The most powerful marketing secret: the call to action. Click on the cap: how to write a compelling call to action
We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.
“Do good - he will come back” is written on the wall of the neighboring house where my windows overlook. Every morning this phrase motivates me to be a little kinder and more tolerant.
If only all the words that encourage action on websites were so effective.
Today we’ll talk about how to create ones that can force the user to do what you need without bloodshed and moral humiliation. We’ll help you choose the words to achieve this goal, we’ll find out where to place phrases that hit the heart, we’ll spice it all up with examples and a few secret information.
What are motivators for action and how do they work: when logic defeats psychology
Call to action (call-to-action) is an element that is a direct impetus for turning the user into a consumer.
If you offer to download a trial version of your program, buy a product, arrange a surveyor’s visit, subscribe to a newsletter - you convince your potential client to do what you want.
In this article we will discuss three types of motivators:
In the text
On the form
On the button
An effective call to action is a way to interact with a website visitor, no matter where they are located. The call inspires its significance, motivates and makes life easier, telling you what to do. And he also:
- Arouses an emotional response. The person must decide what is yours trial version programs are what he needs, socks with a 20% discount are what he really wants right now. That your blog is so cool that he simply has to subscribe to the newsletter. Before you push the customer to take action, you should explain that they have a problem and your product can solve it. Emphasize the benefits that a visitor will receive by subscribing to your newsletter, filling out form fields, or ordering your services.
- Simple and clear. Short, succinct appeals motivate more than long, florid expressions. Calls in the text should be clear. Don't try to fit all your advantages and show how good you are into one summon. The same goes for buttons or forms. Simply “Order Now” located on the button below the product cards is much better than “Buy high-end steam generators equipped with a motion sensor.” The clearer the motivator, the more responses it will generate.
- Reports additional benefits. Use motivators to talk about the goodies that your customers and clients can receive. If you have launched a promotion, then report it in a call in text or on a form. Use features from your USP in calls to action. Give fries with every pizza - place it on the button.
How to create an effective motivator for action: the components of your success
- How to correctly compose and where to place a motivator for action in the text.
- How to format and what you should pay attention to when placing calls on CTA buttons.
How to write: not in vain words
Burn with verbs
Verb = action. This is exactly what you expect from users on the site. Use verbs in your appeals to make motivators more effective.
In some cases it is necessary to give Special attention context. On some pages, just a button with the words “Buy” or “Order” is enough, and on some you need to reveal the action.
Here is an example of a button design on a product page. The motivator on the button is unclear to me.
What will happen to the directory? Will he come to the post office? Will it download to your computer? Will it arrive by plane with a courier? Or will it open on the website?
And here good example. The call uses 3 verbs. The first one talks about the purpose of filling out the form, the second one talks about what the user needs to do, the third one talks about what will happen next.
Use numbers
Evaluative vocabulary does not inspire confidence, but numbers specify information and make an impression on the user.
In the text
In the shape of
Here's another example.
You could create a bad motivator and write: “A lot of people read us.” But the indication of a certain quantity is captivating. 32,000 is a lot, this is a third of the population of the city in which I was born.
Not all numbers are so easy to imagine.
40% – is it a lot or a little? It seems like almost half, but not half. This advantage is not clear. I will neither go to the site nor buy.
If instead of 40% you write “Save 1000 rubles from each purchase,” then the call will become more clear. Well, it’s 1000 in your wallet, and it’ll stay there. I can visualize these savings.
Be helpful
Explain potential client, what benefits will be brought to him by performing a targeted action on your website. Why does he need a subscription to your articles, promotions and offers. The words “useful”, “irreplaceable”, “beneficial”, “pleasant” and others are not enough.
This is a bad call. What means " profitable offer“How are they beneficial, why do I even need this newsletter, what will I learn, what will I find out?
The motivator provides no benefit and is therefore ineffective.
In the form and on the button
In the text
Work on your style
Save terminology, complex words and expressions for other cases; don’t try to seem complicated and inaccessible. To respond to a call, you need to understand it.
Imagine that you are offering to perform an action to a loved one or good friend. Don’t go too far: keep colloquialisms, familiarity, and rude expressions to yourself. Your client is a person you respect and love.
