Creating a clear call to action (CTA) is essential to converting visitors into leads. But how do you create the perfect thing? How do you know it’s perfect and what are some examples of call to action?
If you are struggling to build a strong CTA, this framework will help you create a unique CTA that is perfect for your business.
What is a call to action?
A call to action is where you tell your visitors what action to take after viewing your content (landing pages, pop-ups, blog posts, social ads, etc.).
If you think of a customer journey roadmap, the CTA will point visitors to the first step in the buyer’s journey.
What makes a good call to action?
Unfortunately, there is no one-size-fits-all solution or a one-size-fits-all formula for every business.
Different companies will employ different strategies based primarily on the buying cycle and the ideal customer pain point.
For example, someone who sells CRM software usually has a different CTA than someone who sells you $10 food.
A CRM company’s CTA can be a softer question first, such as a quiz, watching a demo video, or looking at a case study. However, food services may have a more direct CTA, such as “Order Now” or “Buy Now”
Regardless of your industry and business model, however, there are a few things you can do to improve conversions. Here are some tips.
Build a strong setup
The CTA expands better than the buy button.
The copy around the CTA will have a greater effect on the success of the CTA than the words on the button.
For example, if you sell CRM software, you may want to include information from case studies and access key issues.
An example might look like “Drive more sales in less time. 10x lead quality solution.”
use action words
Your goal is always to have visitors take action, so it’s no surprise that you should use verbs in your copy
For example, the most common CTA terms include:
gives instant gratification
Plenty of great CTAs are also satisfying.
For example, if you sell heatmap software instead of having a button that says “Go,” the button might say “Show my heat map.”
You can also use instant gratification on the setup copy. As you’ll see below, OptinMonster has a copy of the settings that says. “Instantly increase your email list, get more leads and increase sales”
Note that reinforcing instant gratification also requires you to have a deeper understanding of your listeners and their pain points.
Urgency is also important, especially for budget products. For example, combining words like “now” and “today” can help increase conversions.
You can also add countdown timers and inventory counters as appropriate.
However, if you claim that you will close an offer, you must close that offer. If not, your customers will learn that there is no urgency.
make it irresistible
When potential customers come to your website, it’s your job to offer them an offer that is relevant to them, so it’s easy to accept. You’ll see a lot of that in the upcoming call-to-action example. To create a truly irresistible proposition, you also need to understand your audience’s pain points.
For example, if you’re a food delivery service provider, serious leads want food delivered to your door as soon as they arrive on your website. So if your CTA offers a free first meal, it’s easy for them to accept.
Likewise, if you’re selling a mattress and offering $200 for a customer’s first purchase, a serious lead in need of a mattress will happily give you an email address for $200.
20 types of converted CTAs
Ready to review your converted CTAs?
Although your exact copy depends entirely on your audience and business. But here are 20 examples of stellar call-to-action to inspire you. From B2B to B2C, everything is included in this list.
Home and landing pages
I will teach you to be rich
Ramit Sethi is known for his outstanding copywriting, so it’s no surprise that the CTA on his website is great too.
He offers a wide range of courses through his website, so instead of sending viewers to generic web pages, he has them take interactive quizzes and then submit them to the content that best matches them.
Although his audience has different interests. But they all have one thing in common: they want to earn more and do it quickly.
He had perfect control over that pain point by asking reflective questions and offering quick solutions in just an hour.
Since his courses often cost thousands of dollars, his purchase cycle is much longer, so he gently asks, just answering.
Note that the CTA also uses the term action (start), and the setup copy will delve into his buyer’s ideal self.
Crazy Egg offers heatmap software for websites.
This CTA also delves into the personality of the buyer. You can tell from the copy that it is targeted at data-driven B2B marketers who want to instantly improve their website.
It also added evidence and credibility by writing “300,000 Sites Use Crazy Egg”.
The “Show My Thermal Map” language also provides instant gratification and tells visitors what to expect by entering a website URL.
By adding a 30-day free trial guarantee, one of our call-to-action samples seals the deal for qualified leads.
SparkToro is a relatively new tool developed by Moz founder Rand Fishkin. It also has an excellent CTA that is clear and concise.
