Advertising appeals. Less Accounting - “Let's do it!” To download content

Cost Per Action(from English - “price per action”) - a payment model for online advertising, in which only certain actions users on the advertiser's website.

In clear words, this is a call to action - an element that creates magic in sales. Regardless of where he is. Be it a landing page, outdoor advertising, a post on social networks, or just a manager’s speech. And such calls to action have great amount different variations. In this article, we'll look at both offline and online calls to action.

How to end a commercial proposal

An example from life... A friend, an online business owner, contacts me so that I can help him solve a problem with a lack of sales. When I suggested to him as one of the solutions to the problem, use of Email marketing and landing page, he immediately objected: “I have such crap! A beautiful infection, but it doesn’t work!”

What I subsequently saw in the browser window answered all my questions.

The subscription page was indeed very beautiful and also original. But the whole problem lay on the surface. There were no calls to action on the site. More precisely, on the landing page it was the only one at the end of the page, and then in the form of a call back.

The page didn't work! People visited the site, received aesthetic pleasure and then simply left with the words “Thank you, it was nice to meet you.” And all because they did not understand what they could get from this offer and, moreover, did not see steps for further action.

Call to action, why does it work?

A call to action affects a person’s subconscious. Kind of like motivation. People understand that they are being controlled, but they do not contradict and agree, because they feel that you are helping them. When a person understands what he needs to do to get this or that result, it becomes easier for him to act. Because he doesn't think, but simply does. In addition, these kinds of messages create the effect of urgency of action.

One rule

Call to action has different variations and depending on the area of ​​business, calls to action will be different. And, of course, you will get different results.

And remember once and for all the most important rule: the easier the action, the less it obliges the client, the higher the conversion of your page will be.

High conversion is not always good; with such a conversion, you begin to receive more “dirty” traffic, which takes time, money and clutters up the total volume of subscribers and potential clients. Maintain a balance between effortless action and targeted action.

Call to action structure

Now I will tell you how to write a call to action. To do this, we will highlight 4 ready-made formulas that are used to create all the call buttons on the site:

1. Action
Example: Request a call / Call by phone
2. Action + time limit
Example: Download now / Get next day.
3. Action + benefit
Example: Get selection 5 best tours/ Order a free specialist visit.
4. Action + benefit + deadline(it’s not always possible to use)
Example: Get access for 7 days only today / Place an order at night and receive ____ as a gift.

Types of appeals on the Internet

In practice, offline with calls everything is simpler. Everything is more complicated online. Since potential buyers at one point in time can see different advertising materials or be on several sites at the same time. And as we know, everything is relative, so calls to action on the site should be on target.

Download price list

This option will work if you have a fairly large catalog of models with at different prices. And, of course, this is the most popular button in the wholesale industry.

Find out more

If your block does not reveal all the advantages of your products, then by placing such a button, you will help tell the visitor more. This is an example of an intermediate call to action.

Subscribe to _____

You can, of course, use more original options from the “I’m in the know” series, but the meaning is the same - getting something useful.

Request a call back

Bayan, Bayan, so we won’t dwell on this.

Get a discount/gift

It is used if it is in a place where the client wants to receive something, but does not know how.

Try 7 days free

Can you give me demo access or trial period for your product, so what are you waiting for, hurry up!!! And the word “try/test” itself has a very soft character, which has a positive effect on performance.

Buy/add to cart

Do people buy your product emotionally? Or are you an online store? You simply cannot live without these options.

Receive an offer with full prices/book by e-mail

We have this button on this moment showed the best option among the A/B tests, but it is not final, obviously we will find something even better. And those who are not ready to wait, try it.

Calculate my project for free

People like to receive calculations before concluding a contract, as well as measurements. It’s also definitely worth using.

I want to work with you

You can call this button an analogue of “Buy”, only it is more relevant in the B2B segment.

Write a question

Surprisingly, not all people like to call. Some are embarrassed and therefore write, write and write, washing their hands until they bleed, just so as not to call. Therefore, this option also has a place.

Order ______.

Here on empty space It could be your product right away, or it could be part of it from the “Order a prototype” series, as we use this on our website for creating landing pages.

Book a place/Sign up for a seminar

Relevant for events, both online and offline. Moreover, as you can see, “Book a place” is an easier entry than “Sign up for a seminar.” But again, you need to think about what is more important to you - more traffic or more targeted traffic.