I am wary of calls like “Grab a piece of freebies before they’re gone,” “Don’t miss out on discounts.” Similar motivators are associated with steaming poor quality goods, deception. Remember the calls on banners like: “Stop feeding pharmacies, the lice will go away if...”.
They work, but only for a specific audience. For example, for our grandmothers or parents, factory workers who spend little time on the Internet.
They can easily snatch Chinese iPhone, writing “Hurry up! An awesome iPhone is waiting for you for only 3,000 rubles.” Or sell goji berries, kombucha, or a shovel attachment that will allow you to separate weed roots from potato sprouts.
And here is an example from the Big Cutting site - a project in which people, for a certain fee, receive a training and nutrition system that helps them lose extra pounds. At the end of the season, participants can put their before and after photos up for voting and win impressive prizes, such as a car or breast surgery.
The creator of the project, known for his extraordinary posts, love of witty words and aggressive presentation of information in videos and posts on social networks, can afford to frame the appeal in this way.
Because his audience likes it. Several million subscribers and 16 drying seasons speak about this.
Be brief
Keep your calls short. The more clearly you state the benefit, the more likely it is that your appeal will be heeded.
On the form and buttons
To kill your inner graphomaniac,...
How to properly design a motivator
The site's appeal should be noticeable and stand out from the general background. Choose bright and contrasting colors for buttons and pop-up forms so that they stand out from the main background of the site.
Don’t go too far and turn your calls into something acidic by making the background of the form bright lime green and the text on it neon pink. When choosing color range follow the laws good taste and reason.
Using an image is a great opportunity to make the motivator more noticeable. Place a high-quality and relevant photo or picture on the form.
If you prefer memes and funny pictures, remember that their life is very short. Zhdun, Dratuti, Vzhukh, Harold, who is in pain, and other cheerful guys have already outlived their days. Others will take their place, and so on ad infinitum.
While I was thinking about and writing this article, the following disappeared into oblivion: Nevelny, Druzhko, mined slipper, Dorow, Usmanov, chevapchichi, lol-kek-cheburek, spinners. And Pepe the frog is officially dead.
To always be aware of trends, you need to track them. Weekly meme collections on Medusa, BuzzFeed or 9GAG will help with this. And the service is perfect for extras Google Trends. I used it to create .
Americans have gone very far and invented a service that allows you to track online trends, memes and other outbreaks viral activity based on hashtags on the social network Twitter.
Dmitry Mazurov
In some topics, you can use appeals based on people's fears.
For example, you have an online store of air conditioners. Your potential buyers are trying to escape the summer heat. Press on the sore spot, make them move.
Add a picture of a sweaty person with a pained expression on his face. Write in the title something like “Don’t delay your choice. The heat is coming!” In the text, indicate a real advantage for a person if he makes a purchase right now: “Order an air conditioner right now and get a 10% discount on installation.” And for the button, the description of the action “Escape from the heat” is suitable.
However, when forming such appeals, you need to be careful and not overdo it. Excessive “amplification” of the consequences can cause distrust of the entire text of the motivator.
Also try not to use words that cause hostility. You will never see the word “acne” in the description of skin care products. Now it's called acne.
Where to place the call
A good motivator is not too intrusive; it does not cover up the main information on the site. But at the same time, he must be noticeable and noticed. This means bright, eye-catching and adapted to all screen resolutions.
Appeals in commercial texts should be placed at the end. When the reader got acquainted with the advantages of the product, he learned everything about delivery and assortment. The motivator will push him to the target action.
If you create calls in the form of a button or an image with text, then you have three options.
Fixed header
A fixed header is a regular bar that appears at the top of the page and remains in the same place, following the user as they scroll.
The advantages of a fixed header are:
- It remains visible even if the user scrolls the page.
- Does not interfere with viewing and is clearly visible at the same time. When designing a call in this way, make sure that it displays equally well on desktops, tablets and mobile phones.
A fixed header also has a couple of disadvantages.
- There is not enough space for a large offer. You simply won’t have room to place a lot of text. All you have is a narrow strip at the top of the screen.
- Limited design options. Little space means few opportunities.
Sidebar grip form
The form on the side does not follow the user. She is static. Therefore, the visitor has time to familiarize himself with the content of the page and then take an action.
