Do you want to convince your readers to purchase?
Perhaps you can attract more subscribers to your newsletter.
You might even be able to watch your conversion rates skyrocket.
All you need to do is call to action (CTA) the right way.
CTAs not only give your prospects clarity but also make your marketing campaigns easier.
Here are some CTA examples you can use to inspire your campaigns. Three essential elements of a call to action are also highlighted.
They are effective in all advertising channels, digital and traditional.
Let’s get started!
What is a Call to Action (CTA), and how can it help you?
A call to action is an invitation to a user to take the desired action. persuasive writing often includes a call to action examples. A call to action is often included at the end of a blog post, video, or other content that a brand uses to make its case.
For example, a political action group might write a piece about the importance of voting in the next elections. The piece could end with a call to action for readers to register to vote with a link to a voter application form.
A call to action button will be visible on homepages on the right rail, or above the navigation bar.
They will be placed wherever they know their readers want to sign up, browse products, or input information.
How do you write a call to action?
Before you start writing your call to action, identify the goal that you are trying to achieve.
- Are you looking to increase your subscriptions?
- Boost sales?
- How can you move readers to another piece of content?
When you have a clear idea of what you want, you can start to think about the best way to accomplish it.
Call to Action phrases that are concise and use strong verbs are the best.
They are direct to the user. An effective call to actions phrase example would use specific words to communicate the desired outcome, rather than weaker words such as click here.
Discover your best life
Join our community
Book your next adventure.
These CTAs have one purpose: To get people to give money.
Traditional Call to Action examples
Let’s first look at some direct mail marketing examples from magazines.
These are often from magazines that encourage readers to renew or start a subscription. They’re specifically from the inserts, which often fall from within the pages as you read.
They all share three things in common. While some are more obvious than others, they all have the same approach to driving action.
You can see them while you’re reading through this collection of old CTAs. I’ll let you know my findings down below.
Sales and Marketing Management Magazine
If you’ve been waiting for the right time to grab this opportunity, now is the time. Send us your request for a free issue.
Outside Magazine
Explore the world outside. Register today.
Success Magazine
Enjoy a taster of SUCCESS. Fill out the form at the top of the letter and I will send you the next issue.
Harpers Magazine
You would like a copy of the book? My offer is not binding. Please let me know by January 31 if you accept my offer.
House & Garden
Enjoy the thrill of it all, but for so little. Take advantage of the “Summer White Sale” to save on a subscription today to HG
You can’t get much more exciting than that, right?
Those were, however, some of the most creative. These were the majority of the entries.
- Send me your acceptance today
- Act now! You have nothing to lose, but a beautiful garden to gain.
- DO NOT SEND MONEY NOW Send your card to us today, however!
- Send the enclosed card today if you are looking for knowledge, adventure, and a better future.
Do you see the pattern?
Call to Action is often the last instruction for a reader. It makes sense therefore that similar products will have largely the same instruction.
Let’s face it, to get a subscription, each magazine needs its readers to send an enclosed card.
It doesn’t matter how well-written an ad copy is. The campaign would not be worthwhile, even if the recipient liked it.
This example is only applicable to print campaigns.
It is rare to see digital marketers asking users to send something to convert.
It would be a shame to think about the terrible conversion rates they might have.
Regardless of your call to action format, there are three important things that almost all the examples above mention.
- An unrestricted statement that eliminates or reduces the risk. They may be asking for a trial or a free purchase, but not a purchase. In other words, they want to allow you to try us before you buy.
- Each one contains a version of “Mail your accept card”. This is simple useability. It is important to explain what the next step is. It would be something like “Click the button to continue” today.
- Encouragement to immediately respond. This is the standard direct response. Do not give people the option to think and wait.
These three elements together make it easy for the consumer to ask simple questions that require little effort.
This is a good thing for most businesses.
Let’s now take a look at the conversion of these elements into digital campaigns.
Adapting Traditional Techniques for Digital Formats
It was easy to replicate print campaigns in digital formats when marketers first began using them to reach customers.
They shouldn’t waste their time redesigning and rewriting what worked.
This is why many of the earliest digital marketing in NYC campaigns, and their CTAs, perfectly mirrored direct mail ads.
These ads had a similar approach to copy. They simply substituted the directive “mail the enclosed cards” for a link or button.
