How to write an effective CTA?
Think over these facts!
The CTA (call to action) is the final step of the blog post, web page, newsletter or landing page. It may not seem as important as the body of the article or even the headline, but this is your last chance to get your readers to take the action you want.
Whether you already have an online business site, an online store, or are just getting started by watching WordPress setup tutorials, you need to understand how to create effective calls to action to successfully convert casual readers into active users and your customers.
When implemented correctly, your target audience is highly motivated to take the next step, whether that’s filling out a form for more information, signing up for your newsletter, or making a purchase.
Emails that include a well-crafted CTA button get 371% more clicks and 1,617% more sales than those without.
Content that guides readers to make a decision, ie. clicking on a CTA button is essential to the success of your business.
Drive your readers to the CTA
Before we talk about details like which buttons are most effective and how to choose the right button for the right audience, here’s what your content needs to be to motivate readers to click the button:
- State the proposals clearly
- Resonate with the audience and their needs
- Address their desires without being overly salesy or pushy
- Provide contact information in a casual manner
- Establish a reason to take the next step—for example, to get more information or make a purchase
- Ask for the click – clearly explain what the reader gets as soon as they click the button
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The call-to-action button is not universal
The Shop Now, Sign Up, and Download buttons qualify when it comes to the last point in the list above. There’s no doubt what the click will accomplish—opening the shopping page, allowing the reader to subscribe to a newsletter, or downloading a free e-book.
Adding buttons to each ad increases the click-through rate by an average of 2.5 times compared to messages without buttons.
However, the call-to-action button is not universal; different buttons perform better for different audiences. “Book Now” is most popular with the travel set, while “Learn More” appeals to users in education, finance, and healthcare. Do you see why point two from the list above is so important? If you want to attract buyers, you need to address their needs.
Create a short CTA that inspires action
To be compelling, your CTA must answer the “what” and “why” questions for people engaging with your content. A powerful CTA phrase aligns with point five in the first section (“create a reason to take the next step”) because when you emphasize a specific benefit to readers, it gives them a compelling reason to continue.
Consumers don’t want to “buy”, they give you something: their money, they want to “get”, and you can give them something they will like.
One case study saw a 31% increase in conversions when a customer changed their “Create my account” button to “Create an account and get started.” There is a subtle difference, but a strong one. Change answered the question, “What do I get for my efforts?”
Color matching the perfect CTA button
Wording is only one component of designing a button that resonates with your audience. Contrary to popular belief a few years ago, there is no single magic color that will attract customers. You need to research your specific audience to discover their personal preferences.
Note, however, that it is not the button color that is the accent, but the contrast of the button color with the surrounding text. The button needs to stand out from the rest of the page to really impact CTR.
Page location is another key consideration
Positioning matters, but it’s essential to make the button obvious to readers as soon as they finish reading.
You should generally stick to just one CTA button per page so you don’t overwhelm readers and turn them away. However, using more than one button per page is fine if your ad is longer; in this case, you’ll want to place several CTAs where the user is motivated to make the purchase.
But if you’re using multiple CTAs in a long landing page, don’t have three buttons with three different purposes. One page, one message.
Every element is important
In website design, usability and functionality should guide every decision – trumping all other design considerations. In order to achieve a clear, easy and ultimately direct path to conversion, both design and technical issues are considered. Each link should function quickly and each active button should be positioned correctly, requiring as little effort as possible for the visitor to move to the next step.
Here’s a summary and some additional tips to help you create the perfect button for your audience:
- Color choice is important, but there is no one-size-fits-all color
- Get to know your audience intimately
- Remember, it’s all about the consumer journey, so create engaging content that has a single message driving readers to the CTA
- Page position is not as important as visibility and clarity
- Emphasize the urgency of immediate action without startling users
- Finally, don’t be afraid to test different colors, page positions, and text
If you follow even a few of these tips and test different scenarios to refine your call-to-action button design, you’ll achieve increased customer engagement. And if you want to create a new website or update an old one, you can trust us to find the best strategy for your business that will lead you to sure success.