Types of CTAs

Posted on:
February 11, 2024

Table of content

A call to action (or CTA) is a prompt that is introduced through a strategic link or button that urges a customer or lead to take the desired action.

In this article, we will teach you everything you need to know about CTAs and will include the following information:

  • We will define a call to action,
  • Describe the benefits of utilizing a compelling call to action,
  • Define and describe eight types of CTAs, and
  • Teach you how to create the most effective CTAs.

What is a call to action?

A call to action is an image, a link in a line of text, or a button that prompts your readers, leads, and customers to take the desired action.

Calls to action can entice a customer to perform several steps, including buying a product, utilizing a trial offer, signing up for a newsletter subscription, etc.

Effective calls to action are essential to growing a business and increasing your customer base. The average conversion rate sits around 2-5%. However, personalized CTAs increase conversion rates by 42%, and according to VWO, reducing clutter around your CTA can increase conversion rates by 232%.

Benefits of utilizing a call to action:

1. They enhance the customer experience.

Customers want to avoid searching for where they should sign up or how to buy things. CTAs improve their user experience by guiding them through sign-up and sales processes.

2. They direct users and keep them moving.

By prompting action, visitors are led through the journey you have created, and you can keep the sales cycle moving.

3. They create a conversion point.

CTA buttons and links give you a conversion point, which makes the success of your CTAs easy to measure, and measuring success is imperative to successful marketing campaigns.

4. They increase your conversion rate.

Adding a CTA button to your article templates can boost conversions by 83%.

8 Types of CTAs:

The type of CTA you utilize is determined by your marketing strategy and the action you want your target audience to take.

The following includes eight excellent types of CTAs that will help increase your ability to convert visitors:

1. Lead Generation/Closing the Sale

Lead generation CTAs must be used when prompting a user to take the desired action to close the sale or sign up for something.

This type of CTA must be placed in areas with significant traffic from new visitors. Typically lead, generating CTAs are placed at the bottom of the blog post or in the sidebar or floating banner of an article or product page.

They must catch the reader's eye and have a brief description that tells them the action they are taking by clicking on it. Some great options include:

  • Enroll!
  • Buy Now!
  • Download Here!

2. Read More/Find Out More

Read more and find out more CTAs must be used when prompting a reader to learn more about a particular subject that relates to your company.

This CTA is typically placed at the end of a blog, on pages that describe your product or services, and on your homepage to increase your click through rates.

The initial page should have a smaller snippet with an enticing action to lead your readers to read more, such as;

  • Read More!
  • Learn More!
  • Find Out More!

3. Subscribe to Newsletter

Newsletter subscription CTAs prompt readers to sign up for email lists for newsletters or allows them to access a discount or free download in exchange for their email address.

This CTA is typically placed at the end of the landing pages after they have gotten to know your company and product information. Options for an email subscription CTA include:

  • Subscribe!
  • Sign Up!
  • Enter your Email Here for a 10% Discount!

4. Lead Nurturing

Lead nurturing CTAs prompt users to take action that will eventually nurture them into purchasing your product.

This type of CTA must be placed at the bottom of your service and product pages after your readers have learned all about the available products. They are an excellent tool to entice potential customers to purchase your product by allowing them a discount, quote or free trial. Some excellent options for lead nurturing CTAs include:

  • Click Here for a Free Trial!
  • Get a Free Quote Today!
  • Join Now for 15% Off Your First Month!

5. Social Sharing

Social sharing CTAs prompt users to share their content through social media channels. They are an excellent way to encourage customers, readers, and leads to engage and promote your brand.

Social sharing buttons must be placed at the end of blog posts, landing pages, and emails to those already signed up for your newsletters. Some great options include:

  • Share to Facebook
  • Share to Twitter
  • Share to LinkedIn, etc.

6. Event Promotion

An event promotion CTA prompts customers and readers to register to attend your events. Event registration buttons will help to promote your events and drive sales.

This type of CTA can be placed within a blog, a landing page, or even their login page. A couple of options for an event promotion CTA include:

  • Register Today!
  • Join Us!

