need to 1st notice the call to action. Use a mixture of font, design, and positioning on the page to ensure your own CTA button or form jumps out from the rest of the content—even during a quick skim.
second . Make a Single, Specific Request
Your CTA is not the place to play hard to get. Rather, tell readers exactly what you want them to do. Though there are numerous ways to use calls to action, the general rule is it should align with a single conversion goal at the middle of your campaign.
3. Present a Clear Path Forward
Use plain language to set goals and tell users precisely what they’ll get from clicking. People are less likely to click a link if they don’t understand where it’s taking them, so be clear on which the next step will be—whether it’s a pricing page to “compare phone plans, ” an account creation page to “start [their] free trial, ” or a enrollment form to “join [your] community. ”
4. Motivate Readers to Click
Use action-oriented language that focuses on results. The basic approach is to use action verbs (like “get, ” “download, ” “start, ” “reserve, ” and “grab”) to build momentum. You can also experiment with first-person point-of-view ( “Give me my deal” ), positive affirmations ( “Yes, I want to 10X my ROI” ), and creating a sense of urgency ( “In limited supply. Claim your own today! ” ).
5. Optimize and Check
Sometimes the best approach to composing calls to action is to test out several variations. With regards to optimizing copy, a proactive approach is one of the easiest things to exchange out (and even little changes can make a big effect on your conversions). Smart Visitors uses AI to analyze your visitors and automatically display the very best CTA to each person.
Where Do CTAs Fit into Your Marketing Promotions?
Your landing page or marketing campaign is most effective whenever it’s built around a single conversion goal. That conversion goal is represented in the page as a call to action. This might take the form of a single switch (click-through page) or a form (lead generation).
There are several different types of CTAs you might leverage with different points of your marketing and advertising funnel. Everything from your marketing campaign goal to your audience understanding should influence how you write calls to action for the sales pages, landing pages, and lead generation forms.
These are the most common types of calls to action marketers need to master.
- Lead Generation: A lead generation call to action helps identify viable potential clients. Whether the prompt is to down load a piece of gated content, register for an upcoming event or web conferencing, or request a estimate from the sales team, lead generation CTAs nudge leads to raise their particular hand and share details that help qualify them.
- Click-through CTAs: In many cases, direct nurturing campaigns feature proactive approach buttons designed specifically to obtain viewers to click. This might be part of an email campaign, a social media ad, or a squeeze page, but the aim is always to improve product awareness (“Get a sneak look at our upcoming release”) and aid discovery (“ Click to learn more about this awesome device! ” ).
- Sales plus Signups: In the right place at the right period, calls to action may fuel sales and convert leads into customers. This means targeting leads who are prepared to “buy now”—like those who click through to your sales landing page—and using action-oriented vocabulary. This applies to account development (perhaps for a trial, compensated account, or freemium version of the service) and ecommerce checkout pages. (Want to learn more about how e-commerce brands are using landing webpages to drive sales? Check out 27 Ecommerce Landing Page Examples to Maximize Sales within 2020 . )
- Click-to-Call Buttons : Rather than filling out a form or collecting data about leads, a click-to-call button gives prospects a direct line to reach your group. Not only is this convenient, yet click-to-call CTAs can be coupled with A/B testing and contact tracking to boost lead generation. (For an example of exactly how well this can work, check out how smart call tracking helped this particular agency get 219% a lot more leads . )
- Social Engagement: Brand names that successfully promote their products plus services on social media make use of calls to action to push engagement. By asking audiences to follow, share, like, remark, or smash that sign up button, you can broaden your reach, increase your following, and build relationships with customers.
Next, we’ll discover the most popular use cases using real-world call to action examples through Unbounce customers.
Real-World Call to Action Examples: How Unbounce Customers Use CTAs to Drive Conversions
Here’s how Unbounce customers use CTAs to drive customer actions across a range of industries and use cases. Use these in order to inspire your next CTA, or even A/B test ‘em against one that’s not doing so properly.
CloudSpot | “Get Your App” (App Download)
In this example, CloudSpot uses a lead magnet to entice potential customers, build an email checklist, and drive app downloading. The entire page is properly catered to their target audience (wedding and portrait photographers), which usually immediately tells leads that will they’ve landed in the proper place.
Even the call to action itself is written with the viewers in mind. By encouraging visitors to “Get YOUR App” instead of “Get OUR application, ” CloudSpot cleverly places further emphasis on the reader plus draws them into the page. Plus, by promising to assist photographers “replace awkward, abnormal moments” with more flattering techniques, the benefits are clearly stated in terms related to the audience’s pain points.