Advantages of the lateral grip form:
- The call is located in an area that is clearly visible to the user, and yet does not interfere with the viewing of the page, because it does not run after it and is not intrusive.
- The shape on the sidebar gives limitless possibilities for designers' creativity. You can use the design for it different colors with images, description, call to action and email box.
Disadvantages of the sidebar capture form:
- When the user scrolls down the page, they scroll down the form. And if there is no form, there is no action.
- Many people confuse this form with contextual advertising and don't pay attention to her. This is why your call may go unnoticed.
Popup form
A pop-up form is a window that is shown to site visitors on top of other content under certain conditions.
Conditions may be:
- Time spent on the site.
- Go to the desired page.
- Exit from the site.
Advantages of pop-up forms:
- The appeal is noticeable and attracts attention.
- Can be placed large text, a picture, which will make the call more effective.
There are also disadvantages:
- Some people may find these pop-up blocks annoying. Therefore, they leave the site immediately after the pop-up form appears. My mother generally considers pop-up a virus.
- You need to look at the analytics at least once every two weeks - how often they switch, after what time, what is highlighted in the text on the call, is it highlighted at all, is it closed, when is it closed, and when is it filled out.
Why are your calls not working?
Use many calls at once
A motivator for action is the cherry on the cake, and not a pound of filling inside the pie. Stop excesses.
The more options a user has to choose from, the more likely it is that he will refuse all of them at once and leave your site without ever taking the desired action.
Imagine that you went to the store to buy tomatoes for dinner. A consultant comes up to you and politely offers to help you with your choice. Then the second one, in unison, begins to tell him about discounts, the third one runs up and says: “Hey, we’re having a free tasting here, try a new type of coffee urgently.”
Your nerves are on edge, you’ve forgotten why you came, the tomatoes aren’t tempting, you’re too hungry, you just want to go home.
This is roughly what a visitor to your site feels. He wants to leave.
What to do
- Choose your main goal
Which call to action.
I think there isn't much choice here. Either you try to live or you prepare to die. (Tim Robbins,
The Shawshank Redemption
Stay Thirsty. Stay Reckless. ( , Apple)
Do one thing every day that scares you. (Eleanor Roosevelt)
Life is either a daring adventure or nothing. (Helen Keller)
Tell me, what do you plan to do with your one wild and precious life? (Mary Oliver)
All human beings are entrepreneurs. When we lived in caves, we were all self-employed... who had to find food, feed ourselves. This is how human history began... With the advent of civilization, we suppressed this trait. We became the labor force because we were branded: “You are the labor force.” We have forgotten that we are entrepreneurs. (Muhammad Yunus)
The two most powerful things in life are a kind word and a thoughtful action. (Ken Langone, co-founder of Note Depot)
The deepest human need is the need to be appreciated. (William James)
And only much later did I unravel my father’s secret. He earned respect by showing respect to others. He listened and talked with equal attention to a fourth-grade student who shined shoes in Spring Valley, to a bishop, and to a college president. He was seriously interested in your personality and your need to speak out. (Sarah Lawrence-Lightfoot)
If you can't listen, you won't be able to sell anything. (Carolyn Marland, Managing Director, Guardian Group)
Everyone lives by selling something. (Robert Louis Stevenson)
PhD in Leadership. Quick Course: Make a short list of the disgusting things you have experienced from others. Don't do this to other people. Never. Make another list including what you liked. Do this to others. Always. (DiHawk, founder of Visa)
Never doubt that a small group of dedicated people can change the world. This is exactly how it happened in history. (Margaret Mud)
ARE YOU BEHIND YOURSELF INTELLIGENTLY? People are mostly reasonable; that is why their affairs are good only to a reasonable extent. (Paul Arden)
“Whatever You Think, Think the Opposite”
BLAME NO ONE. DO NOT EXPECT ANYTHING. DO SOMETHING. (Bill Parcells, football coach)
You yourself write the story of your own life, and it depends on you whether you create a legend for yourself or not. (Isabel Allende)
A leader is a seller of hope. (Napoleon)
Nothing is as contagious as enthusiasm. (Samuel Coleridge)
A person without a smile on his face should not open a store. (Chinese proverb)
To inspire feelings in others, you yourself must be absorbed in them. To make others cry, you must cry yourself. To convince others, you must believe yourself. (Winston Churchill)
If your actions inspire others to dream more, learn more, and grow more, then you are a leader. (John Adams)
A year from now, you may regret not starting today. (Karen Lamb)
Visitors come in but not everyone turns up? Are your sales numbers not growing? What's going wrong? Perhaps your ad is missing a call to action.
