In the ever-evolving landscape of digital marketing, one thing remains constant: the importance of the calls to action (CTA). A well-crafted CTA is the cornerstone of every successful marketing campaign because it compels users to take a specific action that leads to conversions. Whether aiming to boost sales, generate leads, or increase user engagement, the right CTA can make all the difference.
Without well-crafted CTAs, your website may be akin to a ghost town where visitors wander aimlessly, unsure of where to turn next. Unfortunately, a whopping 70% of small business B2B websites are missing CTAs today – a critical mistake. Effective CTAs turn browsing into action and prospects into buyers, adding to your digital cash register.
Whether you like them or not, solid CTAs are the only way to lure casual visitors toward conversion. In this article, I’ll describe ten different types of CTAs you can use to drive conversions. I will also provide insights into when and how you can deploy them effectively.
Ten types of CTAs to drive conversions better
Below are some of my favorite types of CTAs to help you get your customers clicking and converting like there’s no tomorrow.
1. Subscribe or Download or Buy Now
People mostly use these types of CTAs to compel website visitors to subscribe to a service or download a resource. They could be eBooks, whitepapers, infographics, templates, or webinars. Such CTAs are an excellent way to build an email list and provide valuable content to users.
Below are some good examples of Subscribe or Download CTAs:
“Download Our Free Ebook Now!”
“Subscribe to Stay Updated”
“Click Below To Download Your Free Guide!”
“Join Us to Receive Exclusive Content Every Week”
“Buy now for only XY”
No matter what you offer, the important thing is to make your CTA convincing and clearly communicate the value the user will receive.
Businesses often use the “Form” CTA to collect information about their website visitors. Once a user fills out a form, they usually provide personal information such as their name, email address, job title, and company name.
This information is crucial for businesses because it helps them put together a database of potential leads. It also allows them to send out personalized CTAs, which convert 42% more visitors than untargeted CTAs. Likewise, people can use the form to sign up for a newsletter, download a resource, request a demo, ask questions, or provide feedback.
Below are some examples of such CTAs:
“Sign Up for Our Newsletter”
“Request a Demo”
“Begin Your Free Trial”
“Receive a Free Quote”
When it comes to a “Form” CTA, you must make it as easy and fast as possible for users to complete. Simultaneously, you need to make sure they understand the value they’ll get in return for their contact information.
3. Read More or Learn More
You can use “Read More” or “Learn More” CTAs to guide visitors to more comprehensive information about a specific product, service, or topic. They’re a great way of providing extra information without overwhelming visitors with too much text or details upfront.
You can use these types of CTAs in a preview or excerpt of a blog post:
“Read the Full Story Here”
“Load more stories”
“Find Out More About Our Process”
“Discover the Benefits”
“Learn More about How It Works”
Keep in mind that “Read More” or “Learn More” CTAs must always link to high quality and valuable content. Also, you need to place these kinds of CTAs strategically so they’re easy to find and feel like a natural next step for readers.
4. Social Sharing
“Social Sharing” CTAs encourage users to share a piece of content, such as a blog post or a product page, on their own social media platforms. As a result, they essentially endorse that content to their followers, making it more likely that others will engage with the content and even to share it further with their own networks.
Such types of CTAs can take many forms, such as:
“Share This Post”
“Spread the Word”
“Help Us Grow by Sharing”
“Like, Comment, and Share”
For these CTAs to be effective, you must make it as easy as possible for users to share your content with features such as social media plugins.
Also, you should create high-quality content that your audience will be eager to share. After all, at the end of the day, people want to see content that they find entertaining, interesting, or useful.
5. Sign Up
A “Sign Up” CTA pushes users to sign up for a service, newsletter, or event. The main objective here is to build a community, increase engagement, and grow your audience.
You can place these CTAs on homepages, in promotional emails, at the end of blog posts, or on landing pages. A recent survey has shown that long-layout landing pages with multiple CTAs can score up to 220% more leads.
