Click Here. Learn More. Buy Now. There are so many different ways to craft a call to action (CTA), but not all are created equal. And there's actually a lot more thought put into them than you might think. Many companies test and retest CTAs to come up with the ones that convert the most successfully.
So how do you craft an effective CTA? Let's take a look at some tips to get you on the road to higher click-through and conversion rates.
1. Motivate with Specifics
"Click here" shouldn't even be in your vocabulary. Why? It tells users that they should click, but not why. Good CTAs will not only be directional, but motivational. For example, let's say you're selling shampoo, and you've written a blog post about how it helps repair split ends. When you have your CTA at the end of the post linking to your product page, instead of "Click here," try "Say goodbye to split ends" or "I want healthier hair." That way, you're further emphasizing the benefit they'll be receiving with your product.
2. Use Powerful Verbs
One good rule to follow is using action words. You want people to take action, and you need to convince them with one short phrase. Try words like "discover," "explore," "save," or "start."
3. Explore a Softer Sell
Aggressive CTAs have the potential to scare customers off. For example, someone shopping for insurance might not be ready to apply just yet. So instead of a harder sell CTA like "Apply Now," perhaps try something a bit less intimidating like "Get started." But always test your CTAs to know for sure what works best for your audience.
4. Focus on the Design
Button design is also a critical part of crafting an effective CTA. First, consider your brand color palette and ensure your buttons align with that color scheme. Second, make sure the text is readable against the button color and that the button stands out from the background. You wouldn't want to place an orange button on an orange background, for example. You can also test button shapes. It might seem subtle, but there might be a difference in conversion between a rounded button vs. a square one.
5. Make It Personal
Putting yourself in the customer's shoes can be quite effective. For example, one study found that using "my" instead of "your" performed significantly better. One explanation for this could be that it makes the user feel in control of their decision. It might also stand out because of the prevalence of using "your" on buttons. Either way, it's definitely a tactic worth testing.
6. Create Urgency
Once a customer leaves a page or site, it can be difficult to get them back. You want to strike while the iron's hot and convert your leads on the spot. Creating CTAs that communicate urgency can help with that. Instead of simply saying, "Sign up," you might try "Sign up today." Or instead of "Purchase," you could try something like "Buy now" or "Buy now and save."
7. Test, Test, Test
In case you haven't noticed, we strongly recommend testing your CTAs — over and over again. Even the smallest copy nuance or color change could boost your click-through rates.
Don't be afraid to try CTAs that might seem too outside the box — sometimes the result of an A/B test will surprise you. Happy converting!