100 Effective Calls to Action Templates. Implement!
Information request
1. Any questions? Ask.
2. Talk to an expert about a topic that interests you.
3. Manager ___ will be happy to answer you right now! Start a conversation.
4. Help me decide? Ask our online operators for advice.
5. To ask a question about a product you are interested in, click here.
6. Can't find a suitable product? Ask a question to a specialist.
7. Need help? Ask a question or call a specialist!
8. Contact us – we will be happy to answer all your questions.
9. Any questions? Write to us - we will be happy to answer.
10. Do you have questions about ___? Want to know the cost? Enter your phone number and we will contact you within 5 minutes.
11. Can't get through? Request a call back.
12. Any questions? Leave a request, we will call you back. Yes, call me back.
13. Yes, you are independent and you know everything perfectly well. Yes, you can read and use search. Yes, you don't like being distracted. But still... If you have any questions, press this button.
Cost calculation, ordering a consultation, downloading a trial version of the product
14. Get a quote.
15. Choose a tour.
16. Calculate the cost.
17. Open a free demo account.
18. Order a free estimate of the cost of our work.
19. Order a free measurement right now.
20. Order a free call from a specialist.
21. Get free analysis your his ___.
22. Get a FREE consultation.
23. Book a free half-hour consultation.
24. Try _________ ( trial period 7 days).
25. An indispensable tool For ___. Try it for free.
26. Order a free trial version for 14 days!
27. Try ___ for free. 7 days to make sure it's right for you.
28. Want to make sure you can trust us? Test our services for two months.
Order a service, purchase a product
29. Buy today, save tomorrow.
30. Buy today, pay only in a month!
31. Buy and receive ___ as a gift.
32. Buy on sale.
33. Start ___ right now.
34. Yes, I want it.
35. Let's do this.
36. Let's go!
37. Get to work.
38. ___ in one click.
39. Hurry up to buy. Offer expires on __date___.
40. Hurry while the promotion lasts.
41. Take the first step ___.
42. Click here to start a new life.
43. Sign up for courses and realize your creative potential.
44. Buy ___ and you will forget what ___ is.
45. Order ___. Stay one step ahead.
46. Order now and in 10 days you will ___.
47. Call: qualified specialists respond promptly to all calls.
48. Order now. 14 days free. Money back guaranteed.
detailed information
49. Click here for details.
50. Find out more.
51. Details here.
52. Find out how we have helped our clients ___.
53. Intrigued? Click here to find out more.
Event invitation
54. Reserve a seat.
55. Reserve your seat now.
56. The number of places is limited.
57. The most exciting event in the industry. Do not miss your chance.
58. The most anticipated event of the year.
59. We invite everyone.
60. Free seminar for those who dream of ___.
61. Come to the seminar. The entrance is free.
62. Come to our seminar and you will learn ___.
63. Come to the seminar and I will teach you ___.
64. Click here to participate.
BONUS 1:
Sharing content
65. Did you like the post? Share with your friends!
66. Did you like the material? We will be grateful for reposts.
67. Did you like the material? Please repost!
68. Did you like the post? Don't forget to "like" it.
69. Was the information useful? Join social networks!
70. Did you like the article? Punch the star!
71. Did you like the material? Press the heart.
72. Did you like the article? Don't be a radish, stop drinking!
73. Don't be lazy! Share this article with your friend!
74. Don’t be a cheapskate, give it a like.
75. Make the world a little brighter - share this article with your friends!
76. Did you like the material? It's easy to say thank you! We will be very grateful if you share this article on social networks.