Since it’s still a new company, the settings for the CTA clearly state what the tool does. (Find out what your audience reads, watch their watches, etc.) and how they can help you. (You can contact them from where they socialize.
They have a freemium model, so the first step in the buyer’s journey is to have potential customers try out the software and understand how it works – the CTA is to use the tool.If you are the ideal lead for this product, you don’t need this free tool to solve your problem.
Neil Patel has tested a number of CTAs over the years, although he continues to return to this popularity.
The key to this CTA is geographic adaptation. This is the only CTA on the list that offers the next level of personalization and it works really well.
In addition, the question eliminates leads that are not suitable for his business as his services help the business drive more traffic. (among other things)
OptinMonster offers conversion optimization software, so it’s no surprise that they have a killer CTA.
The OptinMonster CTA is one of the only CTAs on the list that has both a persuasive copy and a persuasive image.
The image caught the attention of the audience and anyone looking to grow their business will need to read the rest of the CTA.
Clear copy attracts B2B customers because it promises to:
- Increase your email list
- Get more leads
- increase sales
Finally, the copy provides instant gratification, beginning with the word “immediately.”
Lyft CTA is a great example of a CTA for a B2C product/service with a short sales cycle.
Although this CTA does not sell products or services. But the value is simple and clear: you can make money driving.
Due to the simplicity of the offer and the short purchase cycle, no guarantees or additional information are required.
This CTA is irresistible to qualified leads.
If you are buying a mattress and come across this site, you will want to click on it even if you are still not sure if you want to buy from it.
They also offer a light question to the CTA, asking visitors to take a sleep test instead of buying a mattress.
Since they sell relatively expensive luxury mattresses, asking a visitor to take a sleep test is like asking someone on a coffee date. not full commitment But they get used to the brand.
Salesforce is one of the only companies linking case studies to their CTAs.
It’s great because instead of saying why their products are great, they show how it’s making their customers successful.
Approaching potential customers from a data-driven perspective (a 20x increase in real estate tours) also increases the credibility of their brand.It also increases the appeal of the ideal prospect. (People who want a CRM to help generate leads faster)
In addition, both CTA keys are uncommitted. This works well because it increases the chances of getting a “yes” from each visitor.
This product is designed for people who want to improve their health, lose weight and get fit.
However, many of their clients are beginners. As a fitness beginner, one of the biggest pain points is the abundance of information available. Therefore, their products exist to streamline startups.
In our call-to-action example, the CTA reflects their ideal customer profile, mentioning “Startup Exercise,” which welcomes an audience that is just starting and branding them as a solution that simplifies the workout.
The first sentence also goes into the lead’s pain point, as strong leads for this product often feel that their diet is out of control.
Finally, they break down three simple things an app can do:
- track calories
- break down ingredients
- activity log
The copy on the button is uncommitted as it emphasizes the word “free”.
There are hundreds of different email software solutions out there, and most of them offer a lot of complex features.
This CTA is very clear about what it offers. Tools to:
- send email
- create page
- Automate the marketing process
It’s also clear what customers will get. The yellow highlighted area will animate and switch between:
- get leads
- get sales
I know this CTA is working because as I wrote this post and analyzed DoorDash’s CTA, I actually made a purchase!
The value is simple: they will bring food from your favorite restaurant to your doorstep.
This is a self-explanatory, low-cost B2C product, with a purchase cycle that takes about 30 seconds, so they don’t need to offer guarantees or any other setup copy.
In fact, the fewer distractions a buyer has, the better your conversions will be.
CTA to enter your shipping address is interesting. (And finally what attracted me) because I wanted to see what restaurants they would deliver.
When I saw that I could deliver the food to me right away and that I could keep working, it didn’t cost me a cent to deliver the food.
Stitch Fix has an interesting approach to CTAs, although it’s a B2C product, it’s still committed to it, so it has a slightly longer buyer’s path.
It’s a relatively new concept which can make CTAs cumbersome (if the customer doesn’t understand what you’re offering, the CTA won’t convert).
Instead of using multiple lines of copy to describe what they did, they gave videos of men and women unpacking, trying on their clothes and returning the boxes.
In this case, the video shows how the process works better than explaining it with a copy.
