If you want your target audience to convert, then you need to step up your call-to-action game. With the right design, copy, and placement, you can create attractive landing pages with powerful CTAs that motivate website visitors to make a move.
The psychology behind compelling Call-to-action
The following are some useful vital elements that will make a compelling Call-to-action in every case.
- Grabs the attention of the audience
Before visitors do anything, they need first to notice call-to-action. Use a combination of design, font, and placement on the landing page to ensure your CTA button or form jumps out from the rest of the content—even during a quick skim.
- Make a single and specific request.
Your call-to-action is not the place to play hard to get. Instead, tell readers precisely what you want them to do. Though there are several ways to use calls to action, the general rule should align with a single conversion goal at the center of your campaign.
- Present a clear pathway forward
Use direct and straightforward language to set expectations and tell the users exactly what they will get from clicking on the call-to-action button. the audience is less likely to click on a link if they do not know where it is taking them, so be clear on what 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 registration form to “join [your] community.”
- Motivate readers to click
Use action-oriented language that focuses on results. The primary approach is to use actionable verbs (like “get,” “download,” “start,” “reserve,” and “grab”) to build momentum. You can also experiment with first-person point-of-view, positive affirmations, and creating a sense of urgency.
- Test and optimize
Sometimes the best approach is to write calls to action is to test out several variations. When it comes to optimizing the ad copy, a call to action is one of the easiest things to swap out (and even small changes can significantly impact your conversions). Smart traffic uses artificial intelligence to analyze your visitors and automatically display the most effective CTA to each person.
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Where does Call-to-action fit in the PPC marketing campaign?
The landing page or marketing campaign is the most effective when built around a single conversion goal. That conversion goal on the page is known as a call to action. It may be in the form of a single button, such as a click-through page or lead generation form.
There are various types of CTAs you might leverage to varying points of your marketing funnel. Everything from the campaign goal to your audience awareness should influence how you write calls to action for your sales pages, landing pages, and lead generation forms.
These are some common types of calls to action marketing experts should master:
- Lead Generation: A lead generation can call to action helps in identifying profitable leads. Whether to download a piece of gated information, register for a future event or webinar, or request a quote from the sales team, lead generation call-to-action nudge leads to raising their hand and sharing details qualify them.
- Click-through CTAs: In several cases, lead nurturing campaigns feature call to action buttons explicitly designed to get viewers to click. It could be part of an email campaign, a social media ad, or a landing page, but the aim is always to boost product awareness and aid discovery.
- Sales and Signups: In the right place and at the right time, calls to action can increase sales and convert leads into customers. It means targeting contacts who are ready to “buy now”—like those who click through to your sales landing page—and use action-oriented language. This thing applies to account creation (perhaps for a trial, paid account, freemium version of the service) and e-commerce checkout pages.
- Click-to-Call Buttons: Rather than filling out the form or collecting data about the leads, a click-to-call button gives prospects a direct line to reach your team. Not only this convenient, but click-to-call CTAs can be combined with A/B testing and call tracking to boost lead generation.
- Social Engagement: Brands that can successfully promote their products or services on social media use calls to action to drive the targetted audience’s engagement. By asking the viewers to follow, share, like, comment, or smash that subscribe button, you can broaden your reach, increase your following, and build relationships with potential customers.
Real World Call to Action Examples: How Unbounce Customers Use call-to-action to Drive Conversions
This is how some of the Unbounce customers use call-to-action, which helps drive customer actions across various industries.
- Cloud spot
CloudSpot uses a lead magnet to attract prospective customers, build an email list, and drive app downloads. The entire page is perfect for the target audience (wedding and portrait photographers), which immediately tells leads that they’ve landed in the right place. Even the call-to-action itself is written with the audience in mind. By encouraging the readers to “Get YOUR App” instead of “Get OUR app,” CloudSpot cleverly places further emphasis on the reader and draws them into the page. By promising to help photographers “replace awkward, unnatural moments” with more flattering poses, the benefits are clear regarding the audience’s pain points.
- The listing lab
By promising them to show real estate agents how to occupy their calendar with appointments without working more hours, the Listings Lab creates some severe incentive for agents to “get [their] free download.” Plus, the headline serves as an innovative way to qualify leads by speaking directly to agents who are “stuck at 6-figures.”
- Waldo contacts
The secret to good copywriting is balancing cleverness with clarity. It is not always a comfortable balance, but a tagline like “Get ready to see happiness” is both cute and concise, making it perfect for this contact lens subscription service-especially when paired with a straightforward benefits statement and a direct CTA. This call to action example by Waldo effectively drives website visitors to start a free trial because even though the tagline leans towards innovative, the action button itself is 100% clear about the reader’s next step (“Start your free trial”).