Different Types of Calls to Action and How to Use Them Effectively

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Author:

Michael Wicker

published

August 5, 2024

Different Types of Calls to Action and How to Use Them Effectively
Most marketers spend seconds creating different types of CTAs (calls to action).

You just need to write something short, concise and straight to the point, right?

Well, it's not that simple.

According to a VWO Case Study, Open Mile apparel company database increased lead generation rates by 232% by redesigning their call to action and surrounding visuals.

Yes, even minor details can make a big difference in the effectiveness of a modest call to action.

So, what types of calls to action will be most effective for your different marketing strategies ?

And how can you use them to nurture leads and improve conversion rates ?

Below, we've put together a handy guide that will answer these questions (and more).

First things first: What is a call to action ( CTA ) ?
If you're a little confused about the meaning and purpose of a call to action, don't worry: you're definitely not alone.

Simply put, a call to action is a written command that encourages people to take a positive action (such as signing up for a newsletter or purchasing a product). It is a critical component of your overall brand strategy.

CTAs can take a variety of forms, including website buttons, text hyperlinks, or plain text.

They are often short and to the point, encouraging people to “Buy Now” or “Learn More,” although they can be much longer. A CTA button typically looks like this:

Buy

CTAs also appear on a variety of channels including social media platforms , company web pages , paid advertising, blog posts, and more. In fact, every web page should have at least one call to action that guides users through your site .

Tailoring your calls to action to specific channels, audiences, or goals is key to achieving the highest engagement.

For example, asking potential customers to sign up for a subscription may require a little more persuasion than asking them to read an article. This is where a compelling call to action becomes critical to your marketing strategy.

Why are calls to action important?
Before we look at the different types of calls to action, let's discuss five key reasons why calls to action are important for marketers and businesses.

1. CTAs encourage action
CTAs help direct visitors on what to do next. Without them, people may visit your site, read your content, and leave without taking any action. That's a missed opportunity to generate potential leads .

For example, a "Buy Now" CTA button on your product pages can increase sales if you have an e-commerce store. However, HubSpot found that personalized calls to action perform 202% better than generic ones.

Hubspot Statistics

Image courtesy of HubSpot

2. CTAs improve user experience
Good CTAs improve your website's user experience. They show visitors where to click to get what they want, creating a user-driven customer journey .

Different types of CTAs are essential on mobile devices where screen space is limited. Think about how frustrating it is when you can’t figure out how to sign up for a service you want. Clear and visible CTAs can solve that problem.

3. CTAs help you measure success
Different types of CTAs allow you to track and optimize your marketing strategy . You can see which buttons people click and which ones they ignore. For example, if you are running an email campaign, you can experiment with different text fonts or CTA button colors to see what appeals to your target audience more.

This information can help you improve your marketing efforts, measure your success, and increase conversion rates.

Antibody test

Image from iStock

4. CTAs create a sense of urgency (FOMO)
The right call to action can make people feel like they need to act right now. Powerful words like "Limited Time Offer" or "Only 5 spots left" can push people to make a decision faster.

This is especially useful for flash promotions or ticket sales. If you’re running a sale, a call to action like “Shop now—sale ends tonight!” can boost your sales by creating an air of urgency and exclusivity around the product.

5. CTAs guide the customer's journey
Different types of calls to action can help you move customers through your sales funnel . You can use a "Learn More" CTA at the top of the funnel, a sign-up CTA like "Sign Up for a Free Trial" in the middle, and "Buy Now" at the bottom.

This HelloBar sign-up call to action is a nice visual explanation.

Login Now

This step-by-step approach works well for complex products or services and helps in lead development.

You may also like:

Ways to Use Calls to Action (CTAs) in Your Marketing Strategy
Different Types of Calls to Action and How to Use Them Effectively
The 9 Types of CTAs (And How to Use Them)
Here are some call to action ideas you can use in your marketing campaigns:

1. Call to action for lead generation
Lead generation is important for building a loyal customer base and growing your business.

Luckily, a well -designed CTA can help encourage users to provide their contact information without the hassle. These lead magnets are an important part of the lead nurturing process.

Lead generation CTA buttons are best placed in the most visible parts of your website that attract new visitors. For example, you can place them as a sidebar, floating banner, pop-up , or at the end of a blog post.

Let's say you want people to sign up for your new beauty newsletter and generate leads. The CTA could say, " Subscribe today for beauty news you won't find anywhere else," or simply, "Subscribe today !"

For maximum success, you need to make your call to action compelling. For example, TapClicks uses social proof to make its lead generation call to action more compelling.

Tapclicks cta

Image via TapClicks

With a service like HelloBar you can use a colorful button or insert a stunning pop-up. These CTA banners can be especially effective on your home page.

2. Social media buttons
Creating viral content is a great way to increase website traffic, leads, and conversions.

CTA for social sharing tip visitors will be able to show your content to their friends and followers, increasing your chances of going viral.

Social media buttons are widely used in most brand blogs and websites. . P place hyperlinks to logos of sites like Twitter and Facebook at the end, top or bottom of the page like this.

Social sharing

Image via TapClicks

could add a line that says "Like our content? Why not spread the love?" This call to social sharing can greatly increase the reach of your content.

3. Buy calls to action
If you run an eCommerce site, encouraging people to purchase your products and services through calls to action can significantly increase your revenue. These sales-oriented calls to action are critical to your bottom line.

Examples of effective calls to action for purchase include:

Add to Cart Buttons for Individual Product Pages or Even Paid Ads
Long sales pages that contain one call to action for a subscription service, such as: “Sign up now and get your first month free!”
A page containing different subscription plans and a call to action for each one (this is especially common among software-as-a-service companies)
If you offer a subscription service, you can make your calls to action larger or brighter to push people toward more expensive plans.

Adding star ratings right above the “Buy Now” button for physical products can add credibility to your brand and drive sales. You can write “Add to Cart,” like this Glossier call to action.