If you look closely at the effectiveness of online marketing campaigns, you might be surprised to find that some seemingly impressive ones fail to deliver desired results. Often, the fault lies in not paying adequate attention to the calls to action (CTAs) in use. After all, just like you test your web design, copy, and images, you should do the same with your CTAs. So, what does CTA mean in marketing, why does it warrant your attention, and how do you write one that’s effective?
Table Of Contents
What Is a Call to Action in Marketing?
Typically, a call to action can come in the form of a piece of writing, a speech, or an action that pushes or persuades people to take desired action. When it comes to digital marketing, CTAs find their way to webpages, emails, ads, app store listings, and push notifications. In addition, a CTA for the digital landscape usually comes in the form of an action phrase like Subscribe Now or Buy Now, accompanied by a hyperlink or button.
Soft vs. Hard CTAs
Looking at different call to action examples will show you that they fall under two basic categories – soft and hard. Soft CTAs are not particularly invasive and guide web users through the conversion funnel. You may find their use in creating awareness during a buyer’s journey. An example of a soft CTA is Learn More. On the other hand, a hard CTA is usually assertive and direct, aimed at driving conversions, and examples include Buy Now and Become a Member Today.
The Need for Testing
How well you use your CTAs has a direct bearing on the leads you capture and your conversion rates. As a result, you must test the ones you use to achieve optimum results. One of the best ways to do this is to turn to A/B testing as it gives you the means to select the ones that have the highest conversion rates. For example, you may find that there’s a noticeable difference in conversions even with seemingly similar CTAs like Buy Now and Shop Today.
The Importance of CTAs
A call to action plays a crucial role in different forms of digital marketing, and you can find one on almost every page of a website. A CTA gives web users an indication of what they need to do next, whereas the absence of one can leave a user confused or lost. Not knowing what to do next, a user can then abandon your website without performing the desired action.
A good CTA not only helps make the online experience frictionless, it also guides users down the sale funnel seamlessly. The opposite is true as well. For example, if you have a blog post with no CTA at the end, a reader might leave your website after going through the post. However, a CTA like Read Related Posts or Request a Quote can keep the interaction going.
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Call to Action Statistics
Data collated by Wisernotify sheds some interesting light surrounding the benefits of using CTAs and how you can improve their performance.
- You may expect conversion rates to increase by up to 161% by using clear and specific CTAs.
- Adding a call to action button at the bottom of a product page can lead to a 70% increase in conversions.
- A personalized CTA has the potential to outperform a basic CTA by over 200%.
- Click-through rates can increase by up to 90% by increasing a CTA button’s size.
- Urgency-based CTAs can boost conversion rates by over 300%.
- Changing a call to action button’s color can increase conversions by over 20%.
Call to Action Examples
The CTA you should use depends on factors like your objectives and where users are in the sales funnel. Using a soft or a hard CTA has a bearing on the words you should select, as you may see in the corresponding call to action examples.
- Learn More
- Explore More
- Join Our Community
- Take the Survey
- Sign Up for Free
- Get Started for Free
- Download Now
- Add to Cart
- Unlock Huge Savings
- Get Instant Access
- Activate Offer Now
- Shop Now
- Subscribe and Save
If you look at the top eCommerce websites, you’ll notice they make great use of relevant action words in their CTAs. These include words like Shop, View, Save, Reserve, Buy, Order, and Add to Cart. A nonprofit organization’s website, on the other hand, would benefit more from using words like Support, Commit, Donate, Give, and Volunteer.
How Do You Write a Call to Action?
If you’re wondering how to write a call to action, keep in mind that you need to use persuasive words that drive your target audience into performing desired actions. However, the answer to, “What is a call to action strategy?” extends beyond the words you use and requires paying attention to other aspects too. If you plan to write CTAs on your own, this is what you need to know.
- Identify your goal and work your way backward.
- Aim for simplicity and avoid jargon.
- Keep your CTAs concise (no more than five to seven words).
- Make use of action words.
- Ensure that the CTAs are easily visible.
- Highlight the value the reader stands to receive.
- Create a sense of urgency.
- Make the CTAs visually appealing, even if it means hiring a professional.
In addition to how you write a CTA, what also matters is what happens after readers click on the link or the button. Ideally, following through should be simple and it should not include complicated steps that deter users from moving forward.
Conclusion
Calls to action play a crucial role in digital marketing campaigns because they encourage readers to carry out desired actions. If you’re still not sure of how to write a call to action that produces results, it might be in your best interest to seek help from a professional digital marketing agency. This way, you stand to benefit from the expertise it brings to the table, and the money you spend ends up being a worthy investment.