Important! All buttons must have different option calls to action, otherwise you will get the opposite effect, lowering the site’s results.

Probably, in this case it is better to over-salt than under-salt. Since the more buttons there are, the more likely it is that the client will notice and click on it.

"How to build a Business on Automatic Machine!?"- Subscribe to News and Promotions of the project and you will be the first to receive all the detailed information on your best E-mail!

Don't forget to place the buttons on the first screen. The one that the client sees as soon as the site loads. Moreover, here there should be the strongest, highest-converting action, the best call to action, if you like.

The next rule will be: the meaning of the block matches the text on the button.

The most important thing here is that people see and receive what you announce!

Button design

How can marketers not pervert the design, including the design of buttons. And this is correct, since, although only a small part, design still affects performance.

Button color

Many people believe that by changing the color of a button, especially to red, it will convert more. This is wrong! The most important thing when choosing a color is to pay attention to:

• general style of the site;
• contrast between button and background.

The button should stand out relative to the background, be eye-catching, and match general style, but there is no way to be red in all cases. Don't forget about the red light or the red rag for the bull. And yet, changing the color can have a positive effect on sales growth if you initially chose not the best option.

Important! Use different colors of buttons on the site to focus attention on certain calls.

Button size

It's much simpler here. The size should be large enough that it can be easily seen and easily pressed, but again not so large that it disgusts her. You can double your conversion by doubling the “BUY” button on your website. So, size matters here.

Button length

As for this parameter, of course, all this happens due to the length of the text on it, which, again, is definitely worth working on, because short and punchy texts convert better than long and blurry ones.

Secrets and tricks of Call To Action

1st person text

We are creating a website, a blog for clients, so I just want to write Yours, Yours, You, BUT it would be more correct to write on the buttons the way the client reads - Mine, Me, Mine. This approach can double your conversion rate! Using an example, to make it clearer, the option “Get your training plan” is worse than “Get my training plan”, if this approach does not mislead the person.

Button animation

Many people forget about this. Your buttons should blink, enlarge, move, either on hover or just being on the screen as shown above. There is no need to go into fanaticism, of course, and make a button in the “elusive avengers” style so that the client runs the mouse across the screen trying to catch it.

Double forms

This is what we call a form that contains both Additional information, and the form itself to fill out. It is required if the button calls for more information or to receive something. That is, when clicked, the client expects to receive something when clicking the button.

Amplifiers

There are situations when the client seems to want to click, but something stops him. To do this, many marketers, especially under the “Buy” and “Subscribe” buttons, recommend, for example, payment options or text from the “We are against spam” series.

Urgency

If a person may assume in their thoughts that your product has an expiration date/lifetime, then you can add words like “Now/Today” to the button to create the effect of urgency.

Example: “Get a 50% discount right now.”

Pointer

Additionally, attract attention not only through animation, color and size, but also with the help of an additional element in the form of an arrow, which, by the way, can be animated in an interesting way.

Let's sum it up

From the above, we can conclude that there are simply tons of options to beat your target action. Until you test several options, you will not know whether the call to action option is the best for you now or not. You understand perfectly well that there is no limit to perfection, that it can always be better, and thanks to a call to action you can increase conversion.

Checklist for what the ideal call to action button should be:

— A clear call;
— Easy entry;
— Bright and eye-catching;
- Located in the right place.

Therefore, do not put it off until later, but take it and go test these small and so important elements, especially since now you already know exactly how to write a call to action.

Don't have your own business?

Where to start selling online and what do you need for this? How to sell clothes, perfumes, dietary supplements on the Internet..? How to start selling online without having a product?

Of course, we need tools - marketing tools. And I suggest you use AIOP products and tools to develop your business on the Internet, and have a lot of advantages over your competitors; you won’t find a better combination of quality and price on the Internet. Plus gifts courses and programs

I am sure that as a business owner you constantly strive for prospects and try to speak the same language with your clients. But is there anything in your messages that can hook a client, make him take a step in your direction, or is it just empty short-term chatter with visitors?

When analyzing small businesses found that 70% of B2B sites do not contain a Call to Action. Mistakes made by newcomers to doing business on the Internet affect how customers behave on the site, and ultimately affect competitiveness and profitability.

To strengthen your position in any business niche, and also learn how to easily build relationships with clients and force them to act in a certain way You should refine your website pages by using the right Calls to Action (they allow customers to avoid simple reading and subsequent “flying over” your page).

