Landing page call to action. Call to action in Landing Page. Where to place calls to action

In a broad sense, call to action (CTA) refers to all elements that encourage a visitor to purchase a product or service, although most often we are talking about order buttons. Texts, images, banners and other elements of the site can “call”: it all depends on the imagination of the marketer and the subject of the resource.

The main purpose of a CTA is to help the visitor make a decision to purchase, download, register or subscribe.

Where does the call to action begin?

Remember the emotions when you met an intrusive “salesman”? You are unlikely to return to him, even if you really need his product. High-quality service cannot be imagined without a combination of the seller’s level of expertise with the correct and timely offer to the client.

Creating calls to action on a website begins with identifying pages on which:

1. The visitor will begin to get acquainted with your resource.
2. A key action must be taken.

Quite often, owners of online stores build the entire structure of the sales funnel as if the client came to the main page. In fact, many visitors may start exploring a resource directly from a category page or even from a blog article. This should be taken into account when thinking about entry points to the site and taking into account valuable user actions.

Where to place calls to action?

1. Basket. The final stage of the sales funnel. There should be nothing superfluous here except information about the selected product, terms of delivery and payment. Do not distract the user from placing an order with additional offers - an indecisive buyer may leave for advice and not complete the purchase.

It's bad when the button is too far away:

Here's a great example:

2. Product card. A potential buyer is interested in detailed information about the product being offered: availability in stock, characteristics, photos, price, delivery conditions, reviews and possible discounts. Here you can make an additional offer or, if the product is on sale, set an expiration time counter. It is worth remembering that the main task is to convince the client. Don't go too far and don't overload the page with unnecessary information.

Example of a product card with a good call to action:

Notice how brightly the orange button stands out against the white background.

3. Category page. At this stage, the user is not yet sure which product or service he needs, he wants to compare prices, main characteristics, and also see the entire range. He is also interested in discounts or promotions in this segment.

An example of a category page with all the necessary information to make a purchasing decision:

Attention is focused on the “Buy” button and the cart icon.

4. Home page. If a user visits an online store for the first time, he will most likely be interested in the level of service of the trading platform. The likelihood of a purchase is not yet very high, so it is important to remember and try to take personal data (subscription form for a newsletter or page on social networks). If the user already knows about you and comes back again, you can interest him with banners (Hero Image format) with promotions and discounts.

A good example of a vibrant store website with a Hero Image banner that draws attention to a specific product:

5. Blog article. Blog readers are looking for information, not a product or service. Articles should motivate a potential buyer to at least subscribe to your newsletter. An exception may be a detailed, selling article describing the characteristics of a particular product or a post-comparison of a product with analogues.

An example of a pop-up window on a blog page with an offer to subscribe to the newsletter:

An article about the brand and online store offers corresponding to the topic of the text:

6. Posting on a social network. For many trading platforms, promotion on social networks is the main one. There cannot be many posts with calls to action in the SMM strategy of your public pages, but they should appear from time to time.

Just compare the post without the call:

7. Landing. The main idea is the same - to show the advantages of a product or service, as well as answer visitors’ questions. In this case, you need to remember:

• sequence of presentation of the material;
• correct placement of buttons - there should be enough of them (but not too many);
• in terms of the validity of the offer or the availability of goods in stock.

A call to action on a landing page can be repeated several times.

A good example of a one-page site with correctly placed calls to action is the Fiftythree digital pencil site:

How to write text for a CTA?

The call to action should be short, clear and relevant.

What will set you apart from your competitors?

1. Empathy. It is advisable to formulate the appeal as if the information was perceived as a buyer. For example, “put in my cart”, “I want”. You will become much closer to your visitors. The “order” or “buy” options are too isolated and cold.
2. Trigger words. Use trigger words to which website visitors react positively (“free”, “gift”, “find out”).
3. Motivation. Formulate calls so that the visitor understands how the action will develop further. Instead of “send” or “leave,” it is better to say “get a consultation” or “find out the cost.”

Here is an extremely bad call to action on the home page. It is unlikely that the website of this travel company has a high number of subscribers:

Why should a user leave their contact information?

It’s another matter when a subscriber is promised a discount or a gift:

This form also solves the age-old pain point email marketers have about segmenting subscribers by gender.

What's the best way to design a call to action?