Also, the CTA button is a soft ask button for the first point in the customer journey: take a short style quiz.
Sumo offers a relatively simple CTA for B2B products, taking advantage of the fact that it is a free tool which automatically makes their ideal customers sign up.
If the fact that this tool is free still doesn’t convince you to sign up, they also explain that setting it up is very easy. (Which is a major problem for email marketers.)
- Enable (without encryption)
Also, if you have a large number of users, include that number. They have a certain number (884,767 sites) on the CTA, which increases their credibility.
The quarantine gave people time to think of other ways to make money online, and Teachable’s market is booming. Their CTAs are pretty simple and appeal to an audience of relatively new course creators. (Which is perfect because their software is designed to be simple and easy to use.)
They also highlight the free trial offer and simply ask for an email address to get started.
A list of good call-to-action examples wouldn’t be complete without ClickFunnels.They are experts at sales, so they clearly have a killer CTA.
They primarily sell to smaller companies, and their copy hits those entrepreneurs’ pain points
First of all, most new entrepreneurs can’t afford to hire large tech teams, and they only need a simple way to turn their visitors into customers.
It also adds a video to the side that plays automatically when you enter the site and essentially shows how the product works, rather than being explained in the CTA. Finally, freemium offers let people use the software at no cost.
It also uses more urgency than most of the other CTAs on this list, mentioning “now” twice and other words like “soon” to encourage action. Keep in mind that while pressure can work well with some products. But be aware of your brand.
For example, if you provide fertility services, pressure on someone to schedule an appointment will make your brand image less sensitive.
If your visitor sees a CTA on your homepage and tries to get out, try the pop-up out.
The exit popup should have a clear CTA that convinces the visitor to ignore or at least provides information that helps you retarget. (e.g. email address) However, this works for ClickFunnels as most operators consider themselves to be operators.
Here are some great call-to-action examples in pop-ups:
Adore Me offers a very reliable B2C CTA in the popup. First, they create real urgency with a countdown timer at the top. It also determines the discounts you can get. (Which is a big discount, not just 10% off).
Next, there is a guarantee. (Free exchange) and finally, they make copies on the buttons that are very convincing. Most CTAs have a button that says “Buy Now.” However, this language implies that customers will spend money on purchases, which can make them feel guilty.
So this CTA “Unlock my offer” implies that customers will save money, which saves visitors from having to think about pain. It’s also much more refreshing than similar, exhausting models like “Get my offer” or “Redeem my offer.”
In addition, the close offer button uses reverse psychology to induce money-losing offenses.
HelloFresh has an interesting pop-up CTA.
Instead of asking visitors to sign up or do something, they offer a fun interactive experience that takes them the first step in the customer journey.If your visitors are not interested in your first CTA, you can offer them a different experience.
Note that they also collect leads, so if a customer leaves after playing the game, HelloFresh can still be retargeted.
They also use a similar reverse psychology where Adore Me uses buttons where they want people to click suggest value additions while exit buttons show a loss of value.
Tim Ferriss also presents an interesting pop-up CTA.
Most of the people who visit his website are interested in Tim himself, so his 17 Life-Changing Questions Download Offer appeals to his audience.
Again, a great CTA isn’t about “tricking” the audience into doing something. Rather, it is to offer what they want that all of these call-to-action examples are correct.
YouTube has promoted premium subscriptions and now this is their popup.
Since they haven’t changed in a while, it can be concluded that the conversion is going really well.
The most likely reason for good conversions is a very simple proposal. (You won’t see ads) and the CTA uses reverse psychology again.
Buttons to skip trials hurt customers. (Leave something on the table) while the button to continue gives the same relief. (get free stuff)
Although this CTA might not be like the others on the list, I thought it was quite creative and decided to add it.
When you enter the Starbucks website, you must accept their cookies. However, when you click to accept this smart pop-up will appear.
It is also very useful as it allows visitors who wish to order online to quickly enter the ordering process.
Invent, test, and replicate
Did these examples of calls to action inspire you to act now?
Continue to test different CTAs, experiment with other setup copies, or even consider adding media and images. No one becomes an incredible copywriter overnight. But a deep understanding of pain points and customer satisfaction will help guide you in the right direction.