If you want your post to be quoted or your e-book, provide the necessary contacts to contact you or your employees (phone number, email address) and, most importantly, let people know what they need to do on the page!

In any case, to achieve your goal, you need to turn into a guru in writing Calls to Action.
Here are ways in which you can do this in just five minutes or so!

4 Things You Need to Know to Write a CTA That Gets Results

The copy you create for your call to action is an extremely important element that influences your readers' actions as much as anything else. key factors type of color, size and shape of your call to action button.

Given this state of affairs, you will obviously be interested in the opportunity to polish the text and come up with such appealing slogans to seduce the minds of your customers and attract them to your business, and not make them leave in search of competitors.

I have something for you good news! Eat a large number of ready-made templates, which have proven themselves positively in different cases. But before we pay close attention to the key formulas that have already served excellently and are liked by professionals, let’s turn to the main aspects that affect the quality and effectiveness of the call to action.

1. Target

First and foremost, what kind of customer response do you expect to receive from your Call to Action? Craft your message based on what you want to see as a result. For example, “download now” is right choice to attract an audience, and “send me information” is to build business relationships.

1. Personalization

Did you know that even minor changes in copy can have a major impact on conversion rates? That is why you should choose your words extremely carefully and use proven and effective writing formulas.

By the way, there is interesting fact which will force you to spend a little more time working on your A call to action. Sometimes you can increase your earnings simply by changing one of the Call-To-Action words. IN as a teaching exampleUnbones shows how a B2B website owner increased conversions by 38.26% after replacing one verb with another.

So what else can this example show us besides how one single word can dramatically affect your prospects?

Research shows that little tricks, used in the right way, significantly increase results over time, increasing the value of your writing. In this particular situation, the term “order” refers to the direction of action that the consumer must take to achieve a result, and does not focus on what benefits await him in the future. On the other hand, the term “get” is more focused on the benefits, rewards, satisfaction, profit that the potential consumer will receive after responding to the PKD.

In general, the combination of cost and relevance is a winning formula that will allow you to raise your PPC by new level and increase its efficiency.

So what now?

Start by revising your old Calls to Action texts posted on your landing pages. Replace the standard slogans “Buy Now”, “Download Now”, emphasizing the actions you expect from your readers, with personalized texts that demonstrate the benefits readers receive from working with you.

For example, instead of writing "Buy Now", do active button with the slogan “Add to cart today and get 50% discount.” The latter version of the message is more personalized and specific than the first. Always remember that your readers do not like general phrases; they want to be communicated with as if they have known each other for decades. Therefore, it is impossible to replace the template “Send”, “Call us” and “Download” with more personalized designs that motivate the reader to take any action with favorable conditions for him.

Start building sentences with verbs and nouns, this allows people to understand the meaning of your PKD at first glance. Following the recommendations of the article, published in Hubspot, use numbers (numbering) to keep your messages simple and clear. Avoid water to avoid boring readers.

1. Size

Make sure that all your messages remain short and clear, without unnecessary fluff. Research has shown that some of best Summons to Action contain less than 150 characters. Think of it this way: a “Buy It Now” PKD is trying to convince you that brevity is not best card for your lead generation game. But at the same time, you must compose the texts of the Call to Action in such a way that they are short and appetizing and do not leave the reader indifferent! In addition, you should pay attention to your PKD button. Its size that is too small will not interest the user, but it will seem too large potential clients your desperate move in the fight for attention.

For example, here's why we like Sprouter's PKD button:

• It is noticeable, but does not overlap the main message broadcast by the company
• Everything is there necessary information and there is no heavy graphics mix that hurts the eyes.

Test, test, and test your PKD again!

It is very important to test yourCall— To— Actionand track their impact on conversion. You can organize A/B testing with using Google Analytics or other tools.

1. Tone and Dynamics

Use motivational words that imply leadership and professional qualities. Try to avoid terms and specific jargon, because... this may confuse or discourage readers. Try to highlight the advantages and benefits of your proposal using a minimum number of words.

The text should be created in such a way that the reader can easily understand and retell it. Try to avoid technical jargon and terms, add more casual and easy-to-understand words, and use a conversational tone. Make your content accessible and human!

Five proven Call to Action text formulas that are easy to repeat (I promise it won't take more than 5 minutes).

Now let's take a closer look at the crazy effective templates, which can be customized and used to convince your readers to act in a certain way (download an e-book, subscribe to your newsletter, buy your product, etc.).