1.Location. When choosing where to place your CTA, remember the main principle of reading information from the monitor: from the upper left corner to the lower right.

2. Color. It is important that the call to action is visible and fits into the overall design. Some companies choose their brand color as the main CTA color. At the same time, remember that there should not be more than four colors on the page - spare the eyes of your customers.

Here's what a cutthroat design looks like:

Size 3. A button that is too small will not be noticeable, but a button that is too large will definitely be annoying. Choose harmonious proportions.

4. CTA Form should be familiar to the user and (thanks, Cap) resemble a button.

Don't make the button round, even if it's stylish:

5. Timer. Place a timer near the button with a countdown to the promotion time or the amount of remaining goods.

6. Priority. Remember the priority of the buttons: do not place identical buttons next to each other. This is confusing and lowers your click-through rate.

Example of a page without a call:

It seems clear what the cart button means, but it does not motivate you to purchase the selected product.

Here's an example of a proper call to action from Chrome:

Please note the additional comment under the button - concern is always appreciated by users.

Another good example of a CTA is text (“See what happens next”) and a bright red button (“Join free for a month”):

Bonus: Some more tips:

1. Remove registration. Let us place an order on the website without additional registration. If the client is satisfied, he will register with you on his own to stay updated on news and interesting offers.

2. Add arrows. Arrows and guides affect click-through rates:

3. Offer a free service or gift. Interest a new user with free delivery, a gift, and special terms of use.

4. Add hints. These can be small pop-up comments or tooltips that appear when you hover over a button.

5. Button that changes color, helps to attract attention.

6. Page for those who are about to leave. Set up a drop-down window for users who have moved their cursor away and are about to leave the page:

One page should contain one call to action. Don't overload.

How to analyze the effectiveness of CTA?

Install counters that will help you analyze the effectiveness of your CTA. I recommend using the following tools:

What you need to know about testing calls to action?

There are different ways to test CTAs. The simplest is to try changing the call to action (directly in the button or in the text) and compare the number of clicks over a certain period of time (for example, within two weeks). But this method is not the most effective. Therefore, it is better to conduct a full A/B test: separately for buttons and separately for text.

Testing will help you understand what your target audience prefers and what calls they respond to better.

conclusions

We figured out what a call to action is, where it should be and what it should look like. We also looked at what tools should be used to carry out the analysis and what you need to remember about testing. Finally, we list the main recommendations:

• The main purpose of a call to action is help the visitor make a decision;
• Before creating calls to action, divide all pages into two types: those from which acquaintance with the resource begins and those on which the key action should be performed. Calls may be different, but the vector of visitor movement on the site should be directed towards the purchase goods or order of services;
• on each page there should only be one call to action;
• there must be a call short, clear and relevant;
• call button should attract attention;
• Necessarily install services to collect clicks;
• occasionally conduct A/B tests on various pages.

The result will be a high click-through rate and increased sales.

If you prioritize developing a solid landing page strategy in PPC marketing, you can make millions.

Each marketing channel has its own traffic with its own specific goals, expectations, and challenges, so it's important to understand which page elements to pay close attention to when targeting specific traffic.

Ready? Let's start with such an important element of successful landing pages as a call to action.

Make them act

Essentially, a call to action is what you ask your visitors to do. This could be anything from filling out a form to making a phone call or even purchasing your product outright.

I have seen many landing pages with no call to action at all or with 5 calls to action at once (often contradictory to each other). Both of these options are no good.

For example, if you click on a Spotify PPC ad, you will be taken to the following page:


There are too many options offered here.

At first, we can conclude that the purpose of this page is to encourage people to take advantage of the free offer of access to a Spotify premium account for one month. However, the page offers more than just a premium account.

It also turns out to be Spotify's home page, since the header has options for Download, Sign Up, and Log In (not to mention all the clickable elements at the bottom of the page).

All these options make it difficult for the user to make a choice. And if he scrolls down the page, he is unlikely to understand what exactly is being offered to him.

The call to action must be precise

Your home page should appeal to everyone. After all, you don’t know who will enter it and for what purpose.

However, PPC landing pages must be aimed at a specific audience.

Since you're paying money to reach the right audience, you need to have a deep understanding of who that audience is, why they opened your page, and what they're looking for on your landing page.

Knowing this, you can craft a call to action that tells your audience, “Hey, you're in the right place, and the next thing you need to do is...”.

