Creating CTAs That Convert: Tips and Best Practices
Photo by Brett Jordan on Unsplash
A Call to Action (CTA) is one of the most critical elements of your landing page. It’s the gateway to conversion, whether you’re aiming to collect email addresses, sell a product, or encourage users to download an app. Crafting an effective CTA involves more than just slapping a button on the page — it requires strategic thinking and design. Here are some tips and best practices for creating CTAs that convert.
1. Use Action-Oriented Language
Your CTA should clearly tell visitors what action to take. Use strong, action-oriented verbs that leave no doubt about the next step.
Examples:
- “Download Now”
- “Get Started”
- “Sign Up Today”
- “Learn More”
2. Create a Sense of Urgency
Encourage immediate action by creating a sense of urgency. Limited-time offers or urgent language can push visitors to act quickly.
Examples:
- “Limited Time Offer — Sign Up Now!”
- “Only a Few Spots Left — Join Today!”
- “Get 50% Off — Offer Ends Soon!”
3. Make It Stand Out
Your CTA button should be easy to find and hard to miss. Use contrasting colors, larger fonts, and prominent placement to ensure it stands out on the page.
Tips:
- Use a color that contrasts with the rest of your page but still aligns with your brand.
- Make the button large enough to be easily clickable, even on mobile devices.
- Position your CTA above the fold and in other strategic locations throughout the page.
4. Keep It Simple
A concise CTA is often more effective than a long, complicated one. Keep your message short and to the point to reduce friction and make the next step clear.
Examples:
- “Start Free Trial”
- “Join Now”
- “Get Your Free Ebook”
5. Align with Visitor Intent
Ensure that your CTA aligns with the visitor’s intent and the content of your landing page. The CTA should feel like a natural next step based on the information provided.
Examples:
- If your page describes the benefits of a newsletter, the CTA could be “Subscribe for Updates.”
- If you’re offering a free trial of a product, the CTA could be “Try It Free.”
6. Test and Optimize
A/B testing different CTAs can help you determine what works best for your audience. Experiment with different text, colors, sizes, and placements to find the highest-converting combination.
Tips:
- Test one variable at a time to clearly identify what impacts performance.
- Use tools like Google Optimize or Optimizely to set up and track your tests.
- Analyze the results and implement the winning variations.
Conclusion
Crafting effective CTAs is a crucial part of optimizing your landing page for conversions. By using action-oriented language, creating urgency, making your CTA stand out, keeping it simple, aligning with visitor intent, and continually testing, you can significantly improve your conversion rates.