1. Get your free case study/eBook/white paper.

The simplest and effective way convince people to get to know you and your product - offer them something for free. Choose a verb that emphasizes the reward and makes your PCP as effective as possible, for example, the verb “get.”

1. Tired of [Mediocre Job, Ineffective Diet, or Other Frustration Factors]?

Another trick is to address the problems, limitations, and stresses that are preventing the reader from achieving success. Eg, “Sick of diets that don’t work? Download my e-book for free and find out how to get perfect body for the beach season in just 3 months". Explore pain points your readers and present your product as a solution to their problems/struggles/concerns.

1. Want/Need […] Get an Insanely Effective/Free/Sensational [product].

Follow a similar principle and ask questions that cover the audience's needs, cravings, and requests.

“Need the coolest, one-of-a-kind t-shirt? You will find it in our store!”. Use verbs that readers associate with their goals, desires and plans. This is a proven psychological move that is great at attracting readers.

1. See why [influencer] Recommends/Uses Our Product.

By relying on the influence of a famous person who recommends your product in a few words, you can gain the trust of your audience.

Research conducted by Nielsen and magazine citedForbes, show that consumers are 5 times more dependent on text than they were five years ago. At the same time, we must recognize that the information sea is large enough that every brand must enhance its competitive advantage by creating and maintaining close relationships with industry leaders.

Reading the PKD like “ Look how much Jamie Oliver is in love with our pots and pans." works well for two reasons: it piques people's curiosity (therefore enticing readers to subscribe to you or download what you offer for free), and it gives you an opportunity to build your authority and power. By the time you finish reading the Call to Action, you will be able to voice your interest and promising thoughts out loud. “Wow, Jamie recommends these kitchen tools. They must be awesome! I have to find out more about them!

1. PKD based on customer recommendations

Last but not least, don't forget that satisfied customers are the most compelling brand ambassadors you can meet and collaborate with. Trust us when we tell you that you are doing the right thing by using short Calls to Action that build on the positive shopping experience of one of your previous customers.

"This is the most best system support that I have ever used to grow my business.”

See for yourself. Our bonus is a 14 day free trial.

Attract, Capture, Educate and Transform your audience with irresistible Calls to Action!

Developing effective Calls to Action texts should not be a problem. Using the templates suggested above, you can personalize your messages, add unique features to them and make them the benefits of your brand and products.

To conclude the above, you should write a compelling, smart copy based on the most relevant keywords with contrasting PCD buttons. You need to carefully analyze everything and prioritize, placing your Call to Action at the most appetizing place on your site.

If you can't find the right words, tools or tactics to expand your reach, tap the talent and experience of professional copywriters to help you create amazing, premium Content.

We present to your attention an adapted translation of the article, the original of which can be read at the link

We want to provide our blog readers with an encyclopedic-sized article on different types of CTA elements and call-to-action examples. This post will continue a series of publications on how to make advertising even more effective.

1. Forms expressing a call to action in contrasting colors

Let's start with examples of using color contrast to create effective recruitment to action. Let us remind you that contrast is one of the most powerful graphic methods impact on the user. Most quick way attract a visitor - visually highlight the CTA element on the page using a color that contrasts with the background (this rule applies to both buttons and active hyperlinks).

So, the simplest, widely used method is to use a color for the surface of the CTA button (or active text link) that sharply contrasts with the rest of the page color:

The second method - let's call it the “double contrast method” - is to place a contrasting CTA element text on a bright “background” that contrasts with the main background:

The best place to place a CTA element is left side landing page/site, since in European languages ​​reading is traditionally carried out in a left-to-right direction:

Here's another one good way attract the visitor's attention: place a small text message, “deciphering” the headline and smoothly leading the user’s eye to the call to action element. In this case, the CTA button logically completes the context of the page (“ context element call to action"):

In order to ensure that the user’s attention is drawn to the CTA element, it is usually “painted” in warm colors - red, orange, yellow. It is desirable that such a “warm color spot” be the only one on the page, that is, the background and pictures with a call to action should be in shades of cool colors - blue, green, gray:

And here is a call to action to subscribe to the public. A light and warm orange CTA button will not get lost on a dark gray background:

Contrasting can be not only graphic image: V in this example to highlight the CTA element ( active link), it was enough to change the link font color to bright orange:

On a page with a simple white background, you can place several call-to-action elements, and the color and visual volume of the CTA will correspond to its importance: the orange element is the most important, the gray element is slightly less important, and the third represents the active text link, typed in blue font:

In the example below, we can see for ourselves that a warm-colored (yellow-orange) call-to-action element loudly announces its presence against the “cold” main background of the landing page:

And here the “thermal contrast” is so strong that the orange CTA button literally catches your eye even against the background of an active, expressive background image, however, in a cold color scheme:

"Download from our website"

So far, we have looked at examples related to the use of CTA elements on landing pages/company websites. But this does not mean that call-to-action elements have no place on any other type of web resource: for example, the interfaces of pages on the social network LinkedIn have contrasting contextual CTA buttons:

It looks like CTA elements are bright red, traditionally loved by designers for their impact on target audience, are gradually going out of fashion. Before us new design main page of the leading service social games Zynga, and all the call-to-action elements on it are a sophisticated, calm light blue color:

Here's what the old design looked like:

2. Calls to action that encourage the user to make a decision

Sometimes all you need is an extra push to make a final decision. You can increase your chances of sending your visitor along the route you've laid out for them - just provide them with an incentive. Incentives can be very diverse: bonus offers, discounts, exclusive access to a service, free consultations, etc. Let your imagination run wild and come up with compelling advertising appeals that will encourage users to do next step in the direction you need, that is, they will make a conversion.

For example, offering valuable information free of charge, you reduce the visitor’s level of psychological “barrier to entry.” This is what the owners of the Codeacademy web resource do, attracting the attention of visitors with an offer free access to their educational courses:

Discounts are another proven way to encourage visitors to take action. This technique is often used on landing pages, which you can find in the Gallery LPgenerator templates. All of these templates are completely free and can be flexibly customized to suit your needs:

And here is a call for subscription to the group, promising a discount:

You can persuade the visitor to take the necessary step completely in a simple way- just clearly explain to him that this action (registration, for example) will be an easy, simple process that will take literally a few seconds:

“Save time and money searching for an apartment”

Using social influence is another great, highly effective method of nurturing your visitor: you showcase your product while allowing the potential buyer to see the number of likes the product has received and read reviews left by other users. social networks, and also see someone’s status calling to action to buy some product:

Another example of a call to action enhanced by social influence is the follower counter located next to the CTA element. A doubtful visitor may make a decision based on the fact that “100,000 people cannot make a mistake,” or simply because of the desire to join a large and friendly family of interesting creative personalities.

3. Calls to action demonstrating the product/service

A potential buyer's awareness of the benefits and advantages of your product/service can play a major role in making a decision to conclude a transaction.

On this landing page created a strong visual connection between the bright orange call-to-action element and the product screenshot. Visualizing this connection convinces the user of the need to take action:

On the Flipboard app page, next to an animated illustration of how the program works, there are 2 call-to-action elements - “get in App Store" and "get it on Google play".

Thus, the potential user is exposed to double exposure - he receives knowledge about the proposed product and is exposed to social influence(he will either join the user community Apple products, or join the many ranks of fans of Google Android OS):

Companies developing applications for mobile devices, often resort to the method of demonstrating the value of the offer on CTA buttons. In this example, the call to action element highlights the main benefit for the consumer - the program is offered for free:

Goal Stacker uses a screenshot of its interface new program to encourage the visitor to take one of two recommended actions: registration free subscription or watch demo video:

Instagram uses images in the call to action and clearly shows what the proposed mobile application looks like on Apple phone displays and in the Google Android environment:

The creators of the Orchestra application offer users to choose one of two application options - for web pages or for iPhone. The size and placement of the second call to action (sign up on the web) clearly shows the user that this is an additional (not the main) CTA element:

The CTAs on the Spotify mobile app download page offer users a choice of two main platforms on which the app will work:

Wufoo's web form builder page highlights 3 call-to-action elements and a screenshot of the program's interface, accompanied by a clear statement about the application's simplicity and functional flexibility. The entire content of the page helps users better understand what exactly they will get by accepting the developers' offer:

4. Calls to action using well-written texts

If the copy on your landing page doesn't attract visitors, then that content isn't just useless - it's by and large, harmful. Bad content reduces conversions, hurts sales, and ultimately hinders direct sales. You should always remember one of the fundamental axioms of web marketing: “Those who need information look for text, not pictures!”

