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Call To Action: how to increase conversions effectively

CTA sign made from 3 wooden dice placed on top of a yellow table

In the world of marketing, every aspect must be carefully studied in order to make a difference and win the much-earned success.

Call To Action (CTA) or call to action are really effective and can help your business by giving your sales a boost.

In this article we will look together at what call-to-actions are, how to write effective ones, and some examples to help you better understand how to use them for your business.

What Are Call To Action?

You’ve carefully reviewed the Google Analytics data: something doesn’t add up. There is enough traffic, but the percentage of visitors who take an action is strangely low.

It is not a matter of loading times: the bounce rate also seems to be within the norm. Every single technical device is optimized to the best of its ability.

Yet, you are letting go of a lot of potential customers that could make a difference to your business. What is happening on your site?

Sometimes, to increase the conversion rate you have to work on the copy and especially on the call to action. Let’s take a quick look at what a call to action is.

A CTA is an actual call to action, a set of one or more words usually found at the end of a page or article.

These are concise and effective sentences that invite the potential customer to perform a certain action called conversion.

Before we go any further, however, we will make a brief aside about the concept of conversion in marketing.

Conversions in marketing

But what is a conversion? In marketing, a conversion is, precisely, an action taken by a user on a site or web page. With each conversion, the potential customer takes a step forward in the sales funnel.

So it’s not just about buying. We can give other examples of conversion in the digital marketing area:

  • newsletter subscription;
  • download of a white paper or pdf, in exchange for an e-mail address or other contact information;
  • webinar registration;
  • Purchase;
  • review etc.

A very functional approach to accompany the potential customer through the funnel is what we call inbound marketing.

Through the distribution of content that is on target and appropriate to the user’s position in the funnel, a trusting relationship is created between the brand and the user, who becomes a lead, prospect and ultimately a customer.

In this game, Call To Action can be really important.

Why Call To Action is Critical to Business

Calls to action can be the detail that marks the turning point in your marketing strategy. You can (and should) use them every time you publish content with the goal of converting a user. So, use CTAs:

  1. On the website, e.g., to increase the number of newsletter subscribers or the amount of people filling out a form;
  2. at the end of a landing page where you promote products or services, to increase the conversion rate for requests for demos, information, purchases, etc;
  3. In ppc campaigns and sponsored social, to increase targeted user traffic to your website;
  4. in organic social media posts to create engagement among people in your community. In this case, call-to-actions could simply prompt the user to take an action on social, such as following your page, commenting on a post, sharing a piece of content, etc;
  5. in the product tabs of your online store to boost sales (also read our article on SEO optimization for e-commerce product pages);
  6. In e-mail marketing, to present a product, a corporate event, a service;
  7. in the meta descriptions of your pages, to improve the likelihood that a user will visit your content from the preview in the SERP.
Effective Call to Action that convert Factory Communication

How to write a Call to Action that converts

Effective Calls To Action must be short, clear, and explicit. This clarity must come before creativity: calls to action must go straight to the target.

If I can make suggestions, whenever possible try to highlight them in a button (e.g., at the bottom of a landing page or newsletter).

Remember also that CTAs are something that straddles the line between persuasive copywriting and user experience-oriented writing (UX writing).

A good CTA is persuasive, but it also makes the potential customer’s journey easier: it marries the web design of the page, complements it, and makes it more efficient.

Without taking too many flights of fancy, think about the call-to-actions you encounter in your daily offline life: the Pull or Push label on the bar door, the directions on the POS at the supermarket, etc.

They are not original, but they are concrete: in very few words, they guide you to take the right action to get into the bar or pay for groceries. Aim for the same concreteness on the Web.

To avoid confusion and not scatter flows within the page, use only one call-to-action per piece of content.

All preceding text and images, organization of the page (or post, or email) must lead to the final Call To Action.

Imagine it just as a door through which the highest possible percentage of users must pass.

The effectiveness of a well-written CTA can significantly change conversion rate data.

Factory Communication CTA

Key features of effective CTAs

Design and positioning

  • Use contrasting colors that stand out from the rest of the page
  • Add blank space around the button to make it stand out
  • Place the CTA in a prominent location, such as above the fold of the page.

Text and language

  • Use strong action verbs such as “Get,” “Start,” “Buy,” “Download”
  • Keep the text short and punchy
  • Include words that create urgency such as “Now” or “Immediately.”

Additional elements

  • Adding an arrow to the button can increase clicks by up to 26%
  • Use icons or visual elements to attract attention.

Call to action examples

We have become accustomed to reading stereotypical call-to-actions. So much for our most creative instincts, when we read one we immediately know where we are going with it.

Some examples of abused but effective Call to Action are:

  1. “Download the free guide”
    • Provides immediate and free value to the visitor
  2. “Register now for the newsletter!”
    • Short, direct and creates a sense of urgency
  3. “Buy with 50% discount”
    • Highlights an immediate economic benefit
  4. “Start Free Trial”
    • Invites action without requiring financial commitment
  5. “Add to Cart”
    • Clear and direct for e-commerce
  6. “Learn more”
    • Invites you to explore more information without pressure

The user immediately knows what to do, when faced with these invitations, and is more likely to perform a conversion. He also knows what to expect and is not “afraid” to click.

If you notice, they are very short sentences, in the imperative verbal mode, and they give of the thou.

