CTA button is the main part of an ad and it’s the main thing that will make a difference between a conversion and a bounce. These words need to speak to your target audience and provide the reason why they should click your button.
While writing your button text keep it clear and as specific as possible to provide rationale for a visitor to complete your offer. Explain what will happen when they click your button.
Think about a typical visitor to your landing page. He is likely to skim your page (when’s the last time you read a page in its entirety) and he has to know the action he’s taking. He doesn’t want redundant or incomprehensible instructions, he needs an immediate response. I suppose you have a lot of “submit” buttons, but that way you actually mask what the action is. Make your CTA as clear as possible to ensure visitors are clear about their next action.
Every marketer should test various options and see what call-to-action buttons improve their click-through-rates. Test the following words, examples and their combination and watch your conversions grow. Good luck!
Start - Imply that once they click-through they are ready to get going with the product or service. For example, change usual “Sign up for your FREE trial” with “Start sending files within minutes”. This gets the user excited that they won’t have to wait to start enjoying the product or service.
Build (Grow) – If you have the tool that will help your visitors accomplish their goal, go with this verb(s). For example: “Grow your email list today” or “Build a community of followers.” “Grow your business” is too general, keep it more specific.
Join – The common CTA is “Join now” but it is too much exploited. I recommend explaining what exactly they are joining: “Join the fastest growing network of developers”.
Learn – If your target audience is curious and willing to gain as much knowledge as possible in some field, you could say, “Learn how product can help you”. Tell them what precisely they will be learning about your product. Don’t leave them thinking a lot with “Learn more.” CTA.
Discover – It’s the similar as with the verb “Learn”. It’s on you to explain how and what they’re going to find out when they click. “Discover how to use product now.”
A negative word in CTA used properly will play on a visitors’ fears and frustration with their current situation, but there is something or someone who is there to solve their problem – YOU.
Stop - You can help your visitor avoid something negative. Tell them how they can prevent something they don’t want to happen using your expertise. “Stop losing leads now”.
Troubled – This way you’re pointing that you understand problems your visitors are having and want to help them fix it. “Troubled with your payments?” It is a kind of negative word you’ve been avoiding but if you turn it into way to get positive solution, it’s ok to use it.
Worried – When the ad gives an impression that the inventor of a product/service understands that his potential users feel uneasy about a certain situation and that the product/service is the solution to their problem, it can create user’s confidence and that’s how the “negative” word gives a positive result. For example: “Worried about your conversion rate?”
Confused – When having any information that help clear up any questions your users might have in your area of expertise, you could say “Confused about Facebook contests?”
Have your CTA be all about the visitor and their needs. Make them understand that you’re going to solve their problem with your product or service.
Answer the question for your users: “What am I getting out of this?” Think what desire they could fulfill by clicking this CTA?
Want – This word conveys desire. For example: “Want to get the highest conversion rates?”
Need – When you reach audience that might need your product or service you should include that in your CTA because your page might have come to the person who urgently needs your service, right away. You could ask: “Need more out of your investments now?” Or you can just shoe self-confidence by using the word “need” like this: “The only product you will ever need.”
Free – This is everyone’s favorite word! No commitment, no risk. “Get our free ebook now!” Who doesn’t love free content?
Save – It is probably the verb you usually include in your CTA and in changing copywriting strategy, don’t change this one. Offer your visitors to get something (your product/service) by saving time, money or effort. “Save time by using helpful online tool”.
Number – Real number, yes. You should present your sale with exact percentage: “20% off all regular priced items.” Increase number of followers with: “Join 100,682 other design lovers!” The trick is to use exact numbers and not to use a number unless it’s somehow significant.
Try – This is also common word you should use only when offering something to try without commitments. Such as: “Try product today!”
The studies have found that when you give people a reason why they need to do something they’re more likely to complete an action. Use this when creating CTAs.
Why – The answer to the “Why” question gives the reason, cause and purpose. For example: “Why not get the most from your CTA?” It’s one of the questions where the answer is almost always: “Yes, why not?”
Get – Internet users are tired of universal, mainstream messages and CTA. It’s up to you to provide a visitor with information what they’ll really be getting if they click your button. Be straight, be direct. “Get the best coverage on your network”.
Find – In this case we count on visitors’ curious nature to find out new things. If you have useful advice for them, let them know. Example: “Find out how to increase conversions”.
A simple change in way of writing copies can significantly increase conversions. Therefore it’s very valuable and important to test out different words to see which ones result in the highest amount of click-throughs. Concentrate on your customers’ needs and wishes and get on writing new CTA that will bring conversions.
If you have any questions or comments, leave them below. Until next blog! ;)
