How to write an effective call to action for conversions

This post is sponsored by Efficy. 

Amid a competitive digital landscape, with numerous channels vying for consumer attention, a powerful call to action (CTA) can differentiate your business and drive lead generation.  

A well-executed CTA can even determine whether a potential customer takes action or moves on. Making just small changes to your call to action can yield remarkable results such as a 30% boost in conversion rates (Themeisle).  

Finding the right approach to writing a good call to action can be tricky. Read on and learn how a good call to action generates more leads and how you can create an effective one for maximum conversion. 

What is a call to action (CTA)? 

A call to action is a prompt or instruction that encourages the audience to perform a specific action. These actions can involve making a purchase, subscribing to a newsletter, downloading a resource, or contacting the business. 

A CTA button is the most commonly used call to action. It is found on various marketing channels, including websites, emails, advertisements and landing pages. 

How to create an effective CTA 

Now, let’s dive into some tips on crafting a compelling call to action. 

1. Tailor your CTA to the platform and audience 

Call to actions are placed across different channels that range from websites to emails. A CTA has to be aligned with the platform objectives and the audience you are reaching for them to be effective. 

For instance, your website could have a call to action stating “Learn More” to prompt first-time web visitors to discover more about your offerings. As for leads who have filled out a form, a CTA in an email could be “Book your free assessment” since they have already shown interest. 

Tailoring your call to action is essential for delivering relevant information, which in turn helps to optimise customer engagement and conversions. 

2. Clearly highlight your value proposition 

When prospects land on your content, they have to understand what value they gain by clicking on your CTA button. This is crucial since, according to research done by Statistic Brain Research Institute, you only have about eight seconds to grab their attention!  

Users are bombarded with multiple messages every day, and a confused user will most likely move on, resulting in a lost opportunity. When your prospects understand the value they will receive by clicking a call to action, they are more inclined to perform the desired action, leading to more conversions. 

3. Use action-oriented words 

A CTA is for prompting immediate action to drive conversions. Strong action-oriented words that evoke different emotions such as excitement, urgency and curiosity should be used to do that. 

Action-oriented words such as “subscribe today” and “get started” inspire a sense of urgency and encourage users to act. They also provide information on how the audience can act to get to the next step.  

4. Ensure that your call to action catches attention 

The way your CTA looks plays a huge part in whether users decide to take action. Contrasting colours, bold fonts and compelling text can all make your call to action button stand out and catch the user’s attention. 

Don’t forget about the strategic placement of your call to action. A well-placed CTA button, such as at the end of your page or in a prominent spot above the fold, can ensure it gets noticed and encourage clicks. 

How does a good call to action help with conversions? (With effective CTA examples) 

A good call to action that is clear and persuasive communicates what actions your prospects should take and what they can expect afterwards. It leaves no room for ambiguity and makes it easier for potential customers to take the next step. 

While a CTA is commonly regarded as a way to drive direct sales, it can also be used along the customer journey. The strategic use of these can encourage potential customers to take desired actions and drive conversions:

• Awareness stage – prospects are just becoming familiar with your brand at this stage. A call to action such as “Learn more about our services!” can engage and catch their attention.  

A CTA that provides offers such as “Get your free e-book” or “Show me my report” can further drive consumer curiosity and push them to find out more. 

• Consideration stage – here, prospects are actively evaluating and comparing your offerings against your competitors. A call to action such as “Download Our Guide” provides valuable information to help them make an informed decision. 

A CTA button with “Get your free analysis” or “Start your free trial today” can also show prospects that you have a solution to their questions or challenges. It can further nudge prospects closer to conversion. 

• Decision stage – prospects are close to converting at this point. An incentive such as “Get 10% off – limited time offer” can drive prospects to the next step and convert.  

A call to action such as “Yes, I want more leads” or “Sign up and launch your report now” helps emphasise the problem and highlight your solution. These can then encourage immediate conversion from interested users.  

• Post-purchase stage – CTAs are valuable even after prospects make a purchase. In this stage, a call to action such as “Refer and get rewarded” can help nurture customer loyalty and relationships and encourage repeat purchases.  

Calls to action are also helpful in keeping your brand top-of-mind when customers get your updates and offers. To do so, encourage customers to join your community with a CTA such as “Subscribe and join over 75,000 readers”. 

CTA mistakes to avoid  

It may be tempting to simply write “Buy Now!” on your call to action button to drive prospects into making a direct purchase. Unfortunately, this could be too direct and exhausting for first-time visitors. They may have insufficient information and may not be ready to make a purchase just yet. Make sure your CTA is not too aggressive and desperate, and guide prospects to what they need instead. 

Calls to action that are vague and have weak language with words such as “maybe” or “consider” can drive prospects away. Vague calls to action without clear information on what prospects should do and expect can lead to reduced engagement. Weak language also results in decreased motivation and urgency for taking action. 

One of the best ways to come up with an effective CTA is to test and optimise them. Neglecting A/B testing and trying different versions can prevent you from identifying the best one. Experiment continuously, compare and analyse CTA variations, and personalise your offerings to drive improved conversion. 

Improve your CTA strategy and boost online conversions

It may sound like a lot to take note of when writing a call to action. A CTA button may consist of a few words, but it requires a strategy aligned with your marketing objectives. 

Learn the essentials of conversion rate optimisation (CRO) to increase leads and conversions from website traffic. In our Ultimate Guidelines for CRO, we share strategies and benefits for improving your website’s conversion rate, as well as valuable tips for CRO touch-points – all to optimise your growth. Click here to get it.