You have a product.
And you promote it online using the most sophisticated words you come across.
Yet, no one is biting.
You changed the headline of your sales copy and even tweaked the body copy a little, yet nothing happened.
Now, before you start getting frustrated, the problem might be from your call to action.
An effective call to action can make the difference between a struggling sales copy or ad and a thriving business.
Therefore, today, you’re going to discover what a call to action is, and how to use it on your different channels of promotion.
Table of Contents
What Is A Call to Action?
A Call To Action is like that “Here’s the Treasure!” sign in a treasure hunt game. It’s the part of your digital marketing content that urges, nay, compels the reader to take a specific action.
It’s the magical phrase that transforms a passive visitor into an active participant.
Here’s the deal:
People wander aimlessly online.
They’re bombarded with information, cat videos, and ads for things they didn’t even know they wanted.
In this chaos, a well-crafted Call To Action is like a shining beacon, guiding your audience toward the pot of gold at the end of your content rainbow.
How to Craft the Perfect CTA
Now that we know what a CTA is, let’s get down to the nitty-gritty – how do you craft the perfect one?
It’s a bit like baking the perfect chocolate chip cookie. You need the right ingredients, the perfect recipe, and a dash of creativity.
Here’s a simple recipe for you:
Clarity: Your CTA should be crystal clear. There’s no room for ambiguity here. If you want your audience to do anything, don’t beat around the bush. Say it! Simple, right?
Action Words: Sprinkle action words into your CTA like you’re seasoning a steak. Words like “Get,” “Grab,” “Join,” and “Click” add that extra zest to your CTA.
Unique Offer: Make it clear what’s in it for your audience. “Sign up now and get a free e-book” is more appealing than a plain “Sign up.”
Urgency: Create a sense of urgency to spur immediate action. “Limited-time offer” or “Act now” are like little nudges to get your audience moving.
Design: Don’t forget about the visual appeal. Your CTA button should stand out, like a cherry on top of a sundae. Use contrasting colors, readable fonts, and make it big enough that no one needs a magnifying glass to spot it.
What Are the Different Types of CTAs?
There’s a CTA for every occasion, like a different sauce for each type of pasta. Let’s sample some of the most popular options:
1. The “Sign Up” CTA: This one’s like an invitation to a party. It’s asking your audience to become part of your club. “Sign up for our newsletter” or “Join our community” are classic examples.
2. The “Learn More” CTA: This is your friendly guide pointing your audience in the direction of knowledge.
Use this when you want your visitors to explore your content further. “Learn more about our products” or “Discover our services” are a couple of examples.
3. The “Get Started” CTA: This one is all about action. It’s like telling your audience to put on their hiking boots and hit the trail. “Get started now” or “Begin your journey” can be powerful phrases here.
4. The “Buy Now” CTA: The undisputed heavyweight champion of e-commerce. It’s all about closing the deal. “Buy now,” “Shop now,” and “Add to cart” fall into this category.
5. The “Share” CTA: Encourage your audience to spread the love. “Share this post” or “Spread the word” are great examples. Sharing is caring, after all.
6. The “Contact Us” CTA: If you want your audience to get in touch, this is your go-to. “Contact us today” or “Let’s talk” can work wonders for B2B websites.
Where Should You Place Your Call to Action?
You’ve mastered the art of crafting CTAs, but where do you put them for maximum impact?
It’s a bit like Goldilocks finding the perfect porridge. Not too hot, not too cold – just right.
Here’s how to nail the placement:
Above the Fold: This is prime real estate. Your CTA should be visible without scrolling, just like the best bits of a story at the beginning of a book. This ensures that even impatient visitors can’t miss it.
Within the Content: Place CTAs strategically within your content, where they make sense. If you’re talking about a product, put the “Buy now” CTA nearby. If it’s a blog post, a “Learn more” CTA can be your breadcrumb trail.
At the End: Don’t forget the grand finale. After your audience has devoured your content, they should be presented with a CTA that leaves a lasting impression. It’s like the closing act of a great movie.
Floating or Sticky CTAs: These little critters follow your visitors as they scroll. Like a loyal sidekick, they’re always there when needed. Just be careful not to overdo it, or your site might look like a circus.
How to Measure the Success of Your Call to Action
Now that your CTAs are out there, it’s time to put on your detective hat and magnifying glass to measure their success.
You need to know if your CTAs are hitting the bullseye or just shooting arrows into thin air.
Here’s how to do it:
Conversion Rate: This is the most obvious clue. How many people took the desired action after clicking your CTA? If it’s not up to your expectations, it’s time for a little CTA makeover.
Click-Through Rate: How many people actually clicked your CTA compared to how many saw it? If this rate is lower than your expectations, your CTA might not be compelling enough.
Bounce Rate: Keep an eye on this. If visitors are bouncing off your page after clicking a CTA, there might be a problem with what they find on the other side.
A/B Testing: Channel your inner mad scientist and experiment. Change the color, text, or placement of your CTA and see which version performs better. It’s like a chemistry lab for digital marketing.
The CTA in Different Media/Channels
The CTA isn’t just for websites. It’s like a versatile actor who can play different roles in various media. Let’s explore how the CTA works in different scenarios:
Email Marketing & Social Media Marketing Call to Action
Email marketing is a powerful tool for meeting your business goals, and so is social media marketing.