77. Do you like our agency? Like and share with your friends!
78. Repost and get a chance to win ___.
79. Share this article with your friends. Perhaps this will inspire them to...
80. Share the article! Be a man!
81. When you leave a page without liking it, there is one cat in the world who is sad.
We would like to present to the attention of our blog readers an article of encyclopedic scale dedicated to various types CTA elements and call to action examples. This post will continue a series of publications on how to make advertising even more effective.
1. Forms expressing a call to action in contrasting colors
Let's start with examples of using color contrast to create an effective call to action. Let us remind you that contrast is one of the most powerful graphic methods impact on the user. Most quick way attract a visitor - visually highlight the CTA element on the page using a color that contrasts with the background (this rule applies to both buttons and active hyperlinks).
So, the simplest, widely used method is to use a color for the surface of the CTA button (or active text link) that sharply contrasts with the rest of the page color:
The second method - let's call it the “double contrast method” - is to place a contrasting CTA element text on a bright “background” that contrasts with the main background:
The best place to place a CTA element is left side landing page/site, since in European languages reading is traditionally carried out in a left-to-right direction:
Here's another one good way attract the visitor's attention: place a small text message, “deciphering” the headline and smoothly leading the user’s eye to the call to action element. In this case, the CTA button logically completes the context of the page (“ context element call to action"):
In order to ensure that the user’s attention is drawn to the CTA element, it is usually “painted” in warm colors - red, orange, yellow. It is desirable that such a “warm color spot” be the only one on the page, that is, the background and pictures with a call to action should be in shades of cool colors - blue, green, gray:
And here is a call to action to subscribe to the public. A light and warm orange CTA button will not get lost on a dark gray background:
Contrasting can be not only graphic image: V in this example To highlight the CTA element (active link), all you had to do was change the link font color to bright orange:
On a page with a plain white background, you can place several call-to-action elements, and the color and visual volume of the CTA will correspond to its importance: the orange element is the most important, the gray element is slightly less important, and the third is an active text link in blue font:
In the example below, we can see for ourselves that a warm-colored (yellow-orange) call-to-action element loudly announces its presence against the “cold” main background of the landing page:
And here the “thermal contrast” is so strong that the orange CTA button literally catches your eye even against the background of an active, expressive background image, however, in a cold color scheme:
"Download from our website"
So far, we have looked at examples related to the use of CTA elements on landing pages/company websites. But this does not mean that call-to-action elements have no place on any other type of web resource: for example, in the interfaces of social media pages LinkedIn networks There are contrasting contextual CTA buttons:
It looks like CTA elements are bright red, traditionally loved by designers for their impact on target audience, are gradually going out of fashion. Before us new design home page leading social gaming service Zynga, and all the call-to-action elements on it are a sophisticated, calm light blue color:
Here's what the old design looked like:
2. Calls to action that encourage the user to make a decision
Sometimes all you need is an extra push to make a final decision. You can increase your chances of sending your visitor along the route you've laid out for them - just provide them with an incentive. Incentives can be very diverse: bonus offers, discounts, exclusive access to a service, free consultations etc. Let your imagination run wild and come up with compelling advertising messages that will encourage users to take the next step in the direction you want, that is, convert.
For example, by offering valuable information for free, you reduce the visitor’s level of psychological “barrier to entry.” This is what the owners of the Codeacademy web resource do, attracting the attention of visitors with an offer free access to their educational courses:
Discounts are another proven way to encourage visitors to take action. This technique is often used on landing pages, which you can find in the LPgenerator Template Gallery. All of these templates are completely free and can be flexibly customized to suit your needs:
And here is a call for subscription to the group, promising a discount:
You can persuade the visitor to take the necessary step completely in a simple way- just clearly explain to him that this action (registration, for example) will be an easy, simple process that will take literally a few seconds:
“Save time and money searching for an apartment”
Using social influence is another great, highly effective method of nurturing your visitor: you showcase your product while allowing the potential buyer to see the number of likes the product has received and read reviews left by other users. social networks, and also see someone’s status calling to action to buy some product:
Another example of a call to action enhanced by social influence is the follower counter located next to the CTA element. A doubtful visitor may make a decision based on the fact that “100,000 people cannot make a mistake,” or simply because of the desire to join a large and friendly family of interesting creative personalities.
3. Calls to action demonstrating the product/service
Awareness potential buyer about the advantages and merits of your product/service can play main role in making a decision to enter into a transaction.