Take a look at this email campaign by Stansberry Research’s retirement millionaire promotion.
This might seem dated or spammy today.
Based on the three elements of the call to action we have already covered, it ticks all the boxes.
- There is no obligation. If “TRY” appears in all caps, the email offers a full reimbursement.
- Users are directed to click on “Subscribe Now” for more information about usability.
- Immediacy: Copy contains the phrase “right away” and the CTA button uses “Now”.
This approach may not be practical today.
However, the fact that early digital campaigns were very similar to their print counterparts was not necessarily a negative thing.
Direct mail ads were a familiar format for consumers, so keeping the content the same made it easier to transition to digital.
The only difference was that they could click a button and not take a more complicated action.
Check out this example ad from an early digital campaign for Prevention’s Dance it Off! series.
This ad looks almost like direct mail. However, it tells users to click instead of sending a response.
In keeping with best practices, the book encourages readers to “try it free for 21 days!” rather than asking for immediate purchase.
Some advertisers decided to simplify their calls for action by moving from print to digital.
W magazine relied heavily on the “why don’t” approach to their print ads.
This is the basic idea: By addressing readers’ concerns, and removing any barriers to action, you give them the feeling that there is no reason to not try a product/service. This increases the likelihood that potential customers will act.
This is how they applied this logic to an old direct mail piece
This offer might not last for long. Order W today and see what you think about your free issue. With so much to gain and absolutely nothing to lose, why not take a look at your free issue?
It is obvious what they are trying to accomplish here. They are attempting to instill a belief that there is so much to be gained and absolutely nothing to lose by promising readers that they have no choice but to take action.
This strategy can help if your call to action isn’t compelling enough for readers to take action. This strategy aims to change a user’s mind from “why?” to “why not?”
This approach was used even though W magazine moved to digital. They modified it to take advantage of the instantaneity that digital campaigns offer.
Audobon, another magazine, tried to lure readers with more than a subscription through their CTAs. Here’s an example taken from one of their older direct mail pieces.
Simply complete the enclosed form to receive AUDUBON immediately and all other benefits associated with membership in the National Audubon Society.
The ad briefly mentions “all the benefits” of membership. This might have been an appealing offer for someone who knew about them.
Even if they did return the subscription card immediately after receiving this advertisement, it would take at least one week before they start to see any benefits.
Digital marketing in Phoenix has changed all that.
Advertisers can make offers that are immediately beneficial to their target audience even if they don’t use direct mail.
Digital advertisements often convey more information than traditional ads in smaller spaces.
Because they don’t have to spend as long writing complex directives.
Take a look at this copy taken from an Earthwatch promo.
“Got some spare time?” What about a week? A month? A summer?
Volunteer for an environmental project in nature, a conservation project in wild areas, or an archeological dig abroad.
You can also cheer us on from the sidelines if you aren’t busy right now.
If you think our organization is something you would enjoy being a part of, whether you are actively participating or watching from the sidelines, I encourage you to fill out the order form as soon as possible. So your adventures can start with the next issue of EARTHWATCH.
This copy is quite compelling. Who doesn’t want to embark on an adventure in the tropics?
It also offers a variety of options.
Many people cannot afford to spend a week, a month, or even a whole summer abroad on conservation projects or archaeological digs. Earthwatch encourages readers to subscribe to the magazine.
It’s still a lot of copy, but it’s not what it asks for. It’s possible that the same offer could have been more concise if presented digitally.
Although there is still some copy, it is all relevant to the campaign’s goal to get readers to click on the links.
It describes exactly what the user can expect to get by clicking and why the company is qualified for the information.
Many consumers today would be suspicious of companies promising the “one secret to multi-millionaires.”
It is right.
Remember, however, that this is an early 2000s campaign — back when people were not as skeptical about everything they read online.
This email was effective in driving clicks and worked well in this context.
This page has a CTA, and readers can use the field to enter their email address to access the company’s “secret sauce”.
Once a reader has made it this far, there’s no need for them to waste time reading complicated copy. If the answer to this simple question is yes, then they are ready to take action.
This simple call to action wouldn’t have worked in traditional campaigns because it doesn’t explain the product or its benefits.
Digital campaigns are simple because users already know the product well and can be encouraged to take action that provides immediate results.