Make sure that all your offers are formulated clearly and unambiguously and are aimed at converting the visitor. While you're focusing your efforts on creating a call-to-action text, don't forget that graphics can help explain the meaning of your offer to the user by complementing it with visuals.

Akismet is an anti-spam service, and visitors who visit the page will definitely receive a message about its purpose: explanatory text is located on the main CTA element. A clear and concise call will not only motivate visitors to action, but will also give them confidence that they have finally found a way to get rid of spam:

“Get started and say goodbye to spam”

A compelling-sounding request for potential readers to click to “look inside the book”, backed by a bright orange arrow, grabs the attention of a visitor to the Amazon page:

The call to action text on the page below is aimed at those visitors who never read bullet points. The meaning of a specific offer is indicated right on the CTA element - it’s time to start taking concrete actions!

"Watch how Bob optimizes his business"

Value proposition - 15-day option free use development tools - highlighted through the use of italics:

"15-day test period" above the button in the lower right corner of the page

The text placed outside the call to action button serves as an additional motivating factor: if you can “create an event” absolutely free (as the CTA element says), then why refuse such a generous offer?

In parentheses next to the button: "It's free"

Well-designed call-to-action text saves the visitor from having to read the rest of the page content - the CTA element will explain to the user exactly what he can get by clicking the button:

The creators of the GoToWebinar service page used text hyperlinks to explain to the user what exactly he would get by using call-to-action elements: download a free trial of a product, make a purchase, or simply chat with a seller:

Another example of a good “descriptive” call to action is the inscription on the CTA element that summarizes the semantic content of all individual points of the offer (bullets):

“Subscribe and publish for free”

The text below the main call to action reveals additional details of the offer to the page visitor. The message's simple, easy-to-understand language gives the user a sense of confidence in the right choice:

"Buy a book"

Here's another call to action that gives visitors enough information to make a decision without having to ask for more information:

To enhance the impact on the visitor, the text on the CTA element duplicates the page title.

"Subscribe to free webinars"

The next call to action provides additional incentive to users by reminding them of the triple discount.

"Unlimited access for $149 $50"

The text of the call to action element is reinforced by an image placed in close proximity, illustrating the meaning of the commercial offer.

“Download e-book for free”

The text placed near the CTA button concentrates the user on the benefits received from subscribing.

5. Calls to action that use spatial effects

Remember the saying: “less is more”? It is 100% correct if we're talking about about the call to action element and the free space around it.

An ideal example of smart use of free space - CTA elements simply cannot be ignored:

The Firefox team has done great job, eliminating all “noise interference” that could interfere with conversion - the image is removed from the CTA button, the text does not “creep” onto the button:

And on this page, the main call to action is placed away from potential distractions, such as images at the top of the page or an additional CTA element:

There is plenty of white space around the call to action, allowing the visitor to focus on the most important information contained on the page:

Page Dropbox service embodies the concept of simplicity and clarity - any user will immediately understand what actions he is asked to perform:

“Watch video”, “Download Dropbox”

Another example of using free space is that all information is collected in small visual groups, distant from the main CTA element (which, in our opinion, should be additionally highlighted with a “warm” color):

All call-to-action elements on the next page are surrounded by white space, allowing the visitor to easily select the action they need:

Even though the CTA element is located in the most visually rich area of ​​the image, the white space allows for a natural transition to the next step:

All visual clutter is eliminated by the minimalistic design of the page, where nothing interferes with the perception of the call to action:

"Download the application"

Here's another good example of using page space:

Want your call to action to be noticed? Separate it from text content and images:

The Skype page is a role model: a simple design, the call to action element is highlighted in color and emphasized with white space.

Another very good example of highlighting a CTA element by correct use free space and color contrast:

"Get Started with Stripe"

In this case, the effect " empty space" is used to draw attention to an additional text call to action located to the right of the main red CTA button:

"Subscribe Now" or "Learn More"

Naturally, you can apply the spatial effect on an advertising banner:

"Download Yapta app"

In the example below, the CTA button is surrounded by a translucent border, enhancing the effect of the call to action by distancing it from the rest of the page content:

"Begin"

6. Calls to action that create a sense of movement

Some of the most successful calls to action are created using arrows. Arrows - important graphic element page, creating a sense of movement and directing visitors to the most important elements of the page.

Typically, arrows on CTA elements point to the right, which corresponds to the direction in which the page is read in European languages:

When 4 arrows point at the same call to action element at the same time, it's hard not to pay attention to it!

