What is a CTA?
This means that the purpose of a CTA is to influence your readers’ behavior, whether it’s to encourage them to purchase a product or service, download something, or take advantage of a website feature.
The effectiveness of a call to action depends largely on how well-written and relevant it is to the chosen audience. For instance, a call-to-action for a financial services website might ask the reader to download an industry report or subscribe to a newsletter. In this case, the CTA would most likely include “research” and “learn.”
A compelling call to action makes it very obvious what you ask of the reader.
The importance of having a call to action.
It’s obvious, but a call to action plays a vital role in converting website traffic. No matter what stage of the sales funnel your traffic is if you don’t influence their following action. By providing clear guidance and a sense of urgency, they will continue to drift through your website with no apparent intention to take any action.It's obvious, but a call to action plays a vital role in converting website traffic. #CTA Click To Tweet
This results in a higher bounce rate, as visitors cannot find anything that interests them and leave without making a purchase or taking any action at all.
What is an excellent call to action?
A good call to action will use direct language and speak directly to the intended audience. It’s written in parallel with the other components on the sales funnel, so it has an element of urgency while still maintaining professionalism.
When creating a CTA, write the phrase first, then the action, often in the imperative mood.
Try to avoid promotional language.
Note how this example follows the preceding rules: Download our free eBook about car insurance in three easy steps!
What is a bad call to action?
A bad call to action will use vague or ambiguous phrases that are not relevant to the audience, resulting in confused customers.
Examples of bad calls to action include:
Submit, Register, or Sign up. – All these phrases are too generic and fail to speak directly to the reader, who might not even know what they need to do next.
Learn More – This implies there is more information to learn from the website, so it hasn’t helped the reader decide whether to take action.
Here are examples of successful companies with strong CTAs.
- Starbucks: Use your Starbucks card and earn stars toward a free coffee!
- Virgin Atlantic: Book your next flight now!
- Fitbit: See what you can achieve with Fitbit.
- Nike: Make every run a victory.
These are all clear, concise sentences that put the power of action into the reader’s hands. They are written with specific audiences in mind and use direct language easily adaptable to other companies.
Most importantly, each sentence includes three crucial elements: What is being asked, what will happen if you take action, and when will this opportunity expire?
Common mistakes people make when creating their own CTAs.
❌ People often repeat the call to action with every paragraph.
If you repeat your CTA, it will lose effectiveness. It would be best if you only asked a few times, up to three times in most cases. It all depends on the length of the landing page.
❌ CTAs are not the same as calls for attention.
This is very important because it’s easy to confuse the two phrases and use them interchangeably. You should use a call for attention to grab someone’s attention by holding their senses and making them pay closer attention to what you’re saying. It would be best if you didn’t use it to ask the reader to take any specific action.
Remember, if you don’t guide people through your sales funnel and provide them with a call to action, there’s less of a chance that they will perform an intended action and convert into leads and sales.
❌ Don’t blend it in with your page design.
It’s important not to blend in your CTA with the design of the page. If it’s difficult to find, people will leave the page without performing any action. Design the CTA so that even a distracted reader can notice it and feel compelled to click on it. Your CTA needs to stand out.
You should also check whether your CTA has enough space on different pages and remains a focal point throughout.
If it’s not in a prominent position on the page, people will miss it altogether.
A call to action is an essential part of your website that encourages visitors to take immediate action. When writing a CTA, keep in mind your audience’s interests and speak directly to them by using direct language that fits with the rest of your sales funnel.
Writing a clear, persuasive CTA for each step of the sales funnel will help to increase your website’s conversion rates.
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