At this point, it might seem like saying simplicity works is stating the obvious. This was not immediately obvious to many marketers who made the transition from print to digital.
As the industry changed, there was a clear learning curve.
Another issue many traditional marketers had to overcome when switching to digital was the balance between strong and weak CTAs.
Most people are well-versed in Los Angeles digital marketing agencies so they know what to expect when they land on a landing page. Since they are a staple of landing pages, most people know to look out for large buttons that are brightly colored and have a call to action.
You risk losing potential customers if your page does not include a clear call to action.
Take a look at this landing site for Rich Dad Education.
What exactly does this page direct visitors towards? What is the call to action?
This page only has one directive: “Pick your City.” But, what’s the point of that action? What is the return on investment? Is there an immediate return?
This is difficult to answer because the page does not include details about this directive. In this instance, I would argue that the page does not have any call to action.
Nothing is compelling, benefit-oriented, risk-reducing, or compelling. There is nothing to make anyone respond.
It is an ineffective landing page. It is not as effective as a landing page with clear CTAs.
On the other hand, many digital marketers make the mistake of being too specific in their CTAs. They should not present too many benefits or make it too clear what the reader is going to gain. This would be very difficult.
Instead, they force users to convert by making it their only option on a page.
Check out this example from Joss & Main.
This page is most effective for converting users who are ready to sign up or are already a member.
What if visitors aren’t ready? But what if they simply want to look around the site to see the offerings before signing up?
That’s too bad! The pop-up blocks all content until the user shares their email.
If the user doesn’t respond, they are stuck. They have two options: “Join Now” or “Leave.”
This call-to-action example is a little too high-pressure.
Although it makes sense to encourage visitors to sign up for the site, this popup with an ultimatum format likely cost the company some customers who would have signed up if given the option to do so on their own.
Many companies have figured out how to balance their efforts and guide visitors to take action without actually forcing them to.
Let’s now take a look at Joss & Main current methods of gaining new members. Instead of asking visitors to sign up for their email, they allow them to browse the products without any popups. The company’s products can be viewed and compared to theirs. Users can decide if they are interested in purchasing at their own pace.
You can add items to your cart while you browse. Clicking the cart icon will take them to the checkout page.
To complete their purchase, they will need to enter their email address.
This request is not too difficult for someone willing to spend money and complete the transaction. It’s a crucial step in the ecommerce sales process since customers usually receive order confirmations as well as shipping updates via email.
The company moved this requirement to a later stage in the sales process and eliminated a potential barrier that could have cost them, significant customers.
This is only one lesson marketers need to learn to successfully shift their campaigns to the digital world. This article contains great calls to action for sales. Use them to your advantage!
While some of the information might seem obvious, it’s because most of us know the best practices for creating online campaigns.
What makes a good call to action? Three Things a CTA must Present
Marketers have managed to reduce an effective CTA to just three elements since the inception of magazine mail-in postcards.
- No obligation statement
- A new version of “mail your accept card”
- There is a sense of urgency to act immediately.
Let’s take a look at some examples of calls to actions for each one of these elements.
A no-obligation statement that removes or reduces risk
Care.com’s CTA tells you right away that you can search their website for free. Website visitors don’t need to commit before they decide if Care.com is right for them.
Each of them contains a version of the “Mail Your Acceptance Card”.
Litworth’s call-to-action text is concise and to the point. You can sign up by mailing the acceptance card and you will be able to find paid publications.
This is an attention-grabbing CTA. Not all publications pay. Then they continue to lure you with all the benefits that come with signing up. It’s free! You’re in.
Encouragement to Respond Straight Away
Disney World is a master at creating urgency. They offer deals all year, just like most vacation destinations.
You will receive a discount if you reply before a specific date (in this instance, October 8). This data is enough to encourage website visitors to look at details and explore vacation options.
Call to Action in Writing: Copywriting Techniques for an Effective CTA
Since the early days of digital marketing in Las Vegas, we’ve come to a long way. The general approach many marketers used in their print campaigns can be used as a guideline for writing good online copy.
They can also be more effective in driving results when they are combined with the many benefits of digital marketing.
Let’s now look at five ways that traditional marketing can be used to improve your online campaigns.
