4 Tips on How to Make a Call to Action (Phrase) Effective
Posted: Thu Jan 23, 2025 5:13 am
Avoid using irritating words and expressions
Professional marketers define such words as "expressions that people associate with unloved work, losses, or commitments." So the list includes things that you have to do very reluctantly.
The task of a marketing specialist is to make israel mobile phone numbers database a potential client show interest in his texts and materials. Then the client's attention will be captured and he can be captivated by the offer. Therefore, it is very important to choose the wording of your CTA elements, because one unsuccessful phrase can ruin all efforts.
The visitor is more likely to choose the resource that does not overuse friction words, where the user can feel comfortable. It is important to remember that a simpler and clearer conversion process has a higher probability of the visitor taking action (i.e. the simpler the conversion action, the sooner it will happen).
Below are examples of such words (the list can be expanded):
Download
Send
Register
Buy
Subscribe
Make a request (a request carries the possibility that an answer will not be received, so ambiguous expressions should be avoided)
Don't forget to emphasize the benefits
After your offer, the visitor faces an alternative – to agree with the offer or to refuse. To make the right choice, he will consider your offer in terms of its usefulness for him, necessity and expected costs. This choice will not be easy, and to persuade the potential client to make a positive choice for you, draw his attention to the advantages and benefits of your offer.
This can be done by stating the benefit in the CTA text. This way, the connection between the action (clicking the button) and receiving the benefit (stated in the text) will be obvious, which will have a positive effect on conversion.
We recommend ending the text on the CTA element with the phrase “I want...”:
I want to watch the webinar
I want to get full access
I want to see the infographic
With this approach, the call to action will be aimed at the needs of the page visitor. If we previously got rid of friction words, now they need to be replaced with more suitable ones that will enhance motivation
Let's replace "Subscribe" with "Start now".
"Register" for "Join us now".
Common word "Download" to "Get (product name)".
Don't be afraid of narrowly targeted calls to action. In fact, the closer the connection between your offer and the action is expressed, the more tangible the user's desire to benefit from your offer will be.
Experiment with new verbs. Your task is to minimize the negative from the target action and switch the client's attention to possible benefits. If you need new words and expressions for this, do not hesitate.
Focus on the customer
To address your website visitors in a more personalized way, you don’t need to know their names. Thus, you can replace the calls to action “View the checklist” and “Find out more” with “View my checklist” and “Tell me more.”
In 2014, marketing agency IMPAC decided to optimize the page of its most successful e-book. There had been a lack of conversion dynamics for a long time, which prompted marketers to reconsider their approach. After much deliberation, it was decided to change the inscription on the CTA element from “Download” to “Show me how to attract more buyers.” This approach increased conversion by an incredible 78.5%.
The most significant difference between the new version and the previous one is the demonstration of the benefit. This cannot leave the visitor indifferent and awakens in him the desire to get hold of the book and learn all the subtleties and nuances of effective marketing. In the end, visitors treated this offer not as a marketing ploy, but as a friendly gesture.
Use visual cues
In this section, we will talk about the graphic component of the CTA element. The appearance of the call to action button greatly affects the visitor's reaction and motivation to perform the expected action.
Marketing rules say that the graphic part of the CTA element should be memorable and catch the user's eye. It is best to come up with something that goes beyond the usual. For example, place a bright square CTA element on a monochromatic landing page or place a square button with a call to action among elements made in the form of a circle.
Professional marketers define such words as "expressions that people associate with unloved work, losses, or commitments." So the list includes things that you have to do very reluctantly.
The task of a marketing specialist is to make israel mobile phone numbers database a potential client show interest in his texts and materials. Then the client's attention will be captured and he can be captivated by the offer. Therefore, it is very important to choose the wording of your CTA elements, because one unsuccessful phrase can ruin all efforts.
The visitor is more likely to choose the resource that does not overuse friction words, where the user can feel comfortable. It is important to remember that a simpler and clearer conversion process has a higher probability of the visitor taking action (i.e. the simpler the conversion action, the sooner it will happen).
Below are examples of such words (the list can be expanded):
Download
Send
Register
Buy
Subscribe
Make a request (a request carries the possibility that an answer will not be received, so ambiguous expressions should be avoided)
Don't forget to emphasize the benefits
After your offer, the visitor faces an alternative – to agree with the offer or to refuse. To make the right choice, he will consider your offer in terms of its usefulness for him, necessity and expected costs. This choice will not be easy, and to persuade the potential client to make a positive choice for you, draw his attention to the advantages and benefits of your offer.
This can be done by stating the benefit in the CTA text. This way, the connection between the action (clicking the button) and receiving the benefit (stated in the text) will be obvious, which will have a positive effect on conversion.
We recommend ending the text on the CTA element with the phrase “I want...”:
I want to watch the webinar
I want to get full access
I want to see the infographic
With this approach, the call to action will be aimed at the needs of the page visitor. If we previously got rid of friction words, now they need to be replaced with more suitable ones that will enhance motivation
Let's replace "Subscribe" with "Start now".
"Register" for "Join us now".
Common word "Download" to "Get (product name)".
Don't be afraid of narrowly targeted calls to action. In fact, the closer the connection between your offer and the action is expressed, the more tangible the user's desire to benefit from your offer will be.
Experiment with new verbs. Your task is to minimize the negative from the target action and switch the client's attention to possible benefits. If you need new words and expressions for this, do not hesitate.
Focus on the customer
To address your website visitors in a more personalized way, you don’t need to know their names. Thus, you can replace the calls to action “View the checklist” and “Find out more” with “View my checklist” and “Tell me more.”
In 2014, marketing agency IMPAC decided to optimize the page of its most successful e-book. There had been a lack of conversion dynamics for a long time, which prompted marketers to reconsider their approach. After much deliberation, it was decided to change the inscription on the CTA element from “Download” to “Show me how to attract more buyers.” This approach increased conversion by an incredible 78.5%.
The most significant difference between the new version and the previous one is the demonstration of the benefit. This cannot leave the visitor indifferent and awakens in him the desire to get hold of the book and learn all the subtleties and nuances of effective marketing. In the end, visitors treated this offer not as a marketing ploy, but as a friendly gesture.
Use visual cues
In this section, we will talk about the graphic component of the CTA element. The appearance of the call to action button greatly affects the visitor's reaction and motivation to perform the expected action.
Marketing rules say that the graphic part of the CTA element should be memorable and catch the user's eye. It is best to come up with something that goes beyond the usual. For example, place a bright square CTA element on a monochromatic landing page or place a square button with a call to action among elements made in the form of a circle.