Call to action examples: best types and how to insert them

Are you looking for call to action examples types, the best ones to use, and how it can inspire you to improve your marketing strategy? Well, then you are in the right place!

Making effective ‘calls to action’, i.e. getting users to do what you propose in return for something useful to them, is the basis for the success of any web marketing campaign. Given their strategic role, calls to action, or CTAs, cannot be improvised. Instead, they must be the result of a careful preliminary analysis of the audience and business objectives. As well as the sector in which you operate, and the different communication channels available.

How, then, to realize useful call-to-actions for your business? Follow me because in this article I will explain:

  • what the call to action is and why it is important,
  • 5 best practices for creating the perfect call to action for your needs,
  • which different types of call to action you can use.

In the end, I will also provide you with 3 examples of successful CTAs because, you know, you learn from the best!

If, then, you wish to enhance your skills as a marketer and be high-performance digital strategies, I suggest an ad hoc training course, namely the Web Marketing Specialist course.

Call to action: what it is and what it is for

Before showing you effective call to action examples, it is necessary to explain what it means and why it is so important.

The call to action is the fundamental element of any digital marketing campaign, capable of making the difference between bounce (i.e. those who only view one page of the site and then leave) and conversion (i.e. the campaign’s intended goal).

It can appear in the form of a link, banner, or button and should be added at strategic points of the site or landing page, where the user is supposed to focus their attention. A CTA can be a real invitation to purchase the good/service or a less demanding request, such as downloading free resources or subscribing to the newsletter, after leaving some personal data (usually name and email).

The call to action usually consists of an imperative verb, to incentivize its strength, and is designed to attract the reader’s attention. 

“Sign up for the webinar”, “Download my ebook”, and “Visit the site” are classic call-to-actions examples used to accompany the user step by step to the final conversion. Indeed, using CTA Marketing techniques can help you at every stage of the sales funnel, from the first contact with the company to getting to know the product or service offered, to the purchase.

Being able to implement them effectively is crucial for both the marketer working in a corporate environment and the freelancer. In fact, according to a study conducted by Small Business Trends, 70 percent of small businesses have no call to action on their sites. Many businesses, therefore, still underestimate their enormous potential, both in terms of acquiring new customers and increasing turnover.

A call to action dramatically affects your results and the design and creation of CTAs and funnels go hand in hand. The result of a web marketing and lead generation campaign (a marketing activity to generate a list of possible customers, interested in your products or services) will largely depend on these two factors.

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Examples of how to make a perfect CTA

Are there examples of successful call-to-action phrases? And what characteristics does a call to action that works have?

Before answering these questions, I must make a premise. Human beings think and make decisions based on their emotions. This is a fact and every marketer should use it to his or her advantage when building a corporate communication strategy. Indeed, at the basis of any marketing operation, there must be an in-depth study of the target audience. This means knowing their dreams, ambitions, and fears/concerns, and then being able to create content and call-to-actions that trigger the desired emotions.

So, what should you focus on to succeed in moving your audience? The button graphics, your communication, or the content in general? There is no exact answer; the best thing is to combine each of the three factors, adapting them to your business needs and brand identity. Remember that creating perfect CTAs is a process that takes time and, above all, constant trial and error. A/B tests can be particularly helpful in this regard by allowing you to select, between two call-to-action variants, the one that performs best in terms of conversions. To provide useful data, however, the two alternatives need to have only minor differences; for example, you can change the color or text of the button or even its shape.

You won’t always be able to realize ‘great’ call-to-actions at the first shot, capable of immediately leading you to the desired results. The important thing is not to give up and try to realize them in the best possible way. Here are the 5 best practices I suggest you follow to create CTAs capable of attracting attention and leading the visitor to take the action you requested. For each step, I will also give you call to action examples.

