The Best Call-To-Action (CTA) Tips to Adopt in Your Copy

Remember the good old days when you had to go to the mall because online purchases weren’t a thing?

Have you ever randomly stopped at a different shop because something caught your eye, like an ice cream stand, and got two scoops of vanilla and chocolate because you just felt like doing it?

That’s what is called an impulse purchase. And the thing about the online world compared to physical malls is that it is much harder to capture someone’s attention to buy a product or service that was not planned for. It is important to recognize that only a fraction of the population exhibits compulsive shopping behaviors in front of a computer screen!

In the virtual world of e-commerce, curious shoppers have endless options at their fingertips, and consumers now have the ability to compare prices, read reviews, and exercise greater self-control.

The immediate temptation that once accompanied in-person shopping experiences has been replaced by a more rational and calculated decision-making process. If you don’t believe so, the Baymard Institute shows the average cart abandonment rate is close to 70% for purchases made using a desktop computer or laptop. Isn’t that crazy?

Imagine you saw a line of 10 people waiting in front of a store to buy their clothes, and seven out of the ten people would get out of the line EVERY single time. This is a HUGE problem for businesses that are losing billions of dollars every year due to unrealized purchases!

Bad CTAs emphasize the action required.

Good CTAs highlight the benefits received.

To create a call to action that truly converts, it is crucial to pay attention to key characteristics:

Action-oriented Language: A compelling CTA begins with strong, commanding verbs. Words like “Shop Now,” “Subscribe Today,” or “Discover More” ignite a sense of urgency and motivate immediate action. By using clear and concise language, you remove any ambiguity and guide readers toward the desired outcome.

Clarity and Simplicity: A confused mind seldom takes action. A proper CTA should be clear and concise, avoiding jargon or complex terms. By using straightforward language, you ensure that readers understand the value proposition and what action is expected of them.

Creating a Sense of Urgency: Instilling a sense of urgency in a CTA can be a game-changer. Phrases like “Limited Time Offer,” “Act Now,” or “Don’t Miss Out” tap into consumers’ fear of missing out (FOMO) and prompt them to take immediate action. By leveraging the psychological aspect of urgency, you increase the likelihood of conversions.

Benefits-focused: Highlighting the benefits readers can expect by engaging with a CTA is crucial. Whether it’s “Save Money,” “Enhance Your Skills,” or “Unlock Exclusive Content,” clearly articulate the advantages they stand to gain. By clearly communicating the value proposition, readers are more likely to be enticed and motivated to convert.

Visual Appeal: An effective CTA should visually grab readers’ attention. By using contrasting colors, larger fonts, or distinctive button styles, you differentiate the CTA from the surrounding content. A visually prominent CTA catches the reader’s eye and increases the chances of clicks and conversions. Additionally, optimizing the CTA for mobile devices is crucial, given the growing prevalence of mobile browsing.

Here’s a list of the best CTAs for each category:

Urgency & Scarcity:

Engagement & Sharing:

Offers & Discounts:

Personal Touch:

Immediate Actions:

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