7. Product or Service Discovery

A product or service discovery CTA allows readers to learn about your company and its available products and services.

These buttons must be placed naturally, either at the end of articles or throughout the text at appropriate places that will make it easy to guide readers to more in-depth information. The CTA button must be simple text like;

  • "Learn More About This Service"
  • "See if Our Product is Best for You"

8. Form submission

A form submission CTA leads readers to a lead capture form to help secure and guide leads.

These CTAs must seamlessly guide the reader to the next action and improve the user experience. A few options for this CTA include:

  • Contact Our Sales Team
  • Contact Us Today
  • Request a Personalized Quote

Create the Most Effective Call to Action!

Utilize the following steps to ensure your call to action gains the most success.

1. Display the call to action in the right places.

CTAs are only effective if your readers see them during the correct time, which enables them to take action as a logical next step. Some key places that will ensure success include:

  • At the top of the page: form submission, event promotion, or lead nurturing CTAs.
  • In the middle of the home page or halfway through a blog: product or service discovery and event promotion CTAs.
  • At the bottom or In the website footer: social media sharing, lead nurturing, event promotion, subscribe to our newsletter, read more/find out more, or closing the lead CTAs.
  • In the sidebar or a pop-up: event promotion, subscribe to our newsletter, lead nurturing, and closing the lead CTAs. i.e. at the top of the page, in the middle of the home page or halfway through a blog, in the website footer, in the sidebar, in a pop-up.

2. Give them a visually appealing design.

You want CTAs to grab the attention of the reader and stand out from the rest of your content. The following elements will ensure this happens:

  • Turn CTAs into buttons with short, captivating phrases that are action-oriented.
  • Utilize white space to make them stand out from the rest of the content.
  • Give them colors and design that appeals to your target audience. Turn CTAs into the call to action buttons, utilize white space to make them stand out, give them colors and design that appeals to your target audience.

3. Use the correct wording.

CTAs need to be written in a way that directs a reader to the following logical action. It must be done in a way that is appealing and doesn't make the reader wonder what to do next.

  • Keep CTAs brief and to the point. Ideally, a CTA should be no more than a short phrase, around seven words maximum.
  • Utilize command words and action verbs that encourage your readers to click on your CTAs. Some great key options include: Subscribe, Buy, Shop, Get Started, Download, Learn More, Find Out, See How, Click Here, Reserve, Sign Up, Claim, Take Advantage, See More, Continue
  • When possible, use first-person pronouns like I and me. For example, "I want my free download today!"
  • Ensure your readers know that clicking your CTA will add value to their experience. For example, "I want to make my life easier today!"

4. Create a sense of urgency

Try tapping into FOMO (fear of missing out). If a reader thinks that they will be missing out on an opportunity by skipping your CTA, they are more likely to click on it. For example: "Don't miss out on this free offer!" Or "Over now for 25% off!"

5. Test your call to action using A/B testing

A/B testing randomly tests two or more versions of the same call to action to see which is most effective with your target audience.

Determining the more compelling call to action will help with the following aspects:

  • It will help resolve any visitor pain points affecting lead generation.
  • It will help increase conversion rates, leading to increased revenue.
  • It will reduce bounce rates that will positively affect your website's SEO.

Some ways to change and test your calls to action include:

  • Test two wording options.
  • Test changes to an image.
  • Test changes to the color, i.e. changing the color of a CTA button or link.

Ensure you only make one significant change at a time, so you know which change is causing a positive or negative effect.

Once you have found an effective CTA type, keep it consistent throughout your website to ensure your visitors will not get confused or have to search for them.

Start Using CTAs to Grow Your Business Today!

CTAs enhance the user experience, keep users moving, and create an effective conversion rate for website visitors.

Choose the type of CTAs that will go well with your marketing strategy and will guide your users to take your desired action.

Design your CTAs strategically!

  • Put them in the right places.
  • Give them a beautiful, eye-catching design that appeals to your target audience.
  • Use wording that grabs attention, directs your users and gives them a sense of urgency.
  • Conduct A/B testing and consistently implement the most effective call to action throughout your website.

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