concrete examples and guide on optimization

If you had to optimize an element on your UI in priority, it is the call to action.

It’s amazing how a single button can have such an impact on a company’s bottom line.

There are no successful marketing campaigns unless there is a successful CTA.

This is for you need to spend a lot of time optimizing and testing your CTAs.


  1. What is a call to action?
  2. How to create an effective call to action?
  3. Examples of Effective Call To Action

What is a call to action?

A call to action (CTA) is text, often in the form of a button, that encourages your visitors and customers to take action. It is, literally, a “call” to take “action.” CTA example: “click here”.

If you have a website, you probably have a call to action and even multiple CTAs. There is no successful marketing campaign unless there is a successful CTA.

Leads, conversions, revenue and profits, all depend on the powerful call to action.

In the following sections we will see how to create an effective CTA.

The call to action, better known as “CTA”, is a call to action from users. A Call to action is used when we expect an action from Internet users, such as when we want them to subscribe to our newsletter, create an account on our site, etc.

Conversion is simply getting someone to respond to some sort of call to action. A successful CTA leads to a conversion.

There are literally thousands of different types of call to action. You can use a call to action whenever you want the user to do something or respond in some way.

A CTA can be used to prompt users to take any step: download a PDF, fill out a form, buy a product, or even just click to another page.

Michael Aagaard of Unbounce calls out the CTA:

“The tipping point between rebound and conversion”.

Here are some examples of the most common CTAs:

  • Add to Cart
  • Sign up
  • Subscribe to newsletter
  • Read more
  • Try now
  • Following

Here’s how and where you’re likely to encounter CTAs:

  • In page headers
  • In pop-ups
  • In the side panels
  • In the purchase pages
  • At the end of the page, article, article, post
  • In the ads

CTAs can be located anywhere. Displaying CTAs throughout your website is a great way to drive more conversions.

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A Call to Action is intended to prompt a website visitor to take a particular action that benefits you. You need to put in every creative, persuasive, and persuasive effort to make your CTA look as good as possible.

There are three main characteristics to a Call to Action:

  • The placement
  • Design
  • The message

For your CTAs to work, two things have to happen.

First, visitors should be able to spot them effortlessly. Second, visitors need to instantly know what they are doing.

In order to spot the CTA easily, it must be 1) placed correctly and 2) designed with precision. And to know what to do, 3) the text on the button must be very clear and compelling.

Let’s analyze a little more in depth.

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Call To Action #1: Learn how to place your CTA

There are three basic elements to CTA placement:

Have multiple Call To Actions. There is a misconception that there should only be one CTA per page.
The more CTAs on a page, the more likely the user is to convert at any point on the page. Use CTAs liberally, and your conversions will increase (keep your messaging consistent).

But one-page CTAs shouldn’t compete with each other. Don’t confuse the user with too many options. Choice paralysis can set in too easily, resulting in the user making no choice.

Put Call To Action on every page. Each page gives users a new opportunity to do something, to convert in some way. So why not add a CTA?

Highlight Call To Actions. Place your CTAs strategically, so they get the most attention and visual attention. Multiple eye-tracking studies have shown that website users scan F-shaped pages.

CTA Mailjet - LeDigitalizeur
CTA Mailjet - LeDigitalizeur

Starting in the top left corner, a user typically takes two glances across the page horizontally, then looks (and/or scrolls) vertically to the bottom left. This suggests that you should place CTAs in headers, side panels, and at the end of the page, article, post, and so on.

But as always, you should experiment to find out what works for your site visitors. Remember to create heatmaps on your site to really understand the journey of your users.

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Call To Action #2: Develop a design that attracts

As a marketing and conversion expert, you should use your best judgment and research to guide the creation of Call To Action. Your designer will do the practical and stylistic work and will probably have some great ideas, but you need to make sure the end result does what it’s supposed to do (convert) and doesn’t just look good.

Make sure your CTAs are designed to be:

Recognizable. People spend most of their time on other websites and are used to common terms, like “price” or “connection”.

Don’t let your message get lost in a fog of creativity.

People should recognize your CTA as something they are meant to click on.

Well defined. A Call To Action should be part of the page, but separate from the main body text. Use an outline or shadow or bright and/or contrasting colors to give clear definition to your CTA.

Striking. Your CTA must stand out; it must address the user. To do this, for starters, it should be made up of a strong, contrasting color on the page.

But button color alone is not the key to successful CTAs. It’s relevant, sure, but there’s no secret formula to success.

The right color depends on your audience, product, branding, and a host of other variables.

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Call To Action #3: The message is key in your CTA

The 3rd key part of your call to action is the conveyed message by this one.

Although the placement and design of your CTA is important and subtle, the message conveyed is essential.

In the Call To Action example below you can directly understand the action requested by Hubspot and identify the CTA thanks to the striking color difference (previous point) but also you directly understand what you will get by clicking, namely access to the software.

CTA hubspot - LeDigitalizeur
CTA hubspot - LeDigitalizeur

Photos and videos are a plus, but websites still rely on words to do the job when it comes to conversions.

We go back to the old adage: “You have to ask for the sale. »

During this last critical moment when the Internet user is facing the landing page, when the prospect must make up his mind, the message itself is what he will interact with.

To influence a website visitor to take action, your CTA text must:

To be clear. Your CTA should be informative. The user wants/needs to know what will happen if they click on your CTA button. Your Call To Action must correspond to the expectations of the user.

Now is not the time for surprises, secrets or niceties.

Some CTA buttons, in fact, say, for example, “next”. It’s pretty much worthless.

You need to tell people what’s next, not push them into a phase of uncertainty that they’re about to go through with no idea what’s next.

Communicate value. You’re asking users to take action, so you need to let them know they’ll get something worthwhile in return. Obviously, this is true if the action is to hand over money.

But any action online is an investment of time and effort, so the ROI should be apparent.

Ask yourself, “What’s in it for the customer?” Why should they click here? Answer these questions in your CTA.

Here are three examples to illustrate the added value of a CTA:

The words “download”, “submit” and “buy now” have no value to the user. Instead, the user needs to know, I get a book, I get a quote, or I save 25 percent. It is a value.

And this is what will help them to convert.

Typically for your CTAs you should use an action word: Order, Subscribe, Buy, Buy, Get, Learn, Discover… “Get” works pretty well, actually. Everyone likes to get something, and we all know what “to get” means.