Here are some examples of “Sign Up” CTAs:
“Sign Up for Free”
“Join Our Community”
“Get Started Now”
“Become a Member”
Ideally, these types of CTAs should always focus on value such as highlighting the benefits of a service, the quality of newsletter content, or the value of an event. Also, they should be quick and easy to complete to remove any conversion barriers.
6. Free Demo or Free Trial
“Free Demo” or “Free Trial” CTAs allow potential customers to experience your products or services without any commitment. These CTAs are effective because they minimize the perceived risk for customers. They can try out the product or service without spending even a penny. As a result, businesses can display the value of what they’re offering and build trust with potential customers.
Such CTAs are mostly popular in the software and services industry but are applicable in many contexts, such as:
“Start Your Free Trial Now”
“Try Us Free for 30 Days”
“Get Your Free Trial”
“Request a Free Demo”
When using such CTAs, you must be certain that your demo or trial truly showcases the value of your products or services. Also, you need to provide excellent customer service to increase your chances of converting trial users into paying customers.
7. Lead Generation
“Lead Generation” CTAs convince users to share their contact information, thus turning them into potential leads for your business. They are key components of every digital marketing strategy, especially in the world of B2B.
Such CTAs should be associated with some value proposition to incentivize the user to provide their information. It could be a discount code, free trial, or even just the promise of future updates or information.
Examples of “Lead Generation” CTAs are:
“Download Our Free Ebook”
“Start Your Free Trial”
“Sign Up for a Consultation”
“Get A Free Quote”
When using these CTAs, you must responsibly handle user information and respect their privacy. Doing so will help you build trust and make users more likely to engage.
8. Product or Service Discovery
“Product” or “Service Discovery” CTAs guide visitors to explore different products or services of yours. They enable potential customers to understand what your company offers and how those offerings can solve their problems or meet their requirements.
You will usually find such CTAs on homepages or landing pages intended to show visitors relevant products or services. Occasionally, they’re also present on product category pages to guide users toward specific products within a category.
Examples of these CTAs are:
“Explore Our Collection”
“View Our Services”
“Learn About Our Process”
“Meet Our Team”
Remember that these CTAs should be concise, intuitive, and clearly visible, concise. They must also lead to useful information that helps visitors better understand your company’s offerings.
9. Newsletter Subscription
“Newsletter Subscription” CTAs encourage website visitors to sign up for your business’s newsletter. As a result, they directly allow you to communicate and keep in touch with your audience, provide regular updates, and deliver valuable content.
Newsletters also allow you to build a sense of community and engagement with customers and prospects. These type of CTAs are best placed in a prominent spot on your website, such as the header or footer, or they could appear in pop-up windows. Examples:
“Stay Informed with Our Weekly Newsletter”
“Get the Latest News and Updates”
“Don’t Miss Out – Subscribe Today”
“Get Exclusive Deals and Offers”
To ensure that such CTAs are effective, you must clearly communicate the value users will get from subscribing to your newsletter. It could mean promising helpful insights, regular updates, or exclusive deals.
10. No Risk
As their name implies, these CTAs assure users that there’s “No Risk” in taking the next step, which could mean making a purchase, downloading a resource, signing up for a service, or anything else that might demand some level of commitment from the user.
The objective here is to remove any potential barriers to taking action, such as security, cost, or commitment. Examples of such CTAs are:
“Try It Today, Sans Any Risks”
“Buy Now with Our 30-Day Money-Back Guarantee”
“Proceed to Secure Checkout”
“Start Your Free Trial Today”
The key to an effective “No Risk” CTA is to understand what potential concerns or objections your audience may have, and to directly address them in your message. By reassuring users that there’s no risk involved, you’ll make them more likely to make a move.
In the realm of digital marketing, the Call to Action (CTA) remains a potent tool for driving conversions. By understanding the various types of CTAs available and when to use them, you can optimize your marketing strategy to achieve your specific goals. Whether you’re looking to boost sales, generate leads, or increase user engagement, there’s a CTA tailored to your needs.
Remember, the key to success lies not only in the CTA type but also in its placement, design, and the value it offers to your audience. As you continue to refine your approach, experiment with different CTAs to discover what resonates most with your target audience and watch your conversion rates soar.