If the title is the hook and the content is the line, a call-to-action is the sinker. According to Unbounce, over 90% of your website visitors who read your headlines will likely read your CTA copy. CTAs reel in your audience by enticing them to act on your ad, blog post, sales page, website, or landing page.
A CTA can be as simple as instructing your audience to click a button or as complex as a multi-step process to get free information from your business. Buy now, sign up, learn more—whatever it is, the goal is to get the visitor to take action and convert so you can achieve your desired results.
For effective conversion, you need to understand which CTAs work best for your business and how you can improve them. Continue reading as we go over the five types of conversion-focused CTAs and show you what makes each one successful.
5 Powerful CTAs for Effective Conversion
To create compelling CTAs, you need to go through the various types and see which ones elicit strong responses from your audience. Here are five that will likely get you positive results:
1. The “Buy Now” CTA
It is perhaps the most straightforward and persuasive CTA, as it encourages the reader to purchase your product or service and creates a sense of urgency.
You may also want to be more specific. For example, if you’re selling a new product, your CTA might say something like, “Buy Now and Get 50% Off!” That CTA is especially effective when used with a limited-time offer or another strong incentive.
2. The “Download Now” CTA
Marketers use this type of CTA to encourage readers to download an ebook, white paper, or other lead magnets. Offering something valuable for free can entice readers to part with their contact information so that you can continue marketing to them.
For better results, combine it with an irresistible offer. Your CTA for an ebook might say, “Download Now and Get a Free Gift on Your Next Purchase!”
3. The “Learn More” CTA
The “Learn More” type is perfect for businesses looking to generate leads. By encouraging users to learn more about your product or service, you can educate your audience, answer their questions, and start building a relationship.
In this case, it is best to add something about the benefits you are providing. For example, your CTA might say, “Learn More About Our Software and Save 60% on Overhead Costs.”
4. The “Sign Up” CTA
The “Sign Up” CTA encourages readers to sign up for a newsletter, webinar, or other recurring or subscription-based content. By offering something valuable and relevant, you can encourage readers to join your list so that you can continue marketing to them.
For example, if you’re offering a free email course on how to start a blog, your CTA might say something like “Sign Up Now to Get the Free Course.”
5. The “Enter to Win” CTA
This CTA greatly increases engagement and drives traffic to your website or social media channels. Businesses can increase their reach and build a larger audience by offering a prize for taking action (such as entering a contest or subscribing to your email list).
For example, if you’re running a contest to win a free product, your CTA might say, “Enter Now For A Chance to Win a Smart TV!”
When creating CTAs, remember what type of conversion you hope to achieve. A “Buy Now” CTA is likely your best bet if you’re selling a product or service. However, a “Sign Up” or “Download” CTA may be more effective if you’re looking to generate leads.
Features of a CTA That Converts
1) A CTA should be specific and clear.
Your CTA should be specific enough to avoid confusion about what you want your reader to do. For example, a CTA that simply says “Buy Now” is clear and precise, whereas a CTA that says “Check out our latest product” is not nearly as specific.
2) A CTA should be relevant to your audience.
Your CTA should be relevant to your target audience and offer them something they are actually interested in. For example, a personalized CTA that offers a discount on a product that answers your audience’s search query is much more likely to convert than one that offers a promo on a product they neither need nor want.
3) A CTA should be actionable.
Your CTA should be something your site visitor can do that directs them to the next stage of the buyer’s journey. A CTA that says “Sign up for our newsletter” is one example, as it prompts the reader to give their information in exchange for further marketing and lead-nurturing correspondence that may lead to a purchase.
4) A CTA should be visually appealing.
Your CTA should be visually appealing and stand out from the rest of your content. One in a different color or font than the rest of your text will attract more attention.
5) A CTA should have a sense of urgency.
Your CTA should create a sense of urgency in your reader to be more likely to take action. For example, a CTA that says “Sign up now and get 6 months of premium for free” is more likely to convert than a CTA that simply says “Sign up now.”
There is no one-size-fits-all solution for creating effective calls to action. The best way to create a CTA that converts is to experiment with different types and see what will work best for your business and your target audience.
Where to Put Your CTAs
Your call to action is only successful if people can see it. You need to put your CTAs strategically where they will be seen and clicked on. Below are some of the best places to put your CTAs:
1) In the Header
The header is one of the most effective places to put your CTA. It’s one of the first things people will see when visiting your website. Make sure your CTA is visible and easy to find in your header.
2) In the Body
You can place your CTA in the body of your content. That is a great way to encourage people to read your content and become interested in your offer.
3) In the Footer
Your footer is another excellent place to put your CTA because it’s one of the last things people will see before leaving your website. It is a great way to ensure people don’t forget about your CTA.
4) As a Pop-up
If you want to make sure people see your CTA, you can also use a pop-up. Pop-ups can be effective, but they can also be annoying, so make sure you use them sparingly and only when necessary.
5) In the Resource Box
Your resource box is a great place to put your CTAs because it is where people will often look when they are looking for more information. By placing your CTA in the resource box, you’re more likely to get people to take notice and take action.
CTAs come in all forms, shapes, and sizes, but the ones that convert best are those that appeal to a prospect’s emotions. When you know what type of CTA works best for your target market, you can create an effective marketing campaign that drives conversions.
If you’re unsure where to start, sign up or meet with InstantlyRelevant today to get AI and human experts to help you create compelling content that leads your audience to act.