The following example uses an embedded video, pointed to by an arrow, as a sort of additional call-to-action element:

An arrow placed on a call to action element points to text content that explains to the user the meaning of the service being offered:

To indicate the movement of the eye, it is not necessary to use luxurious “tailed” arrows - the > sign is quite enough, as in the example below:

"For free! Get started >»

The arrow indicates to the user that in front of him is the main and only call to action (albeit not very similar to the usual CTA element):

7. Subscription as a call to action

In order to start a massive email marketing campaign, you need to acquire a client base. The easiest way to collect such a database is to place a subscription form on a promoted landing page. You may also need a call to action to renew your subscription.

Here's a simple one clear example— the user is invited to take part in the conference, and he will receive registration details in an email:

Nice to have in client base names of potential clients:

“Listen to how your name is played by the carillon.”

Another example of a call to action element with a data collection form and a registration button:

Above the CTA button is a very serious component of any marketing campaign, expressed in a humorous form - the security policy: “On our mommy’s cookbook, we swear that we will not flood you with spam.” This text makes the call to action especially compelling:

To attract interest to the call to action element, a colorful image is used as the background:

Above the address field there is text that directly and openly talks about the advantages of the offer:

Try to remove anything from your page that might distract the user from the call to action element. Here's an example to follow - a simple white page that creates a feeling of spaciousness:

Give your users the opportunity to interact with you through social media accounts:

Personalize call-to-action elements. And don't be afraid to use a little humor:

8. Calls to action offering primary and secondary options

It may happen that you need to offer the visitor several options for action. For example, watch consultations regarding a new product, or download a free trial version. Determine which action has more high priority, and highlight the relevant CTA element by increasing its size or “coloring” it with a more contrasting color.

Classic example: main element The call to action is highlighted by color (bright yellow) and shape (button). Additional element presented as an active link:

Another common way of dividing elements by importance: the main element of the call to action corresponds to a warm color (orange), and the additional one - to a cold color (gray):

The further to the left the CTA element is located, the more important it is:

The size of the CTA buttons is the same, which indicates approximate equivalence desired action. However, given the warm red color of one of them, as well as its leftmost position, we can determine which action is preferable:

"View Plans & Pricing" and "Product Tour"

Two call-to-action buttons can increase conversions - it's possible that after watching the video tour offered by an additional CTA element, the user will use the main call-to-action element, thereby completing the conversion:

If you offer a complex product, then using an additional CTA element that allows the user to watch training videos will be an excellent solution:

"Free trial version" and "Product Tour"

Below is a rather strange solution: judging by the location, the top CTA button is the main element of the call to action. However, it has the color of the background of the page, without standing out too much, but the auxiliary call uses Blue colour. We think the page needs urgent split testing:

“Subscribe Now” and “View Tour”

Two call-to-action elements - both in cool tones:.

“Write to us” and “View our work”

Perfectly made page - warm Orange color The main call to action element matches the color of the logo and main menu, standing out in contrast against the dark blue main background:

"Join Now" and "Try Free"

A similar solution, only using red. The subtle background also indicates the primacy of this call to action:

Again, the design of CTA elements uses cool colors that do not contrast with the main background of the page. A random visitor is guaranteed to be perplexed: what action should he take on this page?

"Try Free" and "Buy Now"

9. Calls to action that segment visitors

When creating a call to action, a marketer must focus on his target audience, which often involves expensive, time-consuming marketing research.

However, there is a much simpler way to isolate from total number visitors your target audience: let your visitors identify and segment themselves. Call to action elements will help them with this.

Here is one of the simple ones available ways segmentation of visitors into groups. Recall that the segmentation strategy works effectively when used:

“Find chefs near me” or “Post a chef job”
"Create a virtual store"

By adding additional points (bullets) to the description of each element for the action, you can increase the accuracy of visitor segmentation:

“I need tools that are easy to use.

I want to do most of the work myself."

“I need a team to handle marketing for me.
I need to increase my website traffic.
I need quality leads and increased income."

Background images serve to segment visitors by gender:

Visitor segmentation occurs in the right column of three call-to-action elements, each with a short explanatory text:

"For companies"
"For Investors"
"For shareholders"

An example of two great call-to-action segmentations, each with its own headline, background image, and additional description points:

What do you need to know about a call to action in a sales text? Firstly, that it must be. Secondly, that he must have a real masculine character. We don't need feeble, unconvincing appeals.