Be clear and straightforward

To work, a call to action must be as comprehensible and direct as possible. This means creating content, even imaginative content, as long as you do not dwell too much on explanations or parentheses that are unimportant to the objective. The reader must not make an effort to understand the message, otherwise, it is guaranteed that he will not click the button and your objective will go up in smoke. My advice is, therefore, to stay within five words.

An example of a simple and immediate call to action, in case you are offering a service, could be: ‘Start today’.

Being short and concise is therefore important, but it is not enough! You have to use an empathetic tone of voice, capable of creating or increasing attunement with your audience. Every marketer must therefore be able to attract and convince people using words that touch the right chords. The call to action represents the final stimulus, with which you aim to materialize trust and confidence derived from the previous description of the product/service in question.

Use color science

How can a call to action be effective if it goes unnoticed? Having a catchphrase in mind is not enough; it must be able to attract attention. Yes, but how? By using colors!

Calls to action are often turned into graphic buttons to stand out from the rest of the text and aim for greater persuasion. Colors evoke feelings and stimulate emotions; using them to make the right emotional impact on your buyer personas can undoubtedly work in your favor. To make this key phrase stand out and differentiate it from the rest of the text, you can use bright and/or contrasting colors. In doing so, however, you should try to remain, as far as possible, consistent with the colors of your brand or the company you are working for.

Sometimes daring with colors can be a winning strategy. For example, red is typically perceived as a risk or danger; however, Netflix has managed to use it to its advantage, producing striking messages. Another company that uses color strategically is the Cynical Beautician; here is an example of one of the most successful call-to-action:

use color science

Choose a strategic location

I told you about colors and making the call to action clear and direct. But, where should a CTA be placed?

There is no exact science, but we know that people’s attention is mainly focused at the beginning (above the fold) and the end of an article. Consequently, the best places to place your most creatively and persuasively curated calls to action are precisely these: the beginning and end of a piece of content.

Of course, this does not mean that it is wrong to insert a call to action also within the text. On the contrary, most of the time their presence is useful to remind the reader of the benefits he can have by doing what we ask him to do. They can therefore be useful in convincing him to convert.

Below is a clear example of a call to action above the fold:

call to action above the fold

Screenshot https://snacknation.com/

Customize according to user type

No one will remember you if you blend in with the crowd. People will, however, remember you if you stand out and differentiate yourself, if you put some personality and creativity into what you do.

This ‘rule’ applies a lot when creating a trigger phrase. Surely you have read phrases such as “Find out more”, “Buy now” or “Follow us on social media” on several occasions. How many of these have struck you? Probably none.

Leads (commercially useful contacts) are not generated by themselves and being discounted will not help you optimize your marketing efforts. This means that even if you have achieved good results in terms of conversions, these can be improved by striving for excellence.

What should you do to stand out from the majority? Customize the call to action according to the type of user. Depending on whether it is a prospect or a loyal customer, you should use a different tone of voice, messages, and even colors. Research conducted by HubSpot shows that by creating so-called ‘smart CTAs’, specific to the user’s position in the purchase funnel, conversions increase by 200%. The same is true if your target audience consists of several types of buyer personas, as in the example below.

customize based on user type

Screenshoot https://www.digital-coach.com/

Highlights benefits and generates urgency

Emphasize the benefits that will occur after the fateful click, e.g. free content or discounts on certain products, and define how limited these are.

Phrases such as “If you don’t take advantage now, you won’t be able to buy” or “Free shipping until …”, are the most commonly used call to action examples, particularly in FOMO Marketing strategies. Leveraging human psychology, and generating a sense of urgency in a direct way is an effective technique to lead the user to finalize the purchase or become a lead.

Making unusual, out-of-the-ordinary call-to-actions can also give you a big hand in achieving your business goals. These emphasize creativity, build on the human factor and foster greater empathy.