On this landing page created a strong visual connection between the bright orange call-to-action element and the product screenshot. Visualizing this connection convinces the user of the need to take action:
On the Flipboard app page, next to an animated illustration of how the program works, there are 2 call-to-action elements - “get in App Store" and "get it on Google play".
Thus, the potential user is exposed to double exposure - he receives knowledge about the proposed product and is exposed to social influence(he will either join the community of Apple product users, or join the many ranks of fans of Google Android OS):
Companies developing applications for mobile devices, often resort to the method of demonstrating the value of the offer on CTA buttons. In this example, the call to action element highlights the main benefit for the consumer - the program is offered for free:
Goal Stacker uses a screenshot of its interface new program to encourage the visitor to take one of two recommended actions: registration free subscription or watch demo video:
Instagram uses images in the call to action and clearly shows what the proposed mobile application looks like on Apple phone displays and in the Google Android environment:
The creators of the Orchestra application offer users to choose one of two application options - for web pages or for iPhone. Size and placement of the second call to action (sign up on the web) clearly shows the user that this is an additional (not the main) CTA element:
CTA elements on the download page mobile application Spotify offers users a choice of two main platforms on which this program will work:
Wufoo's web form builder page highlights 3 call-to-action elements and a screenshot of the program's interface, accompanied by a clear statement about the application's simplicity and functional flexibility. The entire content of the page helps users better understand what exactly they will get by accepting the developers' offer:
4. Calls to action using well-written texts
If the copy on your landing page doesn't engage visitors, then the content isn't just useless—it's actually harmful. Bad content reduces conversion, harms, and ultimately interferes with direct sales. You should always remember one of the fundamental axioms of web marketing: “Those who need information look for text, not pictures!”
Make sure that all your offers are formulated clearly and unambiguously and are aimed at converting the visitor. While you're focusing your efforts on creating a call-to-action text, don't forget that graphics can help explain the meaning of your offer to the user by complementing it with visuals.
Akismet is an anti-spam service, and visitors who visit the page will definitely receive a message about its purpose: explanatory text is located on the main CTA element. A clear and concise call will not only motivate visitors to action, but will also give them confidence that they have finally found a way to get rid of spam:
“Get started and say goodbye to spam”
A compelling-sounding request for potential readers to click to “look inside the book”, backed by a bright orange arrow, grabs the attention of a visitor to the Amazon page:
The call to action text on the page below is aimed at those visitors who never read bullet points. The meaning of a specific offer is indicated right on the CTA element - it’s time to start taking concrete actions!
"Watch how Bob optimizes his business"
Value proposition - 15-day option free use development tools - highlighted through the use of italics:
"15-day trial period" above the button in the lower right corner of the page
The text placed outside the call to action button serves as an additional motivating factor: if you can “create an event” absolutely free (as the CTA element says), then why refuse such a generous offer?
In parentheses next to the button: "It's free"
Well-designed call-to-action text saves the visitor from having to read the rest of the page content - the CTA element will explain to the user exactly what he can get by clicking the button:
The creators of the GoToWebinar service page used text hyperlinks to explain to the user what exactly he would get by using call-to-action elements: download a free trial of a product, make a purchase, or simply chat with a seller:
Another example of a good “descriptive” call to action is the inscription on the CTA element that summarizes the semantic content of all individual points of the offer (bullets):
“Subscribe and publish for free”
The text below the main call to action reveals additional details of the offer to the page visitor. The message's simple, easy-to-understand language gives the user a sense of confidence in the right choice:
"Buy a book"
Here's another call to action that gives visitors enough information to make a decision without having to ask for more information:
To enhance the impact on the visitor, the text on the CTA element duplicates the page title.
"Subscribe to free webinars"
The next call to action provides additional incentive to users by reminding them of the triple discount.
"Unlimited access for $149 $50"
The text of the call to action element is reinforced by an image placed in close proximity to illustrate the point. commercial offer.
"Download e-book for free"
The text placed near the CTA button concentrates the user on the benefits received from subscribing.
5. Calls to action that use spatial effects
Remember the saying: “less is more”? It is 100% correct if we're talking about about the call to action element and the free space around it.
