The purpose of content marketing is to change or strengthen customer behaviour. Conversion demands well-crafted calls to action that guide the customer forward on the buyer’s journey. How you craft and shape your call to action has a huge impact on the result.
A clear call to action (CTA) is essential in a stressful and fast-paced environment. The term refers to text and buttons that encourage visitors to take a certain form of action. For instance:
- ”Visit our website…”
- ”Call us on…”
- ”Subscribe to our newsletter”
- ”Add to basket”
A clear call to action needs to get to the point and be easy to understand. Visitors should never have to think about what to do next. The CTA needs to be prominent on the page.
How you choose to craft and design your CTA depends on your goals and also where you decide to place it. You should always test and adjust your calls to action to different emails, landing pages, blogs as well as social media.
5 examples of clear calls to action
How can we create a clear call to action that increases conversions? Let’s look at a few examples.
Spotify’s CTA buttons are clear and well-designed. Here they use colour to distinguish between the free and the paid offer.
Notice that the free version is filled with purple while the premium offer lacks any filling.
Compared to earlier CTAs, this version highlights the free version rather than the paid one. Perhaps this strategy has proven more successful over the long haul.
2. Water Aid
Nonprofits and charities compete for donations and volunteers. Indeed, competition is tough! Calls to action help organisation get the support they need to carry out their mission.
In this case, the American homepage for Water Aid encourages their visitors to either ”act now” or donate money to the organisation. In short, it’s taking advantage of a yes-yes offer.
The meditation app Headspace uses a clear call to action to get potential customers to sign up.
Notice how the headline and the body text underline the benefits of meditation.
They’re emphasising the science behind the practice. This adds credibility and legitimacy to their offering. It’s obviously a smart move to let sceptical users try the app before they pay for it. The free trial reduces the risk for the user, which most likely leads to higher conversions. A humorous ”before and after” illustration also captures the benefits of using the product.
The customer’s journey is in certain cases longer in B2B compared to B2C.
IBM uses two different calls to action to address their buyers’ needs and concerns.
The first button is written for the buyer who’s ready to learn more about IBM’s business solutions, the latter is for buyers who want to find out more about the topic.
ConversionXL are masters at optimising their calls to action buttons.
In this example, which Neil Patel has also analysed, the company applies a ‘yes-no’ call to action. The use of different colours creates a stark contrast between the two options.
The red colour directs the attention on the right elements such as ‘persuasive web design’, ‘get the answer’ and ‘yes, reveal the 5 principles’. This makes the ‘yes’ option almost impossible not to click. The dull, grey option becomes unattractive in comparison.
Increase your conversions with the help of a clear call to action
Your content must have a clear call to action, so that your visitors know exactly what to do next.
Without a strong CTA, you lose not only conversions, but also potential clients. Thoughtful CTAs guide your readers on a path that will get them to know, like, and trust you.
Be specific with what you want your visitor to do. And make sure you remember to say it!
Test different calls to action, adjust them to different pages, and always measure your results. Which CTA works the best? What tweaks can improve content performance?
And just so there is no doubt in your mind on what to do next… Subscribe to our newsletter by clicking on that button below. 😉