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Whether your goal is to have visitors join your email list, check out product testimonials, or shine some light on a new release, these 4 successful tips will allow you to create effective call-to-action your customers can’t resist!

We first need to understand what a Call-To-Action (CTA) is. We can define it as an “element” or “tool” marketers and eCommerce managers use to guide users towards an action, which ultimately leads to a conversion (micro or macro conversion).

Most of the time CTAs are buttons (with different shape, text, size and color) but as a matter of fact any element in your page where users can click is a call-to-action. For the sake of this article we will only refer to the first option, buttons.

1. CTAs Must Be Relevant

CTA copy needs to be relevant to the message (offer) you are trying to convey on your web page. Relevancy is referred to the wording (“Learn More”, “Add To Cart”, “Buy”, “Continue”, “Join”, etc…) used in CTA which needs to be relevant to the conversion scenario that the shoppers is in.

To help organize the conversion scenario, there´s a so called “Rule of One” that establishes the need of adding just one purpose, one point of focus and one CTA per webpage.

Understanding this rule will help you identify where and how to draw your customers attention and will make it easier to craft relevant CTAs.

2. Placement is Key

Make sure your users don’t need to search or figure out the next step to take, present it to them in a thoughtful and strategic manner. Images can help to draw attention to that section of the page.

Be aware of the information you place before, after and around it, this information should give context and/or reasons for clicking the CTA.

Typically CTA placement is suggested to be above the fold. However, there are factors that may determine to place it somewhere else.

For example, within the conversion funnel, there are stages for educating, nurturing, engaging your prospects that require CTA to be strategically placed after providing key information.

Simple products or services can have the buttons above the fold, but for more complex ones it might be a good idea to place them after certain amount of information that helps the user to make a timely decision.


3. First Person Tone

A study shared by Unbounce informs that button texts that are set on a first person tone (Get My Discount) got a staggering 90% increase in clicks over the ones written on second person (Get Your Discount). Try this tweak and always measure the results, you will be surprised.

first person

4. Further Optimization

It’s always a good idea to test your CTA elements on a usability, A/B or multivariate testing.

Test colors, wording, placement and design.

Look for adding a “sense of urgency” the words “Now” and “Today” are widely used and have yield good results, these options can be applied with benefits of making click now or today:

  • Sign Up and Get 30% Off – Today Only
  • Buy Now for $40 $30

There are different techniques that can add up to you CTAs optimization process. On one of our posts from March 2016, we addressed different tips and tricks on how to use psychology to increase your conversions which can be applied to CTAs.


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