When do you need a call to action?

A call to action (CTA) is used when you require your viewers to carry out an action after seeing your ad. The worst scenario would be if a customer wants to buy your product but does not know how. Furthermore, without a good and convincing CTA, your ad becomes redundant and confusing. With millions of actions being called on social media, you not only need a good CTA, you need an OUTSTANDING one!

In this blog, we will go through CTA essentials and tips you need to know in order to amplify the impact of your ad.

1: Short and concise

Limit your CTA to 7 words. Your CTA to be BIG, BOLD and CLEAR. Most people go on social media with no actual intention to buy a new product or subscribe to a newsletter hence they have no reason to stick around through a long, detailed CTA. Use straightforward commanding verbs such as “CALL” and “BUY” so your viewers know exactly what to do.  

A bad CTA would be one that is vague, lengthy, unclear and explanatory.

Bad CTA Examples:

  • Want to know more about Our Product?
  • Get this offer with every purchase (this is a benefit and should be placed before the CTA)
  • Are you ready to purchase?

Good CTA Examples

  • Buy Now
  • Subscribe
  • Sign Up
  • Start Now

2. Identify your CTA with a Stand Out Color

Another good tip would be to use a contrasting, bright color for your CTA This color should then be used again throughout your website – wherever your CTA appears. This provides your audience with a clear and distinct path of action. They also know exactly where to direct their attention to.

Studies have found that orange CTAs boosted conversion rates by 32.5% while red CTAs boosted conversion rates by 21%

A good CTA example would be Netflix . Whenever they needed an action (Join, Sign Up) from a customer, they color the buttons in a distinctive bright red.

3. Create a Sense of Urgency Surrounding your CTA

Place short phrases such as “Only 2 Days of Sale Left!” and “Selling Fast” around your CTA. Numbers are also extremely effective when creating an impression of scarcity. This includes: adding a countdown clock and indicating how many slots or days left till the offer expires. Urgent CTA could include “Buy Now and Get 50% Off!” or “Click Now for Free Donuts!”

4. Use Promo Codes

Promo Codes create a clear message on what the user should do after watching your ad. They know to head over to your website and use the code to make a purchase. Promo codes also add an extra incentive for your users to carry out the action.

57% of shoppers are more motivated to complete a first-time purchase when they are able to redeem a coupon or promo code.

5. Provide Sufficient Rewards

Whatever incentive you offer to your audience needs to be good enough for them to follow through with your call. The golden keyword that attracts attention is “FREE” because evidently, everyone wants free things. Consumers agree to purchase when they feel like they have found a good bargain.

  • ⅔ of consumers have made a purchase they weren’t originally planning to make solely based on finding a coupon or discount
  • 80 percent of customers said they feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount.

Interesting Discount Tips (Price Psychology)

  • Separate your offers – people prefer one 20% discount on top of another 20% discount over one 40% discount (although both have the same amount of discount)
  • Use “Get $50 Off!” instead of “Save $50”
  • Customers feel better with bigger discounts on lower priced items than small discounts on higher priced items – 20% off a $20 product is better than 10% off a $100 product. Even though the second offer saves them more money
  • People love “FREE SHIPPING”

6. Link to the Correct Landing Page

Be sure to match your landing page to your CTA Imagine clicking on a “BUY NOW!” button only to be directed to the About Us page of the website. This will lead to an immediate bounce and definitely no conversion.

7. Reduce Resistance

Make the process as easy as possible such that the viewer would be able to subscribe/buy/sign up in just a few clicks. The likelihood of a conversion becomes increasingly worse with every additional step you require them to do. Moreover, limit the CTA on your landing page – flooding your website with actions would only confuse visitors and reduce your chances of them carrying it out.

Reducing clutter around your CTA increases your conversion rate by 232%!

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