A call to action (CTA) on a website is a phrase, usually on something that looks like a button, that prompts a person to take a specific action, like signing up for a newsletter, following a company on social media, making a purchase, or filling out a form. But do CTAs actually work? The debate among marketing experts is fierce.
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What is a Call to Action?
A call to action is a strategically placed button, logo, or design with words on a webpage designed to prompt a person into taking a desired action. They often involve persuasive language and clear instructions on how an action (like pressing a button) will result in something specific (like a pop up box to fill in an email for a newsletter). Whether it’s a button, a column on the side of a webpage, a header on the top of a page or or a pop-up, the primary purpose of a CTA is to entice the user into doing something. This act is called conversion, or the end result of getting a user to do something. The actions can be a purchase, inquiry, signing up for a promo code or newsletter or more.
The Psychology Behind Calls to Action
All ads are created by people who understand how the mind works. So are calls to action (along with the help of web designers and wordsmiths). The logic behind every effective call to action lies the principles of psychology and persuasion. If you use the word “limited” in a CTA, that engages the part of the human brain that is concerned with the concept of “scarcity.” By creating a sense of urgency or limited availability, CTAs about limited time offers or limited product availability tap into the human instinct to act quickly to avoid missing out on an opportunity. It’s the digital retail equivalent of FOMO.
Similarly, the psychology theory of “social proof” suggests that people are more likely to take action if they see others doing the same. That’s why some CTAs show how many others have pressed the button or taken the offer. User counts of how many people engaged in a CTA are something we can easily add to a webpage at SEO Design Chicago.
Do CTAs Work?
Numerous studies and surveys have been conducted by usability experts, marketing academics, and psychologists to figure out the effectiveness of calls to action on websites. Experts at Stanford have found that time and time again, if the CTA is worded correctly (includes a verb) and stands out visually (utilizing colors that pop out from the rest of the webpage), calls to action have a massive success rate.
Making the message conversational (like “Read about the team” as opposed to “about us”) can significantly improve conversion rates. Additionally, research by Nielsen Norman Group, leading experts in the field of what works online and what doesn’t, found that well-designed CTAs that stand out visually and offer clear benefits can increase conversion rates by as much as 47%.
Best Practices for Creating Awesome Calls to Action
While the data overwhelmingly supports the effectiveness of calls to action, not all CTAs are created equal. To make them work, it’s crucial to adhere to best practices in CTA design and implementation. Some key points to keep in mind include:
- Clarity: Ensure that your CTA is clear and concise, leaving no room for ambiguity or confusion about the desired action. Use simple words your grandma would understand. For example, don’t write, “Peruse our biographies.” Write, “Read about us.” Starting a call to action with a verb is a good idea. The #1 rule of web design is “Don’t make people think.” Seriously – tell them what to do. No one likes to waste time or use precious brain cells figuring things out that should be simple. Make calls to action simple. People will decide if they want to take you up on that call or not. But they definitely won’t if they have to think too much about what it is you want them to do.
- Visibility: Make sure your CTA stands out visually on the page, using contrasting colors from what’s normally on the page, bold fonts, and white space around the CTA to draw attention to it. What color is a STOP sign? Red. Humans know that, so red boxes pop out on web pages. That’s why CNN uses them in boxes so often. Remember the color wheel from grade school? No. That’s OK. We do. That’s why we’re experts in web design. Either call us or refresh your memory. Then make use of the color that’s on the opposite side of the color of your web page’s background. For example, if your website has a lot of blue and green, a red or yellow CTA would likely stand out more. We’re fans of white page backgrounds so that any bold color in a button stands out.
- Relevance: Change the words on your CTA to the specific context of the page and the needs of the user. Many pre-designed templates come with buttons like “read more” or “Learn more.” But you can, and should, change that text. Not feeling that creative? That’s why we offer content creation and website redesign services.
- Urgency: Create a sense of urgency or scarcity to motivate users to act quickly, using phrases like “Limited Time Offer” or “Almost Sold Out.”
- Testing and Optimization: Continuously test different variations of your CTAs to see what resonates most with your audience. User testing is something we offer and excel at.
Examples of Calls to Action
Here are some of our favorite CTAs. They won’t work for every business. You want to be creative For example, write Shane Snow has a call to action telling people “Don’t Click This Button.” Ha ha! It makes people click on it and leads to a pop up for his newsletter. Here are some others:
- Request a Demo
- Call us
- Book an appointment
- Book X (X is whatever works for your business)
- Shop X (Whatever the landing page it leads to is)
- Get paid
- Sign up
- Read more
- Learn more
- Hit us up for more information
- Subscribe
- Take a quiz about x (then lead to a fun quiz about your user)
- Clearance
- Last chance x (it could be a specific type of product, sales, etc.)
- Buy before they’re gone
- Get a free X (ebook, PDF, estimate, quote, etc.)
- Register now
- Get X (something that’s a bonus and people need to give you contact info to receive)
- Click here for a promo code
- Learn more
- Email us
- Chat with us
- Follow us on social media
- Check us out on TikTok
- Read our reviews
- See what people are saying about us
- Give us feedback
- Tell us your thoughts
- Submit Your (story, thoughts, photos, videos, results, etc.)
- Contact us
- Register for (an in person event, virtual event, test, etc.)
- Donate to X
- Get a free quote
- Book now
- Reserve now
- Hold for 24 hours
- Delivery or Pickup
- Curbside or In-store pickup
- New or used
Will Calls to Action Matter in an AI World?
Advances in artificial intelligence and machine learning are dominating headlines. But don’t get too far ahead of yourself. Some things won’t change, maybe ever. People will always search on websites, and always want to click on things. AI won’t change that.
Let us help you figure out how calls to action can change your business. Studies overwhelmingly suggest that well-designed and strategically placed CTAs can significantly impact user engagement and conversion rates. By leveraging insights into psychology, usability, and online shopping habits, businesses can continue to harness the power of CTAs to drive conversions and profits.
Contact Us Today!