The Power of Persuasion: How to Create a Surefire Call-to-Action



How many times have you spotted the typical “Sign up” or “Buy now” message?

That’s right, consumers are constantly exposed to this type of calls-to-action even if these simply lost their meaning a long time ago.

Is your landing page converting few leads? The likely reason is a weak call-to-action.

What you need is a CTA that gets you real results.

Here are 9 tips to help you craft a CTA that grabs the attention of your target audience and significantly increases your conversions.

1. Pick the right color for your button

Sure, orange and red are incredibly effective for grabbing consumers’ attrition, but these classic CTA colors aren’t always your best pick.

The choice of color depends on what you’re trying to achieve with your CTA. Red is just perfect for announcing a clearance sale. If you’d like users to sign up to something, blue is a far better choice since it inspires trust.

Regardless of the color you choose, make sure that your button is bold and stands out from the rest of your content. Don’t go overboard here and make sure your button matches the background – otherwise, you’ll create a cluttered effect.

2. Consider the location

Once you determine the color of your CTA, it’s time to think about locating it on your page. When converting leads to customers, you should first help them understand what you’re offering.

Include visual elements that guide the gaze of users, first to your product and then to your CTA. For instance, you can help visitors follow a shape when viewing your product page, and then locate your CTA right when they’re ready to make the purchasing decision.

There are plenty of guides to visual design that helps to create a vision tunnel or works incredibly well in directing consumers’ gaze in specific directions.  Why not try testing your product page with a heat map tool to learn where users are looking most?

3. Make it look clickable

Creating your CTA buttons, don’t think only about their color. Consider their clickability factor as well. In essence, your CTA should be designed in a way that it’s just begging to be clicked.

The most effective CTAs are usually circular or rectangular. They often feature strong borders and visually pop up on the page. The Shadowing effect does this job as well.

Remember that your message is more important than design – make sure that your CTA doesn’t dominate the page. Your message needs to be clear and one glance should be enough for visitors to know that they’re supposed to click on your CTA.

4. Don’t resort to a single CTA

Many marketers believe that a single page needs only one CTA. They’re making a huge mistake.

The more CTAs you include on a page, the more opportunities you’ll be creating to convert your leads. Scrolling through your page, users will be able to click on your CTA at any stage.

Use multiple CTAs on your page, but make sure that they aren’t competing with each other. Too many options will only confuse users and cause them to abandon the purchasing funnel altogether.

5. Go for clarity

Now that you’ve got your design figured out, it’s time to craft your CTA message.

A CTA should always match what consumers anticipate. For instance, if your page is all about a free e-book, the CTA should make it clear that visitors are going to get it once they click on the button.

Your message needs to be clear and on-point. This isn’t the time for subtlety or surprise. If your CTA message doesn’t match user expectations, you risk losing on many conversions.

Naturally, what is clear to you might not be as obvious to your leads. Craft two variants of your CTA message and conduct some A/B testing to learn which one engages and converts consumers.

6. Build trust

Conversion happens thanks to trust. Trust signals work wonders in landing pages and CTAs. Just a few words are enough to instill trust among consumers.

For instance, for a conventional subscribe button, a simple message saying how they can unsubscribe at any time adds a layer of trust and boosts their engagement.

Another way to gain consumers’ trust is to clarify that you won’t be asking for their credit card details at this point.

7. Make consumers curious

Nothing increases sales like consumer curiosity. Curiosity helps to make the first step towards transforming leads into customers.

Moreover, research shows that curiosity helps to learn more about a given topic.

If you create a message that makes people curious about what’s on the other side of that CTA, you’ll be effectively boosting your chances at getting higher click-through rate. And with high CTR come sales.

How to evoke curiosity among your visitors? For instance, you can tell people what you do and what kind of results you get without sharing every detail about how it all happens.

8. Use active verbs

A strong CTA uses motion-oriented verbs. After all, it’s a call to action.

Active verbs work great for CTAs. Try verbs such as: Get, Buy, Order, Subscribe, Learn, or Discover. Many marketers like to use “get” because it’s short, universal and gets the message across.

9. Communicate a clear value

Since you’re asking consumers to perform an action, they should know that doing what you’re asking for is in their interest.

Especially if the action in question involves handing over money.

The ROI of the action needs to be clear to visitors. They should know what benefit you’re offering them in return for following your CTA. If you fail to do that, your click-through rate will suffer.

Key takeaways

According to Small Biz Trends, a smashing 70% of small business B2B websites don’t feature any calls-to-action.

Not including a CTA is a cardinal mistake that’s bound to have a negative impact on a site’s conversion rate, effectively preventing businesses from making the most out of their online presence.

Since you’ve invested in crafting your website, why not use it to convert more leads into customers? Include a strong CTA and you’ll be on your way to generating more sales than ever.

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