I’ll tell you how to write a disarming call to action, be it the end of a commercial offer, landing page or any other selling text.

1. Make the call transparent and understandable

Clear it of husks and vague formulations. What do you want from a person? What should he do to order the goods? Call? Just write: “Order product XXX by calling so-and-so.”

2. Don’t overdo it with action.

3. Hint that placing an order will not take much time and effort

What example would you like to give? Oh bingo! Button with the text “Apply for a loan” in 2 minutes».

4. Talk through the offer

Classic "Download" Empatri is free and without registration" Or like this: “Do you want real French stretch ceiling with 35% discount? Call: XXX-XX-XX.”

5. Add a discount or bonus

If the text is one or two screens long, then why not communicate this directly in the call? If the text is long, then either duplicate the calls or announce the discount on the first screen. Example: “Subscribe to the newsletter and receive the book “How to Attract Hordes of Customers” as a gift.”

6. Don't be nice and accommodating

There is absolutely no need for a plaintive tone and ingratiation; you and the client are on equal terms. By confidently pressing Backspace, delete any “if you are interested in our offer” and “please”, leaving a pure imperative. Example: “If you are interested in our offer, please make a trial order by calling XXX-XX-XX.”

7. Enter a time or quantity limit

8. Customize the client

The phrases “today”, “now” and “right now” (although use it) will help you.

9. Pressure the client with a blow to the problem

Example: “Every day you put off a problem brings you closer to the point of no return. And then nothing will help - only an uncomfortable wig or an expensive transplant. Order Dixilimon anti-baldness lotion today to start treatment tomorrow. Phone: XXX-XX-XX (open from 11 to 21 o’clock).”

10. Remind about prospects and benefits

Example: “Do you want to get 100 new clients from the Internet tomorrow? Order the “Service” by calling XXX-XX-XX.”

We are glad to welcome you to the site website! One of the most important principles Internet marketing, which in particular guarantees for, and in general helps the client take the next step - this is a call to action. Correctly using a call to action in advertising of any type or in one of them makes it more effective, this is especially true for advertising on the Internet.

The most important:

1) The call to action should be minimally complex and non-committal. For example, “Visit the website!”, and then “Free consultation” or “Download the project catalog for free.” It is not true if you immediately want to sell a product or service, because in most cases, a person is not ready to immediately give money and therefore will simply go to your site.

2) Words calling for action should be logical, because if you are targeting students and working youth, then there is no point in offering to download the price list from wholesale prices, it would be much better to offer a free consultation or samples.

3) At the same time, what you offer should be valuable to the user. He must understand that if he spends 15 seconds and leaves you his contact information, he will receive something valuable to him: a checklist, access to private video or free consultation with a competent specialist.

Making a call to action

Now let's try, following the above rules, to create a call to action, depending on the niche.

1. Subscribe if you always want to stay up to date with ________ news!
2. Subscribe now to receive the most complete checklist for ________!
3. Do you want to always be one step ahead of your competitors? Subscribe to the blog ______!
4. Subscribe to the newsletter to become a _____ guru!
5. Did you like the article? Subscribe and get more useful materials directly to the mail.

Offer useful information and added value. Can be used on .

Free cost estimate, consultation

1. Get a free cost estimate within an hour.
2. Free for the first 14 days.
3. Order a free measurement visit.
4. Calculate the cost using our calculator.
4. Leave a request for a free test drive.

The more value you can offer, the more applications you will receive. For example, it can be used for .

Purchasing goods, ordering services

1. Buy ____ today and get ___ as a gift.
2. Price only until November 30th _____ rubles! Then it will double in size!
3. Make a powerful breakthrough in the development of your business!
4. Promotion until December 5th - hurry to purchase!
5. New Year (summer) offer.

Give the opportunity to buy at a discount, but at the same time limit the validity period. The second option is to give gifts; customers like them even more than discounts! Be sure to use this when.

We invite you to the event

1. Attention! Limited number of seats! Book now!
2. Will you attend a master class on improving personal effectiveness?
3. The most anticipated and important event in the industry is _____. Stay on topic!
4. Do you want to learn _____ on your own? Sign up for a master class.
5. Just practice! 10 effective techniques for improving _____! Sign up!

Let the visitor know what he will get by coming to your event and motivate him to take the target action.

Total

Pay close attention to phrases calling to action in advertising. Remember, as long as there is no good call to action, there will be no sales. Study your customers and give them what they want.