1. Keep it low-risk
The focus on the customer not taking any risk or obligation was the first of three elements found in traditional CTAs.
This makes perfect sense from a consumer’s point of view. You’ll feel more at ease if you have less to lose by taking action.
This concept is timeless, even though the marketing industry has changed. This CTA is for Amazon Prime Video.
Many people will test the service by signing up for a free trial. This call to action emphasizes the fact that users can sign up “risk-free” and cancel at any time.
These details can help visitors who have doubts about signing up for the service if they visit the page. Users who worry about missing this step after the initial 30 days are likely to find it compelling to cancel anytime they wish.
Additionally, this ad offers visitors the opportunity to take immediate action by clicking a button.
In this instance, the user can immediately stream content from the platform.
This is a very attractive offer with absolutely no risk.
2. Strive for Clarity
With stunning graphics and an excellent advertising strategy, you can create the most beautiful landing page anywhere in the world.
It’s worthless if the page’s copy doesn’t explain why visitors should act.
Copy is what connects visitors and convinces them to take action. This is done by explaining the benefits they will get by taking action.
Marketing copy has a lot of creative potentials. Even the most boring products can sound exciting to an experienced copywriter.
However, be as specific as possible when you create your CTA copy.
An innovative copy can be a great way to spice up a page or grab visitors’ attention. It’s not a good idea to create confusion about the page’s content.
The most effective CTAs can be very simple.
This email is an example from Buffer.
It highlights the importance Instagram has for businesses. These first two sentences will address any uncertainty a user may have about why they should learn more about Instagram.
The offer is entirely benefits-oriented from that point on. The copy provides free information and asks for nothing in return.
The reader does not even have to fill out any forms or provide an email address. They just need to click a button.
The button is much more than an uninspiring, generic “click here” command. Its bright blue color immediately makes it stand out from the rest.
Its copy then reinforces what the reader will gain (growth tips). Its use of the action verb Get is an excellent way to incite a sense of action.
You’ve probably heard it before when you were looking for ways to optimize your CTA buttons. Incorporate action verbs.
It’s true.
If you look back at the CTA examples, you will see that it is not a new concept within the marketing industry. Each direct mail example includes a variation of the directives “send”, “mail” or “return.”
This is just usability! To get people to do what you want, they must be told.
Although the verbs that we use today may be slightly different, the idea is the same.
Even though the Buffer email is based on traditional campaigns and uses three of the principles, it still scores well.
It uses the same basic techniques as direct mail but is more effective because it doesn’t have a long paragraph with complicated instructions for responding.
Instead, they make use of that space to explain clearly what they offer so that the user knows why they should click that button.
3. Highlight Immediate Benefits
Miami Digital marketing offers several advantages over traditional marketing methods, including the ability to provide immediate gratification.
Within seconds of converting, you can provide your customers with downloadable resources, tools, and premium services.
This is amazing!
It’s not always easy for all industries. SaaS companies can, for instance, provide instant access to their entire product, while ecommerce sellers and service-based businesses often have to wait.
Almost all businesses can offer instant payment processing and order confirmation.
Who doesn’t love the feeling of knowing they have successfully ordered a product for their home without leaving the couch? (That’s a rhetorical query.)
Any company regardless of its industry or business model can provide immediate gratification to its customers. They can offer a prospect or lead something to convert, even if it isn’t their main product or service.
Offering free, downloadable content is one of the most common ways to do this today.
Take a look at this CTA from Optin monster’s guide for converting abandoned site visitors to subscribers.
If you are unfamiliar with Optin monster’s products, it is important to know that content such as this is not the company’s main product. The company offers tools to help site owners increase conversion rates and generate leads.
However, most people won’t be ready to sign on for a monthly plan the first time they visit the site.
This free guide is provided by the company to help keep first-time visitors interested. It’s directly related and relevant to the product.
If someone is willing to spend their marketing budget to purchase a product that converts site visitors, then why wouldn’t they want information about how to achieve the same goal?
This option allows the company to reward all their visitors for their engagement with their content by including it on their website.
This strategy is one that virtually any business can duplicate.
Take a look at this offer for Rascal Rides
This site is for parents who are looking for safety gear, accessories, and bikes for their children. It makes sense that children’s bikes would be of interest to their visitors.