Of course, call-to-actions like any other part of copy or textual content must marry your company’s Tone of Voice.

So if you feel it is appropriate to personalize them do so, but with clarity and brevity.

Facebook call to action

A call-to-action (CTA) on Facebook is critical to increasing engagement and conversions, turning page visitors into customers or leads.

Examples of CTAs available on Facebook:

  • Buy Now
  • Book now
  • Learn more
  • Sign up
  • Use app
  • Watch video
  • Play

Facebook CTA how to insert it:

You can add a CTA directly from your business Facebook page or when creating ads through Meta Business Suite, linking to direct users to the desired action.

Instagram call to action

Call to Action (CTAs) on Instagram are essential tools for driving engagement and conversions. Here is a brief summary of Instagram CTAs:

  1. Profile Bio: Single clickable item for non-business account
  2. CTA buttons on profile: For business accounts (e.g., “Book,” “Contact”)
  3. Stories with swipe-up: For accounts with more than 10,000 followers
  4. Shopping tags: To tag products in posts
  5. CTAs in posts: Phrases calling for action in the caption
  6. CTAs in listings: Customizable buttons in ads.

CTAs on Instagram are key to turning followers into customers, driving user actions toward your business’ desired goals.

Call to action Linkedin

Call to Action (CTAs) on LinkedIn are crucial tools for driving engagement and conversions in a professional context. Here is a brief summary of LinkedIn CTAs:

  1. CTA buttons in posts: Customizable for corporate posts
  2. CTAs in ads: Specific options for sponsored ads
  3. Buttons on company profile: Like “Follow” or “Visit website”
  4. CTAs in InMail messages: For direct marketing campaigns
  5. CTA in organic content: Phrases that call to action in posts or articles

Effective examples

  • “Download whitepaper”
  • “Sign up for webinar”
  • “Request a Demo”
  • “Join our network”
  • “Learn more”

Benefits

  • Increase lead generation
  • Improves professional involvement
  • Increase B2B conversions
  • Facilitates the creation of valuable connections

Best Practices.

  • Uses professional and direct language
  • Aligns CTA with business objectives
  • Customize to target audience
  • Test different variations to optimize results

CTAs on LinkedIn are essential for turning professional connections into business opportunities by guiding users’ actions toward specific goals in a B2B context.

WhatsApp call to action

Call to Action (CTA) on WhatsApp are effective tools for driving direct interaction with customers in an instant messaging environment.

Here is a brief summary of the CTAs on WhatsApp that will lead your user to take specific actions:

  1. “Send message” button: Integrated into websites or ads
  2. Direct chat link: Customizable with default message
  3. CTAs in status messages: Calls to action in temporary content
  4. Broadcast messages: CTAs sent to lists of contacts
  5. Quick replies: preset CTAs for quick replies

Effective examples

  • “Chat with us now.”
  • “Request information”
  • “Book an appointment”
  • “Order directly”
  • “Take the survey”

Benefits

  • Facilitates direct and immediate communication
  • Increase customer engagement
  • Improve customer service
  • Increase conversions through a personal channel

Best Practices.

  • Use a conversational and friendly tone
  • Offer immediate value (e.g., “Get instant assistance”).
  • Customize the message according to the context
  • Respect users’ privacy

CTAs on WhatsApp are key to creating a direct bridge between business and customers, facilitating quick and personalized interactions in a familiar and informal environment.

CTA newsletter

Call to Action (CTAs) for newsletters are crucial elements for increasing sign-ups and reader engagement. Here is a brief summary of CTAs for newsletters:

  1. Application forms: On the website or landing page
  2. Pop-ups: Windows that appear while browsing
  3. Bars at the top or bottom of the page: CTAs always visible
  4. CTAs in content: Integrated within articles or posts.
  5. Social media buttons: To promote membership on social platforms.

Effective examples

  • “Sign up now”
  • “Get exclusive updates”
  • “Don’t miss our offers”
  • “Join the community”
  • “Get free content”

Benefits

  • Increase your contact list
  • Improves engagement with audiences
  • Facilitates direct communication with customers
  • Increase conversions through email marketing

Best Practices.

  • Use clear and persuasive language
  • Highlights the value offered (e.g., “Free weekly advice”).
  • Keep the enrollment process quick and easy
  • Test different variants of CTA to optimize results

CTAs for newsletters are essential for building and maintaining a loyal subscriber base, providing a direct channel to communicate with your audience and promote products or services.

Call To Action: Advanced Strategies

  • Using customized CTAs (Smart CTAs) that are tailored to the individual user can increase conversions by 202%
  • Test different variants of CTA (A/B testing) to optimize performance
  • Consider using timed pop-ups with special offers to capture attention.

Remember that the effectiveness of a CTA also depends on the specific context of your site and your audience.

It is important to test different options to find the one that works best for your business.

Attract new contacts and convert them into customers with Factory Communication

Factory Communication is an agency specializing in digital marketing and communication strategies.

Depending on your goal, Factory supports you in planning and implementing targeted actions to grow your business.

If your goal is to attract new leads and convert them into customers, the agency’s team can help you increase online sales, identify digital channels where you can meet your target audience, and optimize every campaign and every piece of content to increase conversion rates.

PPC campaign implementation: related articles

What are the elements that we need to take into consideration when carrying out lead generation activities? Read these articles

If you need support, or want to understand how we can help your Company contact us now:
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