August 24, 2017
Every website is created with one goal in mind and that is conversions.
If you have a website that is generating traffic then you are most concerned about getting lots and lots of conversions.
A user-friendly website that has appropriate CTAs helps drive more actions thereby leading to more sales.
CTA messages should be easy to understand and the button text should be compelling enough so that users click on it.
Here are nine of the best CTA examples to wake up your current call-to-action design:
1. Have a Combination of Contrasting Colors
More than 92 percent of buying decisions are influenced by visual factors. Hence, choice of color is probably the most important factor when it comes to CTA.
Button contrast matters the most, not the button color.
Adobe Creative Cloud has done an amazing job in creating CTA buttons that rest on a contrasting color background. The black background is making the blue CTA buttons come out clearly, thereby enticing people to click on them.
Here are some ideas based on contrasting color designs shared by Matt Ackerson on his blog:
- Do not use white, grey or black for the CTA button.
- Have a red CTA button if you are invoking urgency because it gives a stop-and-look-at-me vibe.
- Green colored buttons persuade the user to take instant action.
- Orange- and yellow-colored buttons are happy and inviting.
Read the color psychology guide to know more about the consumer behavior patterns.
Here is a color palette displaying the color preferences by gender. If your target audience is female then you need to attract them by using the colors that woman love the most. Similarly, if your target audience is male then use a CTA button color choice that men will prefer.
2. Expand the Apparent Value of Your Items
Under this trick, we smartly increase the value of the items by playing with CTA text.
People love to get something for free and what can be more exciting than getting it free for a lifetime? It’s such a tempting offer that no one will want to miss. This is what the below CTA text is all about. The text has been revised from “Get Free Access” to “Get Free Lifetime Access.” Isn’t it a great way to get more subscribers?
3. Invoke a Sense of Urgency
The below e-mail newsletter invokes a sense of urgency in the minds of the customers that they need to place an order right away or the sale might end. Giving out offers that are limited by time instantly generates action.
A few examples of text that are helpful in invoking urgency are:
- Only 4 items left in stock.
- Sale ends at midnight.
- Offer ends soon.
- Hurry! Few seats left!
- Order now
Moreover, you can leverage the power of FOMO which stands for “Fear of Missing Out.” When people think they will lose out an opportunity that might never come again, they are compelled to take immediate actions.
4. Use Action Words in CTA Text That Guides User What He/She Should Do Next
Craft the action words in a manner so that it becomes easier for the user to take immediate action.
Sprout Social leverages the power of positive emotion in its action-oriented CTA.
Here is a list of action words that you might use in your CTA buttons:
- Shop Now
- Join Now
- Add to Bag
- Start Today
- Download Now
- Send Me Offers
- Get My Free Report
- Let’s Talk
- Stay Connected
- Watch Right Now
- Get Your Answer
- Talk to an Expert
- Act Quickly
- Try it Free
- Reserve Your Spot
5. Focus on the Value Your CTA Provides
People love reasons to take an action. It is important to locate the need of your audiences and create CTAs that provide solutions to those exact needs. This will prompt the users to take an action.
Skype is the perfect example of a brand that provides the need to it’s audiences as to why should they use Skype.
6. Combine Curiosity with Anticipation
A good call to action always relies on psychology. Have a look at the below example of beachway therapy center. The CTA is cleverly covering curiosity and asking the reader a question. The reader will definitely need an answer to it and in the process, the CTA button is clicked.
Moreover, frictionless words work really well if you want to capitalize on this theory of combining curiosity with anticipation.
Stories lead to anticipation and the CTA button is ultimately the climax of the story. The below Freytag’s pyramid can be used to create compelling stories that solve the pain points of your target audiences, persuading them to take action.
7. Have a Personalized Copy
Impact was able to see a more than 78 percent increase in conversions when it moved to a more personalized variation of its CTA text.
Here is the what the CTA read before the increase in conversions:
And here is the copy after they changed the CTA text to “show me how to attract more customers.”
Personalized copy can do wonders if the phrase is meaningful.
8. Add a Picture of a Smiling Person
Signalvnoise was able to increase conversions by more than 102 percent by adding a picture of a smiling girl in the CTA copy.
Inclusion of a person sends signals to the brain that the page is important and trustworthy. People are more comfortable reading pages and taking actions when they are greeted with smiling faces especially that of a woman.
9. Get Rid of All Exits – Direct the User to Click on Your CTA
Do not give too many clicking options to the user. Doing so will divert the attention of people resulting in lesser CTA clicks.
Have a look at the below screenshot of the OKCupid page:
Unregistered users have just one option to click and that is continue…
Isn’t that a great strategy to convert visitors? I understand this strategy might not fit for all businesses but you can give this tactic a try.
Tips to Get Your CTA Right
Here are some tips that you should follow in order to get the maximum benefit out of your CTA buttons:
- More is not better. Do not confuse your target audiences with too many calls to action. This is what we call decision fatigue. Instead, have just one call to action per e-mail newsletter for getting the maximum conversions.
- Add a “price factor” to your CTAs to provide an instant monetary value before your audience. For example:
Download Your eBook Today!
Download Your eBook! $399 value!
Understand the difference?
- Ensure that you have enough space around your CTA buttons so that it can be clearly seen. Too many elements around CTAs might distract the attention of the audiences. You can make use of principles like “Rule of Thirds” or “Golden Ratio” while determining the amount of spaces you should have around the main buttons.
- Make use of heat maps to position your CTA element at a place where the users are most likely to click.
- Test your CTAs by using A/B testing because a real-time effective comparison will uncover the hidden data that will help you to identify the behavior of your audiences.
- Surround your CTA with benefits and social proof. Minimize the risk and focus on the value.
- Change your button text from second person to first person like “Start your 30 day free trial” should be changed to “Start my 30 day free trial.” A study by Michael Aagaard found a 90 percent increase in conversions by moving from the second person to the first person.
- Limit the CTA text to a maximum of five words.
- If you are using a secondary conversion button then you can turn it into a ghost. Ghost buttons are designed to be empty or semi-transparent by default.
- Make use of directional cues as shown in the below example. Have a closer look at the eyes of the woman, they are guiding people toward the CTA.
- If you are selling a product like an online course then also add an image of the product along with the CTA.
- Make the people understand the benefits of what you are selling. For example, you can display a sales video containing the advantages of your product. Display the CTA after the video ends. This will ultimately help to increase the conversion rate.
- Don’t make the CTA buttons too big or too small, instead go for the standard size.
- Test your CTAs on mobile devices. There is no point having a desktop-friendly CTA if majority of your traffic is coming from mobile devices.
- Try making use of exit calls to actions by displaying your visitors a pop up CTA just at the time when they are about to leave your site.
The above nine examples along with some useful tips will serve as a great resource when designing your CTA buttons.
Remember, it is always best to test the buttons by conducting an A/B test instead of going with the decision of the HIPPO (Highly Paid Person’s Opinion). Tests are required as it will help you to customize the buttons as per the exact needs of your audiences.
What are your favorite call to actions? Please let us know in the comments below.
Guy Sheetrit is the CEO at Over the Top SEO, an accomplished Senior Executive with 14 years of success across the technology, marketing, and software development industries. With extensive experience providing customized SEO marketing solutions for E-commerce, Local SEO and Fortune 500 companies.