Call to Action – Part 2

What’s In It For Me?

Having an attractive Call To Action (CTA) on your site – one that fits in with the overall theme – is just the first step in creating an effective CTA. Just because it’s pretty doesn’t ensure that your site visitor will click it. The first question they will ask themselves is, “What’s in it for me?”

There are many incentives that you can use to increase click-throughs. Discounts, free gifts, pertinent information, or just plain fun can induce a potential customer to click your CTA and see what they get. It doesn’t have to be a shiny new car – an ebook, free newsletter, or discounted prices are enough to perk their interest. Whether your CTA is on your website, or used in your social media sites,  you can offer great incentives to get them to click that button.

It is important the your CTA is not misleading – let the user know exactly what they will get when they click that button, and then give it to them. Some examples of CTA text could be: Learn More, Get Started, Buy Now, or Free Gift. And when they click that button, they will expect to get what you promised them. If your CTA says Learn More, and they click the button and then have to fill out a form, join your mailing list, or give their credit card number in order to get to the information, they will not be impressed. Don’t try to trick your site visitor into signing up for anything. You can come right out and ask them, but always give them the option.

Using words like ‘It’s Free!’ ‘Sign up in 60 seconds’, or ‘No sign up necessary’ will put your visitor at ease. They will be much more likely to investigate more if you have been honest. And they just might click that Sign Up Now, or Buy Now button.

Show me the goods


Showing an attractive image of your product is also an excellent way to inspire curiosity. Take a look at Their home page shows how their product looks on your iPhone or iPod Touch. Looks like fun, doesn’t it? And their CTA buttons aren’t big and flashy – they just tell the user where they can get this product. Simple, effective, no pressure.

So, what else can you do to induce a visitor to become a customer? Giving them a ‘sneak peek’ at the product can definitely increase the number of click-throughs you get on your CTA. Amazon uses this technique to great effect. Once you read a little of the book – and get hooked – you are much more likely to hit that BUY NOW button. Give your visitor a little taste of what’s in store for them. Answer that, “What’s in it for me?”, and you’ll be much closer to closing the deal.

Choose your words carefully

There are always many ways to say the same thing. A CTA can say BUY NOW, SHOP NOW, ADD TO CART, or GET YOUR DISCOUNT – it all means the same thing. So be a little creative with your wording. Giving a short, simple explanation of what they can expect when they hit that button will help too. Adding a tagline that says, ‘It’s free’, No Purchase Necessary, or Get a Free Gift lets the visitor know exactly what they’re getting into, and what they can get out of it.

Give me some options

You can have multiple calls to action on one page. But you don’t want them to compete with each other. One effective way to do this is to have one ‘button’ CTA, and then text-based CTAs around it. Giving a primary and a secondary CTA gives the user a little more control, and it gives you the opportunity to show how much you have to offer them. Secondary CTAs can be Learn More, FAQs, Watch the Video, Get Coupons, or Take the Tour.

Indie Aisle has done this quite effectively. The big yellow ‘Sign up for free’ button is there. But beside it is a less intimidating CTA for those who want to check it out first – Take a Tour. And above that there is more information, with ‘more info’ links to check out – lots of options for the visitor to choose from, and no-pressure text to entice them.

As you can see, there are endless ways to creatively and effectively use CTAs to enhance your site, and increase click-through rates. Color and language are just some of the things that will create a more engaging CTA that stands out and encourages click-throughs. In the next installment, we’ll look at CTA placement, more options to offer, and using video as a Call to Action.

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