To make the most of your marketing campaigns, add a clear and compelling Call to Action (CTA) that encourages your readers to take action.
Here are some effective marketing CTA tips and examples:
1. Use Action-Oriented Language
The language in your CTA should be action-oriented and leave no room for ambiguity. Use strong verbs to prompt action. For instance:
- “Shop now”
- “Get started”
- “Subscribe today”
- “Download the guide”
- “Claim your discount”
2. Keep it Clear and Concise
Your CTA should be clear and concise. Make it easy for your readers to understand what action you want them to take. Avoid jargon or complex wording. Examples include:
- “Learn more”
- “Buy now”
- “Sign up”
- “Read the blog”
- “Contact us”
3. Create a Sense of Urgency
Adding a sense of urgency to your CTA can encourage immediate action.
Phrases like “Limited time offer” or “Act now” convey the idea that the opportunity won’t last forever, which can boost conversion rates.
- “Last chance to save!”
- “Grab your deal before it’s gone”
- “Only a few hours left”
- “Hurry, this offer expires soon”
4. Offer Value or Benefits
Explain the value or benefits your readers will receive when they click the CTA. Let them know what’s in it for them. Examples include:
- “Save 20% on your first purchase”
- “Get exclusive access to our premium content”
- “Discover the secret to success”
- “Unlock your free trial”
- “Improve your life with our products”
5. Make it Visually Stand Out
Your CTA button should be bold and beautiful.
When using email, use bright colors and a clear font to make it stand out from the rest of the email.
For social media, use bold fonts, different colors, and underline the call to action to make it stand out from the rest of the content.
You want it to be the first thing the recipient’s eye is drawn to.
6. Personalize Your CTA
Personalization can make your CTA more engaging. Use the recipient’s name or other personalized information to make the CTA feel tailored to their needs.
- “John, start your journey today”
- “Claim your special offer, Sarah”
- “Get the results you want, Mark”
You cant personalize in social media but you can use phrases like the ones below:
Examples of Effective Social Media CTAs
- “Double-tap if you agree!”
- “Click the link in our bio to shop now.”
- “Follow us for daily inspiration!”
- “Tag someone who needs to see this.”
- “Retweet if you’re excited for the weekend!”
Examples of Effective Email CTAs
- “Start saving today” (for a financial services email)
- “Book your dream vacation” (for a travel agency email)
- “Claim your free eBook” (for a content marketing email)
- “Upgrade now for premium features” (for a software company email)
- “Join our webinar” (for a B2B marketing email)
Call to Action Mistakes You Might Be Making
Always be aware of common CTA blunders. Think of these as banana peels in the path of your otherwise graceful marketing dance.
Avoid these at all costs:
Being Generic: If your CTA blends into the background like a chameleon, you’ve got a problem. It should stand out like a neon sign in a dark alley.
Overloading: Too many CTAs on one page can confuse your visitors. It’s like a restaurant menu with a hundred dishes – overwhelming and counterproductive.
Neglecting Mobile Users: In the age of smartphones, it’s criminal to ignore mobile users. Ensure your CTAs are mobile-friendly, or you’re missing out on a big chunk of your audience.
Not Testing: We’ve talked about A/B testing. Neglecting this step is like trying to fly a plane without checking if the wings are attached.
Ignoring Analytics: Numbers don’t lie. Keep an eye on your analytics and adjust your strategy accordingly. Ignoring them is like sailing a ship without a compass.
Great Call to Action Examples
The best way to learn is by example, so let’s explore some CTA success stories from the Digital Marketing Hall of Fame.
HubSpot: The CTA wizards at HubSpot know their game. They experimented with different CTAs and saw a 9% increase in click-through rates. That’s like turning a bronze medal into gold.
Spotify: Spotify knows how to tickle your curiosity. Their “Get Started” CTA saw a 30% increase in conversion rates. That’s like finding a treasure chest in your attic.
Netflix: Netflix’s “Watch Now” CTA is practically a legend. They mastered the art of enticing users, and that’s why we’re all binge-watching our favorite series on their platform.
The Power of Words
Never underestimate the power of words in your CTA.
The words you choose can be the deciding factor in whether someone clicks or walks away.
Here’s a quick rundown of effective words to consider:
- Free: Everyone loves free stuff. It’s like saying, “Come on in, we have ice cream!”
- New: People are drawn to novelty. “New” is like a shiny toy that’s hard to resist.
- Exclusive: This makes your audience feel special, like they’re part of an elite club.
- Instant: In the age of instant noodles and instant messaging, “instant” is the magic word.
- Now: This little word is like a drumroll, urging your audience to take action immediately.
- Guaranteed: It’s like a safety net. “Guaranteed” gives your audience a sense of security.
The Future of CTAs
As we wrap up our CTA adventure, it’s worth looking ahead.
The digital marketing landscape is ever-evolving, and CTAs will continue to play a vital role.
As voice search and AI become more prominent, the way we interact with CTAs might change.
Imagine a future where you can say, “Alexa, order that amazing pizza I saw in that ad” and your virtual assistant complies.
The possibilities are endless, and CTAs will adapt to fit these new horizons.
Your CTA Isn’t Just an Acronym
You’re now equipped with the knowledge and tools to craft compelling CTAs that guide your audience to take action.
Remember, the CTA is not just an acronym; it’s your digital marketing sidekick, your Sherlock Holmes, and your GPS through the labyrinth of the internet.