Using CTAs to boost conversions – the humble power of the call to action

What does CTA stand for? No, not Chocolate Tastes Amazing or Channing Tatum’s Abs. CTA stands for call-to-action. It’s a force even more powerful than Channing Tatum holding a chocolate bar.

Want to push customers down your sales funnel? Using CTAs to boost conversions is a simple and successful marketing method that you should be employing on all of your content platforms.

Here’s a great example for you:

Birchbox, a monthly beauty box subscription service, with an eye-catching CTA

Anchor text CTAs (clickable text in a hyperlink) increase conversion rates by 121%. (HubSpot)

CTAs should appeal directly to potential prospects and encourage them to act immediately. CTAs can take many forms, but here are a few examples for the most basic options:

  • Download: Offer a white paper, ebook or newsletter in exchange for contact information
  • Subscribe: Feature a direct instruction for visitors to join your mailing list
  • Learn more: Lead your visitors deeper into your site and further down your sales funnel
  • Add to cart: Encourage visitors to purchase products you’re offering on your site

If you’re offering a free download, you need to think about the types of content your audience will respond to. Will they want insider industry information in an ebook? Business updates in a newsletter? Perhaps a visually appealing product brochure?

If you don’t have a clue where to start, the best thing you can do is try! Experiment with a few different options on different platforms and keep an eye on how many downloads each one gets. Track your CTAs to boost conversion as you learn which work better.

A CTA surrounded by more negative space and less clutter increases a company’s conversion rate by 232%. (VWO)

Your call to action needs to stand out. Ideally, the design of your site will subtly complement the CTA to draw your visitors’ attention to it. If a visitor is scanning your site quickly, you can’t go far wrong with a CTA at the top of your site, in the side bar or at the bottom of the page.

The design of the actual CTA is also important. A pop of colour, an attractive font, an image – all of these elements can help your CTA stand out if they work together well.

Personalised CTAs convert 42% more visitors into leads than untargeted CTAs. (HubSpot)

Your CTA needs to be clear and comprehensible. Don’t use technical jargon. A visitor to your site needs to know exactly what they are getting if they click that little button.

But don’t just assume that simple words like ‘Click to Next Page’ or ‘Subscribe Here’ will be enough. A forceful CTA should inspire potential customers to act immediately.

Using verbs, i.e. ‘doing’ words, is the ideal way to go – words like start, build, discover, learn, want and need. Connect to your customer by using words like you or your, or even me or my. And you can also use time-sensitive words – like now or today – to create urgency. To start, try simple combinations like Discover your potential today or Get started now.

Emails with a single call-to-action increase clicks by 371% and sales by 1617%. (WordStream)

Don’t just hide one CTA at the bottom of your site and assume that’ll do the job. The more CTAs you use, the more likely a potential customer will commit to one of them. To drive conversion rates, you should seamlessly integrate CTAs all over your site, on every page, in every email, in every blog post, on social media… everywhere!

If you want to feature a one-off promotion, download offer or exclusive product, why not create a pop-up or slide-in CTA?  If you inject a sense of urgency, visitors will feel like they need to make a decision on the spot if they don’t want to miss out. Hurry! While stocks last!  

CTAs not working? Experiment! Try changing the colours, tweaking the words, or moving their placement slightly on the site. Part of the fun of creating the CTA is perfecting it.

Want more advice on content marketing and how to use CTAs to boost conversions? Discover how we can help you turn more leads into conversions with our sales funnel services.

PS the button below is a CTA. In case you were wondering…


And below is one of ours!

Find out more

Ange Dove

About Ange Dove

Master copywriter and content marketer Ange Dove, AKA Your Business Transformation Fairy Godmother, founded Proof Perfect in 2003 to improve business communication and marketing, one business at a time.

Ange and her Proof Perfect team focus on providing compelling copy backed by powerful visuals to make clients’ content stand out both online and offline.

She is adept at planning strategies for her clients and using the best of today’s technologies to automate their marketing so they can Get Ready, Get Seen, Get Business.

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