The Listings Lab | “Fill Your own Calendar with Appointments” (Gated Content)
Here’s an example that will reminds us CTAs don’t exist in a vacuum. Even the smartest CTA button copy doesn’t work magic with no assist from a strong topic, supporting copy, and visual cues. Not only is the switch itself designed to stand out, but there’s literally an antelope directing readers from the small print to the CTA.
By promising to show realtors how to “fill [their] calendar with appointments” without “working more hours, ” the Listings Lab generates some serious incentive pertaining to agents to “get [their] free download. ” Plus, the headline is a clever way to qualify qualified prospects by speaking directly to real estate agents who are “stuck at 6-figures. ”
There are tons of methods to match gated content with an easy call to action to generate leads. For more real-world examples like this one, check out 8 High-Converting Lead Generation Landing Page Examples.
Waldo Contacts: “Get Ready to See Happiness” (Free Trial)
The secret to great copywriting is balancing cleverness with clarity. It’s not consistently an easy balance, but a tagline like “Get ready to see happiness” is each cute and concise, which makes it perfect for this contact lens subscription service—especially when paired with a straightforward benefits statement and a direct CTA.
This proactive approach example by Waldo effectively drives website visitors to start a free trial because even though the tagline leans towards clever, the call to action button by itself is 100% clear in regards to the reader’s next step (“Start your free trial”).
Sourcebooks: “Enter to WIN a Authorized Copy! ” (Contest Entry)
Sourcebooks used this landing page to attract leads interested in winning a signed copy of The particular Similars simply by Rebecca Hanover. The contest served two valuable reasons: to get people excited for that book (and boost upcoming sales from those who don’t win a free copy) and also to build a targeted list of potential leads (by collecting contact info from those who are most interested in this particular genre and author).
An important caveat here is that we typically don’t suggest CTA buttons that merely say “submit. ” Even though heading encourages readers in order to fill out the form (“Enter to WIN a signed duplicate! ”), it’d be worth testing out more actionable copy on the button itself (like “Sign me up! ” or “I want to earn! ”) to see how it impacts conversions.
The circular button in the top still left corner presents a second, contending call to action (“Click here for an excerpt”). Interestingly enough, this tactic also goes against standard advice, which would be to pay attention to one call to action per page to prevent diluting your sales. However , it works well with this use case because the main CTA is not associated with a purchase and because the particular secondary CTA is an option to preview an excerpt from your book—which actually adds worth to the main action associated with entering the contest, rather than competing.
Athabasca University: “Let’s Get You Started” (Program Registration)
Athabasca University uses landing pages like the 1 above to drive enrollment just for online courses. In this case, each uses a soft CTA above the form to get visitors to fill this out and a simple “submit” button at the bottom.
The going “Let’s get you started…” is definitely less of an order to complete something and more of a encouraging pat on the back. This tells prospective students, right from the get-go, the school is ready to provide support and help them achieve their goals.
The biggest lesson here is that writing for your audience plus speaking to their needs much more important than blindly following any hard and fast rules designed for call to action writing. If you’re planning to improve your conversion rate intended for signups or account creation, check out some more of our tricks for creating signup pages that convert.
Indochino: “The Customize Is In” (Appointment Booking)
By letting visuals of the suits do much of the particular selling, Indochino shows customers what they can aspire to, rather than telling them why they ought to book an appointment. In this framework, their approach makes sense. Afterall, Indochino doesn’t sell one-size-fits-all clothing—but they do aim to create all of their customers look their best.
The call to action itself (a basic, “Book a good appointment”) comes across as more of a low-pressure invitation than a marketing move. However , they also enhance the incentive and create a minor sense of urgency simply by mentioning that booking your appointment by a certain day will enter you right into a draw for a “perfectly tailored wardrobe. ”
Awayco: “Free the Funk” (Equipment Rental)
The use case for this example is a bit different, so the strategy is a bit different, too. Awayco is an equipment rental corporation for surfers and other outdoor enthusiasts. The call to motion changes a bit throughout the page, ranging from “Free the funk” to “Book the board” to “I’d like to trip that. ” It’ ersus this last one, especially, that’ s interesting because rather than simply asking visitors to do something, Awayco is placing words directly into their mouths—and potentially putting ideas to their heads.
On one hand, trying out different calls to action can be kind of like A/B testing in just a single landing page. (If you do have a heatmap set up on the web page, you can see which one visitors click on more often. ) But more importantly, the variety of CTAs give Awayco more opportunities to play with vocabulary and show their audience that they’re on the same, ahem , wavelength.
