Call-to-Action (CTA) efficacy is pivotal in the success of online sales. A poorly crafted CTA can result in missed opportunities, as users may fail to complete forms, click ads, or subscribe to newsletters. Mastery of writing compelling CTAs is crucial for the growth and sustenance of your online presence.
Without prompting these user actions, maintaining a steady business growth becomes an uphill battle.
This underscores the necessity of crafting effective CTAs for your website. In this article, we delve into:
Understanding what a CTA is
The variety of CTAs available
How to craft an impactful CTA
Strategies to ensure the effectiveness of your CTAs
A CTA, as the name implies, is any element designed to motivate users on your site to take action. CTAs are crafted to encourage users to engage in actions, whether they are top-of-the-funnel (TOFU) or bottom-of-the-funnel (BOFU), each bringing them closer to conversion.
A TOFU action refers to initial, surface-level engagement in the marketing funnel. At the funnel’s bottom, we witness conversions—BOFU actions.
TOFU CTAs are designed to engage users to explore your services further. While a CTA doesn’t necessarily guarantee immediate conversion upon form submission, it serves as a bridge, guiding users through the funnel from initial awareness to eventual customer loyalty.
Examples of TOFU CTAs include:
Discover more information!
Enroll now!
Access our complimentary ebook!
Adore our products? Click to uncover more!
Claim your free guide!
BOFU CTAs are designed to nudge users towards making a purchase or becoming a client, often with a different approach.
Examples of BOFU CTAs are:
Buy now!
Process my payment
I’m ready to become a partner!
Lack of effective CTAs on your website can prevent you from capturing valuable customers and guiding them through the marketing funnel, reducing the likelihood of conversion.
CTAs provide insights into user interests and their position in the marketing funnel, revealing their intent to learn more or take a final step towards purchase.
Understanding how to create a compelling CTA is essential for your site’s performance. Without effective CTAs, these critical insights remain hidden.
The ultimate measure of a CTA’s success is the number of clicks it generates. The primary goal is to drive users to engage with the CTAs on your website.
However, crafting a successful CTA involves more than just writing compelling copy. Let’s explore some key aspects that contribute to CTA success.
Users seek a concise and clear representation of your offer. Lengthy, convoluted CTAs can deter visitors. While there’s no definitive word count for optimal CTAs, it’s crucial to avoid confusion.
Clarity is key: clearly state the purpose of the CTA and ensure the button text is brief and to the point.
A CTA that blends in with the page’s background can easily go unnoticed. Effective CTAs should stand out with contrasting colors. Red, often a standout color, is frequently effective, though A/B testing is recommended to determine the best color for your site.
Green and orange buttons are also known for their click-through appeal.
A/B testing, as mentioned, is crucial for CTA optimization. It allows you to compare two different CTAs to determine which one is more effective and garners more clicks, rather than relying on guesswork.
Here’s what you can test with A/B testing:
Optimal placement
Most effective color
Best size
Superior content
Most compelling button text
Using mere click-promoting words like “click here,” “download,” or “request” may not yield the highest click-through rates.
Instead, demonstrate the value to the user by making the button engaging. Phrases like “learn more by downloading,” “grow your business by contacting us,” or “give me more results” clearly communicate the potential benefits of clicking the button.
This is what distinguishes successful CTAs from those that fail to convert users. Without perceived value, the likelihood of a user making a purchase or seeking additional information plummets.
Location and size are both critical for maximizing CTA effectiveness.
Consider the user’s intended action and where they are most likely to engage with the CTA in your content. For instance, a CTA for a free guide on winged eyeliner should ideally follow a section detailing the challenges of achieving the perfect winged look, rather than at the bottom of the page, where it may be overlooked.
For general actions, such as completing a contact form, the page’s bottom is an ideal location, especially after a compelling blog post, encouraging readers to learn more about your company.
The size of your CTAs is also crucial. They should be large enough to be noticed without overwhelming the page, and large enough to be easily clicked, even on mobile devices.
Choosing the right CTA can be challenging, especially if you’re unsure how to create effective ones. If you’re struggling to develop impactful CTAs for your business, WebFX can assist! Our team of over 500 in-house marketers specializes in crafting CTAs that convert, ensuring they resonate with your audience, are responsive, and, most importantly, yield results. Contact us online or call us at 888-601-5359 today!