Even if visitors aren’t ready for purchase, they still have access to information on the site. Within seconds of entering their email address, parents can learn about the important factors to consider when shopping online.
As you create your CTAs, think of ways to offer immediate value to your visitors.
They will be more motivated to take action the sooner they see the benefits.
4. Add Secondary CTAs
You may have noticed in the previous section that the instant gratification examples weren’t for the main products or services of the companies.
This was not an error.
Your site may be designed to encourage one action, but it shouldn’t be the only option. It’s possible to want your visitors all to make a purchase right away, but that is unrealistic.
You give your visitors an ultimatum when you limit your website to just one call to action.
You can reduce the likelihood of visitors leaving if you offer additional options.
As we have already mentioned, the first step to accomplish this is to offer additional “offers” that visitors can use for free.
The second purpose is to show how users can engage with your content.
Take a look at the T.C. landing page. Pharma.
The CTA button at the top of the page directs users to contact the company for more information.
If someone does not want to do that, there is an alternative. They can view the products of the company by clicking the button immediately above the main CTA.
They won’t be driven to leave the site if they don’t get far enough in the purchasing process. They are encouraged to continue learning more, which could lead to a conversion.
5. Establish Credibility
Many digital advertising platforms offer advanced targeting options to help marketers reach the people most likely to be in their target audience.
This allows brands to target website visitors who could become qualified leads or customers. This is a major improvement on traditional marketing options that were usually limited to a specific radio station or TV channel’s target audience. Name recognition was the only advantage of this old-school marketing strategy.
Advertisements on local radio stations are more likely to be for businesses within 20 miles of you. There’s also a greater chance that you’ve heard about those businesses that ads you see on Facebook.
When creating ads for digital platforms, remember that not only are they unfamiliar with your brand but so is your target audience.
You only have a short time to build your credibility. You must show your audience why they should take the step of trusting you, even if it’s a low-risk offer like a trial or a free trial.
Take this Facebook ad to get a free trial of Pipedrive, as an example.
It’s important to remember that this ad targets a targeted audience who is already familiar with CRMs. This means they must broaden their targeting options beyond other local businesses.
They also show that they are trustworthy by providing important credentials to people who might not be familiar with their brand.
They highlight that their product is used by over “50,000 sales teams” to stay organized and emphasize the fact that it was built “by salespeople for salespeople”.
This is enough information to convince a reader to try out new CRM software.
They are aware that they are not the only ones to have tried the tool. It’s possible to get a free trial if you know of at least 50,000 companies that use it and love it.
How can you tell if your CTA is working well?
You’ll need to ensure that your calls to action are performing after you have created them, regardless of whether they appear in emails, popups, or sprinkled throughout your blog posts.
Website visitor analysis tools can be used to double-check.
Learn how website visitors interact with your calls to action
To determine if people are responding to your CTAs, first use heat maps or scroll maps.
A scroll map displays how far people scroll down your webpage before they leave. You might consider making the CTA an obvious callout at the top of your blog post if they are leaving before scrolling down to, for example, the call to action at end of a post.
You can use a heatmap to see how many people interact with your call-to-action. Your CTA button should glow in a warm, glowing red if it beckons readers to click to find out more.
Visitors can also be recorded to determine why they interact with your call-to-action in a particular way.
A recording will allow you to see how someone moves around the screen in real-time. You can ask questions such as “Is anyone stuck in a particular place?” Is it apparent that they are confused about what the next steps are with their CTA?
It’s essential to test your Call to Action Buttons.
After you have identified the issue with your call to action button, you should A/B-test for a solution. You can publish two versions of the CTA and see which one performs best.
You can experiment with different placements if your CTA button is not in the right place.
Start Using Crazy Egg Tools
Take a look at your CTAs. Ask yourself: “What goal am I trying to achieve here?” What is the message in my CTA encouraging website visitors to reach that goal?
After answering these two questions, usability testing tools will help you to create the best CTAs.
Conclusion
Although marketing has evolved a lot in the last few years, the end goal remains the same. It is important to get consumers to take action.
CTAs are crucial for this. Marketers need to be able to craft effective CTAs.
The principles of writing effective CTA copy are not changing with the times.
- Encourage a low barrier to entry
- Include a clear directive
- Encourage immediate action