An ideal example of proper use free space— CTA elements simply cannot be ignored:
The Firefox team has done a great job eliminating all the “noise” that could interfere with conversion - the image is removed from the CTA button, the text does not “creep” onto the button:
And on this page, the main call to action is placed away from potential distractions, such as images at the top of the page or an additional CTA element:
There is plenty of white space around the call to action, allowing the visitor to focus on what is most important. important information contained on the page:
The Dropbox service page embodies the concept of simplicity and clarity - any user will immediately understand what actions they are asked to perform:
“Watch video”, “Download Dropbox”
Another example of using free space is that all information is collected in small visual groups, distant from the main CTA element (which, in our opinion, should be additionally highlighted with a “warm” color):
All call-to-action elements on the next page are surrounded by white space, allowing the visitor to easily select the action they need:
Even though the CTA element is located in the most visually rich area of the image, the white space allows for a natural transition to the next step:
All visual clutter is eliminated by the minimalistic design of the page, where nothing interferes with the perception of the call to action:
"Download the application"
Here's another good example of using page space:
Want your call to action to be noticed? Separate it from text content and images:
The Skype page is a role model: a simple design, the call to action element is highlighted in color and emphasized with white space.
Another very good example of highlighting a CTA element by correct use free space and color contrast:
"Get Started with Stripe"
IN in this case Effect " empty space" is used to draw attention to an additional text call to action located to the right of the main red CTA button:
"Subscribe Now" or "Learn More"
Naturally, you can apply the spatial effect on an advertising banner:
"Download Yapta app"
In the example below, the CTA button is surrounded by a translucent border, enhancing the effect of the call to action by distancing it from the rest of the page content:
"Begin"
6. Calls to action that create a sense of movement
Some of the most successful calls to action are created using arrows. Arrows - important graphic element page, creating a sense of movement and directing visitors to the most important elements of the page.
Typically, arrows on CTA elements point to the right, which corresponds to the direction in which the page is read in European languages:
When 4 arrows point at the same call to action element at the same time, it's hard not to pay attention to it!
IN following example The embedded video, pointed to by the arrow, is used as a sort of additional call-to-action element:
An arrow placed on a call to action element points to text content that explains to the user the meaning of the service being offered:
To indicate the movement of the eye, it is not necessary to use luxurious “tailed” arrows - the > sign is quite enough, as in the example below:
"For free! Get started >»
The arrow indicates to the user that in front of him is the main and only call to action (albeit not very similar to the usual CTA element):
7. Subscription as a call to action
In order to start a massive email marketing campaign, you need to acquire a client base. The easiest way to collect such a database is to place a subscription form on a promoted landing page. You may also need a call to action to renew your subscription.
Here's a simple one clear example— the user is invited to take part in the conference, and he will receive registration details in an email:
It’s a good idea to have the names and surnames of potential clients in your client database:
“Listen to how your name is played by the carillon.”
Another example of a call to action element with a data collection form and a registration button:
Above the CTA button is a very serious component of any marketing campaign, expressed in a humorous form - the security policy: “On our mommy’s cookbook, we swear that we will not flood you with spam.” This text makes the call to action especially compelling:
To attract interest to the call to action element, a colorful image is used as the background:
Above the address field there is text that directly and openly talks about the advantages of the offer:
Try to remove anything from your page that might distract the user from the call to action element. Here is an example to follow - simple white page, creating a feeling of spaciousness:
Give your users the opportunity to interact with you through social media accounts:
Personalize call-to-action elements. And don't be afraid to use a little humor:
8. Calls to action offering primary and secondary options
It may happen that you need to offer the visitor several options for action. For example, watch consultations regarding a new product, or download a free trial version. Determine which action has a higher priority and highlight the corresponding CTA element by increasing its size or “coloring” it with a more contrasting color.