Types of call to action

To understand which call to action example to take as a reference for your purposes, you need to know that there are many types. They can be subdivided, in fact, according to format (buttons, phrases, banners), the type of link (internal or external to the site or internal to the page itself), or, again, according to purpose or context of use. Considering, specifically, these latter aspects, a call to action can be used for:

  • finalize purchase
  • have free resources downloaded
  • subscribe to the newsletter
  • do Lead Generation.

Scrolling through the feed of social networks such as Facebook, Instagram, and LinkedIn, or going to some e-commerce site, you can find a lot of insights. You can see examples of using a call to action on Instagram to drive traffic to the site. This is the most effective way of communicating on LinkedIn to generate leads, or what is the best call to action for e-commerce to close a sale.

Obviously, for the success of individual calls to action, it is necessary to know each platform well and understand where it makes the most sense to place them. For example, it may be useful to have a social call to action appear directly in the bio or as the first post fixed at the top.

Best examples of call to action

Are there examples of CTAs that have contributed to a company’s success? Yes, and now I am going to tell you about 3 brands that have managed to increase their profits also thanks to intelligent and unusual calls to action. These examples will enable you to understand how the big players operate but also what you can do to improve your business. I am talking about Netflix, Satispay, and Spotify.

The examples of calls to action taken from Netflix and Spotify are excellent for understanding how to specify certain advantageous conditions of the offer. In this case, the gratuitousness of the service or the ease of withdrawal from it is strategically useful for generating conversions. Satispay, on the other hand, is a clear example of how something now customary, namely discounting, can be proposed entertainingly.

So let’s look in detail at their captivating call-to-action examples. Take notes and try to get the best out of them for your work!

Netflix

Netflix certainly knows how to implement a marketing campaign well. I did not want to subscribe and yet, thanks to their convincing communication strategy, I bought the subscription. The giant that revolutionized online streaming uses a simple and clear message: “Movies, TV series, and more. Without limits.” The phrase is a winner because it clearly states what the user can watch on the platform and under what conditions.

Even more effective are the following phrases: “Watch what you want anywhere. Cancel when you want.“, capable of reassuring both the possibility of using the service from a desktop, smartphone, or tablet and the ease of cancelling the subscription. Because nobody likes to go crazy when cancelling a subscription, do they?

netflix example call to action effective

Screenshot https://www.netflix.com/it-en/

Satispay

Satispay is certainly one of the most creative brands of the moment. The popular application for paying in shops, exchanging money with people, buying services, and managing savings, entices users to try the service by offering a EUR 5 discount code. In this way, it appeals to two aspects very dear to the human psyche: money and discounting.

But the real stroke of genius lies in the way the discount code is offered. Through an ‘interactive’ call-to-action (“Create promo code”), the person is invited to create it. By clicking on the button, the fateful code appears, which, surprisingly, is not the classic succession of digits and numbers that one is accustomed to. And rather completely original words, such as “siesta”, “boom”, or “babes”. Try it to believe!

satispay discounted promo

Screenshot https://www.satispay.com/

Spotify

The third example of a creative call to action is that of Spotify. The digital service for streaming listening to music uses three simple and short messages to convince the user to subscribe to the platform: ‘Listening is Everything‘, ‘Millions of songs and podcasts‘, and ‘No credit card required‘.

It then ends with a call to action that features one of the company’s favorite words: free! “Download Spotify free” is a short, clear, and immediate sentence and demonstrates the fact that success does not require a lot of words. Most often, all it takes is a targeted call to action to get the person to do what we want.

spotify call to action examples

Screenshot https://www.spotify.com/uk/free/

Conclusions and strategic advice

The call-to-action examples I have given you are a clear demonstration of how a CTA can make the difference between an effective marketing campaign and a failed one. This is why, when selling products or services, the right implementation and placement of calls to action strongly conditions the final result.

Remember that their use is a continuous work in progress and that to perfect them, it is essential both to follow the suggestions of the ‘marketing’ communication experts and to test them yourself.

If you would like to increase conversions with call-to-actions but do not feel confident in creating them, request free personalized coaching with one of our experts.

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