Shoelace: “Download the Deck” (Free Download)
As a Good Witch once said, if you want a desire to come true you must repeat it 3 times (I’m paraphrasing here). By repeating the exact same call to action 3 times throughout this landing page (“Download the Deck”), Shoelace retains the desired action top associated with mind and reinforces the visitor’s next step at the end of every benefits section.
All of us also love this example simply because the landing page plus call to action design both convey the pop-art animated aesthetic of the brand perfectly—and you are able to bet the deck matches it as well.
ClaimCompass: “Claim your compensation” (Clickthrough)
Much like the example above, ClaimCompass drives home the audience’s objective by repeating the call to action three times. However , in cases like this, the wording is changed up in each example in an attempt to match the reader’s intent.
They start off with the most forward phrasing at the top of the page (“Claim your compensation”) and tailor the next proactive approach to readers who are rolling further for more information—perhaps since they’re unsure if they qualify (“Check if your flight can be eligible”). At the very base of the page, ClaimCompass ends with the most urgent version from the call to action (“Check your flight now”) to re-engage prospects who have scrolled to the base.
Bonus Tips to Bear in mind (+4 More Call-to-Action Examples)
If you’re still searching for inspiration, there are plenty of awesome call to action examples out there in the wild. Here are a few lessons you can lend from big-name brands.
Fit the Messaging to Your Item
Initially, there’s not a lot going on here–and that’s a big portion of what makes this call to action instance worth showcasing. The three-word headline and straightforward messaging explain exactly what the product does in the simplest way possible. Not only is this plain old good copy, but the simplicity is also a nod to just how simple it is to “get started. ”
This page appeals to those who don’t want to make their own investing choices or actively manage their particular funds. The clean, simple design and basic vocabulary mirror the hands-off user experience offered by this system. The minimalist messaging aligns with their easy onboarding plus low-touch product experience.
The biggest lesson from this example? Keep the page design and proactive approach minimalist for low-touch products. Or, to apply this more generally, match the messaging to your product and target audience pain points.
Use Two-Step User Flows to Evaluate (and Grow) Commitment
This can be a great example of how various CTAs can be used at particular points in the customer trip to build momentum and purchase.
When leads first visit the page above, they’re invited to start a 15-day free trial. Instead of taking those who click “Try us free” straight to the sign-up page, leads are usually redirected to a landing page designed to learn more about them.
Everything about this consumer flow is designed to increase re-homing and retention. By welcoming prospects to customize their own practice (with a casual, non-committal “Sounds good, ” no less), Glo is taking advantage of leads’ interest and sketching them deeper into the application experience before they’ve actually taken their first class.
Of course , those who click “No thanks” are simply redirected to complete sign up. But if you do decide to “design your unique practice, ” you’re telling Glo about your skill level and class preferences—which not only gets you more invested in using the app, but additionally allows them to provide custom recommendations and keep you engaged with relevant messaging.
Nip Objections in the Bud
We are highlighting this page because it’s such a simple, smart example of catering directly to your perfect audience. In this case, the target client is budget-conscious, which is why they are interested in the product in the first place. They’re looking for savings and probably wary of hidden fees or extra expenses. That’s why the button doesn’t just say “Add to Stainless-. ”
By clarifying that Darling is free to download, the phone call to action provides extra context and pre-emptively contact information the most relevant customer objection: the cost (especially for a coupon-finding extension).
Play Up Consumer FOMO
How often perform people “reserve” shoes before they’re available? Most of us probably don’t—at least, not beyond a compelling Kickstarter strategy. Yet, that’s exactly what Vessi is encouraging website visitors to complete in this unconventional CTA illustration.
Vessi taps into consumers’ “fear of missing out” (FOMO) by urging them to pre-order (or “reserve”) a yet-to-be-released sneaker style. This not just builds excitement and creates a sense of exclusivity throughout the product, but also motivates buyers to commit to a future buy.
In this case, the CTA seems on the homepage to draw attention and send a lot more traffic to a specific store web page. You can achieve the same effect by using popups and sticky bars to add clickable CTAs to your website or landing page. On top of that, popups and sticky bars makes it easy to experiment with different CTA language, placement, and style to see what clicks —without producing changes to the rest of your copy.
Do More with Landing Pages that will Inspire Action
A compelling call to action is a crucial part of effective marketing. Actually you might say it’s the essential. After all, there’s no action—or conversion—without a call to act. It’s your opportunity to request readers to take a specific activity and frame it in a way that speaks to your audience’s requirements.
Now that you know what it takes to generate an irresistible call to action, it’s time to take some motion of your own! Ready to build a squeeze page that converts? Start using what you’ve learned today with one of our 100+ designer landing page templates.