Typically, having one call to action or tagline (which can be shared across multiple channels: form, phone number, chat) is the best way to optimize conversion rates.

For example, look at how Neil Patel maximized the effectiveness of his landing page:


The call to action is simple and remains the same throughout the entire length of the page. For those who want to grow their own business, it becomes obvious that they have finally found someone who can help them, and the page encourages them to take the first step that will bring them closer to their goal.

Plus, the call to action is clear. Most online users want information that is easy to process, so the easier it is for them to find and understand your call to action, the more likely they are to become your customers.

For example, “Get it for free!”, “Contact us now!” or “Get Started Today” are great examples of calls to action.

Adding a special benefit to your call to action helps increase your conversion rate. So instead of “Contact us today,” you might want to try something like “Contact us today and get 10% off.”

With such specific offers, users feel like they will get something in return for their information and are willing to take action right away.

Finally, the call to action should be highlighted in a contrasting color and placed in a prominent place, which will make it easier to find and speed up conversion. Pretty simple, right?

conclusions

A call to action is one of the main differences between landing pages and home pages. Your home page likely doesn't have one single call to action (that's okay!) because it's often used as a resource.

However, if you're trying to optimize your landing page for more conversions, you'll need a clear call to action that meets the needs of your traffic and moves users through the conversion funnel.

If you are tired of “submit a request” or “get a consultation” on every landing page, this article is for you.
Inside, we show 15 examples of CTA (call-to-action) in different niches, 5 common mistakes and analyze how to create an effective call to action using six formulas.

The power of call-to-action

The headline promises benefits, the call-to-action says what needs to be done to get it. It would seem that everything is simple: ask the user for a phone number with an email, and it is yours. But that’s not the case) Even a strong offer can “fly by” with a sluggish CTA. This is human psychology: if we can refuse an offer, we refuse. Submit your application? Some other time, only if it’s not “on fire” right now.

Yes, there is a certain proportion of “scanners” who add a dozen pages to their bookmarks “for later.” At the same time, most refusals (from targeted traffic) are associated with insufficient motivation to send personal data. Because everyone has the same thing.

If you are interested, open the Yandex selection of plastic windows or suspended ceilings. These are highly competitive niches where the cost per click reaches 83 USD. (in Moscow). We bet that after half an hour after viewing 3-4 companies, you will forget how they differ.

An effective call-to-action is like a flash of “Oh, cool, I’m not looking anymore, I’m contacting here.” You will soon see how to do it, but first we will look at unsuccessful examples.

5 CTA Mistakes

These “jambs” destroy conversion, and they occur so often that we spent less than 5 minutes searching for examples.

1) Two target actions nearby.

Fill out an application or request a call? Call or leave a request? A visitor can think like a Buridan donkey between two armfuls of hay and end up doing neither. If you have a call back button, space it out with the application form on at least half the screen. Otherwise, the choice between two unprincipled actions creates friction, a brake on the user's decision.

2) Overload of offers.

Both a mosquito net and a bottle of champagne are cool, but when it’s just one thing. Otherwise, it feels like a cheap manipulation. Plus the effect of information noise: call-to-action is lost in the grip of two bonuses. Here is another error:

3) Free along with paid.

Please note: the application is for a free measurement, and champagne is received upon conclusion of the contract, that is, payment. If you decide to please your leads with “goodies”, place them simply for the application. A landing page generates contacts, not sales. Secondly, the “receive as a gift” method itself has practically exhausted itself: you will collect many times more target users.

4) Selling “head-on”.

And here there is just an error in the purpose of the page. It's a bad idea to sell PVC and aluminum structures on the first screen - it's not pizza in 30 minutes. And even a pretty girl can’t save:

The approach works in emotional sales with a short decision-making cycle (food delivery, beauty salons and tattoo parlors, fitness, etc.) For complex products - the simplest possible action, no hint of sales.

5) Irrelevant information.

Just carelessness or carelessness that costs conversions:

According to our statistics, eliminating these errors already leads to an increase in application conversion by 15-18%.

Model “Call = result”

Users scan ads and leave contacts not for the sake of an intimate conversation with the company manager, right? The end result is always in a person’s head: not a drill, but holes in the wall, not a telephone consultation, but a beach in Bali with mulatto girls. At the same time, the client always has a lot of questions, doubts, and objections. He's not ready to buy right now. That's why free consultations are needed. However, in some niches, calling as an end benefit works great.