Classic example: main element The call to action is highlighted by color (bright yellow) and shape (button). Additional element presented as an active link:
Another common way of dividing elements by importance: the main element of the call to action corresponds to a warm color (orange), and the additional one - to a cold color (gray):
The further to the left the CTA element is located, the more important it is:
The size of the CTA buttons is the same, which indicates the approximate equivalence of the desired action. However, given the warm red color of one of them, as well as its leftmost position, we can determine which action is preferable:
"View Plans & Pricing" and "Product Tour"
Two call-to-action buttons can increase conversions - it's possible that after watching the video tour offered by an additional CTA element, the user will use the main call-to-action element, thereby completing the conversion:
If you offer a complex product, then using an additional CTA element that allows the user to watch training videos will be an excellent solution:
Free Trial and Product Tour
Below is a rather strange solution: judging by the location, the top CTA button is the main element of the call to action. However, it has the color of the background of the page without standing out too much, but the supporting call uses blue. We think the page needs urgent split testing:
“Subscribe Now” and “View Tour”
Two call-to-action elements - and both in cool shades:.
“Write to us” and “View our work”
A perfectly crafted page - the warm orange color of the main call to action element matches the color of the logo and main menu, standing out in contrast to the dark blue main background:
"Join Now" and "Try Free"
A similar solution, only using red. The subtle background also indicates the primacy of this call to action:
Again, the design of CTA elements uses cool colors that do not contrast with the main background of the page. A random visitor is guaranteed to be perplexed: what action should he take on this page?
"Try Free" and "Buy Now"
9. Calls to action that segment visitors
When creating a call to action, a marketer must focus on his target audience, which often requires expensive, time-consuming marketing research.
However, there is a much simpler way to distinguish your target audience from the total number of visitors: let your visitors identify and segment themselves. Call to action elements will help them with this.
Here is one of the simplest and available ways segmentation of visitors into groups. Recall that the segmentation strategy works effectively when using:
“Find chefs near me” or “Post a chef job”
"Create a virtual store"
By adding additional items(bullets) in the description of each action element, you can increase the accuracy of visitor segmentation:
“I want tools that are easy to use.
I want to do most of the work myself."
“I need a team to handle marketing for me.
I need to increase my website traffic.
I need quality leads and increased income."
Background images serve to segment visitors by gender:
Visitor segmentation occurs in right column of three call-to-action elements, each with short explanatory text:
"For companies"
"For Investors"
"For Shareholders"
An example of two great call to action segmentation elements, each with its own headline, its own background picture and its additional description points:
Published: 3 July 2014 | | Category: | Tags: , |What do you need to know about a call to action in a sales text? Firstly, that it must be. Secondly, that he must have a real masculine character. We don't need feeble, unconvincing appeals.
I’ll tell you how to write a disarming call to action, be it the end of a commercial offer, landing page or any other selling text.
1. Make the call transparent and understandable
Clear it of husks and vague formulations. What do you want from a person? What should he do to order the goods? Call? Just write: “Order product XXX by calling so-and-so.”
2. Don’t overdo it with action.
3. Hint that placing an order will not take much time and effort
What example would you like to give? Oh bingo! Button with the text “Apply for a loan” in 2 minutes».
4. Talk through the offer
Classic "Download" Empatri is free and without registration" Or like this: “Do you want real French stretch ceiling with 35% discount? Call: XXX-XX-XX.”
5. Add a discount or bonus
If the text is for one or two screens, then why not communicate this directly in the appeal? If the text is long, then either duplicate the calls or announce the discount on the first screen. Example: “Subscribe to the newsletter and receive the book “How to Attract Hordes of Customers” as a gift.”
6. Don't be nice and accommodating
There is absolutely no need for a plaintive tone and ingratiation; you and the client are on equal terms. By confidently pressing Backspace, delete any “if you are interested in our offer” and “please”, leaving a pure imperative. Example: “If you are interested in our offer, please make a trial order by calling XXX-XX-XX.”
7. Enter a time or quantity limit
8. Customize the client
The phrases “today”, “now” and “right now” (although use it) will help you.
9. Pressure the client with a blow to the problem
Example: “Every day you put off a problem brings you closer to the point of no return. And then nothing will help - only an uncomfortable wig or an expensive transplant. Order Dixilimon anti-baldness lotion today to start treatment tomorrow. Phone: XXX-XX-XX (open from 11 to 21 o’clock).”
10. Remind about prospects and benefits
Example: “Do you want to get 100 new clients from the Internet tomorrow? Order the “Service” by calling XXX-XX-XX.”