If you want your target audience to convert, then you need to step up your call-to-action game. With the right design, you can create attractive landing pages 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 the call to action.
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.
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 to writing calls to action is to test out several variations. When it comes to optimizing the ad, a call to action is one of the easiest to swap out. Smart traffic uses artificial intelligence to analyze your visitors
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 that marketing experts should master:
- Lead Generation: Lead generation can call to action and help 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 using action-oriented language. This thing applies to account creation (perhaps for a trial, paid account, or 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 is 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 target audience’s engagement. Asking the viewers to follow, share, like, comment, or smash that subscribe button, can broaden your reach, and increase your relationships with 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.
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, 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 secret to good copywriting is balancing cleverness with clarity. This call-to-action example by Waldo effectively drives website visitors to start a free trial.