Microfinance Center:

And the most illustrative example of this model is an agency for the return of bank commissions:

The agency’s target client “sleeps and sees” how to punish careless bankers and return their hard-earned money. Therefore, the signature on the button hits the target + wording in the first person, as if the user is addressing the company, and not vice versa.

Model "I want to know"

Works in complex B2B niches where it is necessary to calculate prices according to individual specifications:

In complex transactions in the B2C market (real estate):

Or in quick transactions, when the client does not buy, but sells the product (an example of auto buying):

Model "Get selection"

Works great in tourism:

And also in the sale of goods of various modifications:

and various parameters (printing photo wallpaper):

Model "Free test drive"

In IT and SaaS solutions:

Or for easily removable equipment:

Free Value Model

These could be online services where the first step is necessary to “verify” the performer:

or free first lesson offline:

Also suitable for vocal classes, dancing, martial arts, yoga, that is, where constant attendance is expected.

Model “Meeting (excursion)”

To discuss a complex project, you cannot do without meeting with a specialist. At the same time, the meeting itself is valuable:

Or an excursion to a kindergarten:

The model works where it is impossible to make a decision on the website or after talking with a company representative on the phone. Agree, to enroll your child in kindergarten, you need to see everything with your own eyes.

Of course, there are many more call-to-action formulations, but almost all of them fit into these models.

And finally, 3 important points:

1) In call-to-action we show value, real benefit in the client’s world;

2) The action should be as easy as possible and not cause resistance;

3) Look at what your competitors are doing and do it differently. Together with the first two things, this will give that flash of “Oh, cool, I’m not looking anymore, I’m turning here.”

P.S. Share your experience and ask questions in the comments about creating an effective call-to-action in your niche.

Call to action(Call to Action) is a call in the form of an image, button, line of text that encourages customers and visitors (if it is a web resource) to take action: buy a product, register, download an e-book, take part, etc. The main task of a CTA is to deliver to the visitor to the final goal - to order, and along the shortest path.

This element is very important, because there are cases when a web project literally has everything: excellent optimized content that clearly describes the product being sold, attractive videos and photos showing it in action, reasonable prices and positive customer feedback.

But sales are stagnant, and all because of the lack of a clear call to action. Visitors carefully study the content of the page and become confused because they don’t see any hints on what to do next? Register, fill out a form, call? And then they simply leave the site. To prevent this and keep visitors on the site, you need to use a call to action, phrases that we will consider below.

What calls to action are effective?

Effective CTAs must have some features:

1. Catchy design. Otherwise, the CTA will go unnoticed and no one will respond to it. It should be moderately large, with bright colors that would stand out against the general background of the page. It's important not to overdo it here.
2. Contain action verbs to attract attention.
3. Reflect the visible benefits of the proposal. A person must know exactly what a click on the CTA will entail (downloading a book, template, training course, etc.).

It is important to understand that different approaches are taken for different clients. Therefore, it is worth carefully considering at what stage to conduct a Call to Action, since this is not necessarily an offer to purchase a product. This may include subscribing to a newsletter, filling out a survey, leaving a review, etc.

If you begin to understand the interests of your target audience, success is guaranteed! The main thing here is to study the needs of the audience, the characteristics of their behavior at all stages and carry out segmentation. The analysis results will help you make your call to action as effective as possible.

It is very smart to use a call to action in an advertisement or on a sales page (Landing Page) - this makes it more effective. This is especially important for advertising on the Internet.

Call to action examples

There are many CTAs that have stood the test of time. These are preparations for all occasions.

For example, to update your blog or registration It is better to use the following templates:

• Subscribe if you want to keep abreast of events in the field...
• Do you want to be ahead of your competitors? Register!
• Become successful by joining us!
• Subscribe to blog updates so you don't miss useful knowledge!
• Register and be the first to see the new collection!
• Become a pro immediately!
• Subscribe if you like ___.
• Want some inspiration? Join us!
• Register and receive valuable information for free!

Calls to action in sales, examples:

• Start using
• I want it!
• Buy on promotion
• Order...
• Get to work
• Go!
• Buy now, save later.
• Start ___ immediately.
• ___ in one click.
• Hurry up, promotion expires.
• Click and live in a new way.
• Forget ____, buy ____.
• If ___ is valuable to you, we are waiting for you!
• Contact us, our specialists will promptly respond to all requests.
• Order now. 7 days free.

For commenting:

• Be the first to add comments, don't be shy!
• What else would you add to the above?
• Do you agree?
• Interested to know your opinion!
• What do you say about this?
• If you have any additions to the post, don't hesitate!
• Whoever leaves a comment will get a discount on ___!

To share content:

• Did you like the post? Give it a like!
• Did you like the material? Don't forget to like!
• Did you like the article? Click the heart!
• Liked? Share with your friends!
• Don't be lazy, share!
• Did you like the post? Share!
• Was the material useful? Like it"!
• Did you like the information? Click on the heart!
• Add color to the world - share with friends!

To request information:

• Who has questions? Post it!
• Find out what an expert thinks about it!
• The manager will answer all questions right now!
• Our online operator will help you with your choice. Start a conversation.
• If you need help? Ask a question!
• For information, use the form below.
• Is it difficult to make a choice? Ask an expert!
• Leave a request with questions and we will call you back.
• You know everything, yes, you can’t argue with that, but still, if you have questions, ask, don’t be shy.

To calculate the cost, download a trial version or order a consultation:

• Calculate the cost.
• Get a quote.
• Order a free call.
• Get a free analysis.
• Open a free account.
• Use our online calculator.
• Free consultation is with us.
• Free testing.
• Try the trial version risk-free and free!
• To evaluate the capabilities of ___, get trial access for free.

To view the entire post:

• I wonder what will happen next? Click here!
• Read completely.
• To continue, click here!
• Continued here!
• I want to know more.
• Read the whole article.
• Continue.

To download content:

• Exclusive article. Download.
• Download for free.
• Download without restrictions.
• Download without registration.
• Receive the catalog by email.
• Download free e-book.

For an invitation to an event

• Don't miss the most exciting event.
• We are waiting for you!
• See you!
• We invite you …
• Book your place now.
• Seminar for everyone.
• We are waiting for you at the free seminar.
• Click here and take part.
• You want to know ___? Come! The entrance is free.

Obviously, it should be short enough, since it will be difficult to fit a lot of text onto a small button.

Limiting the time for the sale or promotion of a particular product/service is incredibly effective. Practice shows that having a time limit increases conversion significantly.

Bottom line

If your inventive appeals are created based on the analyzes and segmentations of the target audience, then with their help you can achieve great success in promotion and increase the conversion of the project.

Experiment and everything will work out.

Found a grammatical error in the text? Please report this to the administrator: select the text and press the hotkey combination Ctrl+Enter

The landing page or landing page of your website should immediately give the visitor a clear idea: what your company does, or what your product is, or what service you offer.

In addition, the landing page performs several more functions:

• it convinces the visitor that you can be trusted;
• it tells you the most important things about you or your business;
• it shows the visitor what he should do next.

Descriptor

Some call it a slogan, but this is not entirely true. This is precisely the most concentrated description of your USP (unique selling proposition) plus an indication of your competitive advantages.

The descriptor is usually made in the form of a main heading in a large font and a “reinforcing” subheading in a smaller font.

Call to action (CTA - Call to action)

A call to action is an indication that What a visitor must do if he does not close the tab with your site in the first 15 seconds.

The text of the call to action is very important, since the conversion of your landing page depends on it, i.e. how many people will click on the desired link or press the desired button.

Try offering your client a so-called “free step” - something that will not require any costs from him. Then you can use the word “free” in your call to action, even if you end up offering a paid service.

On most landing pages, you will find a field to enter your email address before the call to action button. This gives the visitor the impression that he already involved in the process of working with your company or service.

To be trusted, use “social proof”

No matter how much you praise your product or service, the client will still believe not you, but those who have already worked with you. So make sure you have good social proof that you can be trusted.

Be sure to include some testimonials on your landing page. Of course, they must be real, with photographs of real people, and not of fashion models.

The landing page may also contain the names and logos of your clients or partners.

Provide examples of work or tasks that you and your company have successfully completed.

As Mikhail Dashkiev (one of the founders of Business Youth) correctly noted, a landing page is the face of your business. Looking at this “face,” the client immediately understands everything and either leaves or continues communication.