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Jul

22

2016

How to Add Slide-In Calls-to-Action to Your Blog Posts [Tutorial]

Slide-in_CTAs.jpg

Many blogs — including this one — end each post with a call-to-action that leads to a landing page.

But the question is … are readers noticing your blog’s CTAs?

The problem with static CTAs at the bottom of each blog post is that after a while, visitors learn to tune them out. This isn’t only a problem with your repeat visitors, either — since so many blogs implement this tactic, even your new visitors might be ignoring your “additional content” or “recommended next steps.” Download 50 customizable call-to-action templates here.

To combat this, some blogs have started to implement something called a slide-in CTA. Ideally, this CTA will enter the screen below your sidebar content so it doesn’t cover it. If you don’t have a sidebar, it’ll simply slip right in on the right side once it’s triggered.

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Pretty cool, right? If you’re interested in testing out this type of CTA on your blog, we’ll walk you through the instructions below. But first, let’s explore some numbers …

Do These Slide-In CTAs Actually Work?

When we first implemented slide-in CTAs on our blog, we decided to run some tests to find out if they we’re actually working.

Over the course of a month, we ran a test where we added these slide-in CTAs to ten of HubSpot’s highest-trafficked blog posts. We compared the slide-in CTA vs. the static CTA at the bottom of each post and looked at three data points:

  • Clickthrough rate (CTR) – What percentage of blog post visitors clicked each CTA?
  • Conversion rate (CVR) – What percentage of the people who clicked ultimately converted on the landing page form?
  • Submissions – How many leads did each CTA ultimately generate?

In this test, the slide-in CTA had a 192% higher CTR and generated 27% more submissions. The number of submissions actually wasn’t higher, because the CVR on the slide-in CTAs was lower than the static CTAs. But the volume of clicks was so great that it was worth compromising on CVR.

Keep in mind that the success rate of any CTA will have a lot to do with your specific audience, so we encourage you to run some tests of your own to determine if slide-in CTAs are the right fit for your blog.

How to Install Slide-In CTAs on Your Blog Using Leadin

To install these slide-in CTAs on your blog, you’ll need:

  1. Access to either your WordPress account, or the ability to add a line of JavaScript to your company’s website.
  2. A free Leadin account (sign up here).

If you don’t have access to #1, email this article to your webmaster so he or she can setup Leadin. You can do the rest.

If this seems overwhelming, keep in mind that you’ll only need to do step one once. Once the JavaScript or WordPress plugin are added to your site, you can simply create new slide-in CTAs right from Leadin.

1) Install Leadin on your website via the WordPress plugin or standalone web app.

First, go to Leadin and create your account.

If you have WordPress, you’ll be prompted to install the plugin by following these instructions.

If you aren’t using WordPress, you’ll be asked to install a piece of JavaScript before the </body> tag in the HTML of your website. Here’s a guide on how to do that for most content management systems, including Joomla, Drupal, Wix, Weebly, and more.

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If you use HubSpot to host your website, you can add Leadin as an add-on in Products & Add-ons by following these instructions. (Note: If you have an existing Leadin account, you’ll have to add the add-on, then delete your old account.)

ProductsandAdd-Ons-1.png

2) Create a Lead Flow and choose “slide-in box” as the type.

Once you have Leadin all set up, you’ll want to start by creating a Lead Flow — an all-in-one conversion pop-up that allows you to target your audience with specific content.

To access the Lead Flows editor, click “Lead Flows” in the top navigation, then “Create Lead Flow.”

Once you’re there, you’ll have several customization optionsFirst, you’ll need to choose your Lead Flow type. To achieve the slide-in CTA effect, you’ll want to select “slide-in box.” (Note: You can choose between a slide-in that appears on the right or left — it’s up to you.)

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After that, it’s time to craft your actual “callout” or CTA. Your CTA provides an opportunity to grab your visitor’s attention with a brief description of what you’re offering via a title, description, image, and theme color.

callout.png

In the callout step of the editor you can:

  1. Upload an image (also included in the form step).
  2. Set your callout text (the main header).
  3. Adjust the button text (also included in the form step).
  4. Set the theme color which will be included throughout the Lead Flow.

You will see a live update of the changes you make on the right-hand side of the editor. Here’s a closer look at what it might look like:

Zero_Budget_Guide_Slidein_CTA.png

Still with us? Good. It’s time to build your form.

Within the form step, you can add additional fields to the form, change the language of the fields, and add a body to elaborate on the value you are providing with your Lead Flow.

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Language allows you to change the language of the non-editable parts of the CTA, including the form field labels. Currently, it is possible to translate these parts of the form to French, Spanish, Japanese, German, and Brazilian Portuguese. (Looking for a language that’s not listed? Let us know.)

Lastly, create a thank-you message that your visitor will see after submitting your form.

thankyou.png

In this step, you can also add a link to additional resources/downloads and include some lightly formatted text, like this:

Thank_You_Message_Slide-In_CTA.png

3) Adjust your options.

Within the “Flow Options” section, you can adjust the location of your flow, the triggers that will cause it to appear for your user, and more.

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First, you can adjust the internal name for your Lead Flow or unpublish it if needed. When naming your CTA, keep in mind that this is the name that will appear in your contact timeline and in internal email notifications.

Next up, configure which pages you’d like your flow to appear on. You’ll notice that the ‘exact match URL’ option in Leadin supports a wildcard option. For reference, a wildcard is a character like an asterisk that serves as a placeholder for a character or group of characters — for example: “http://www.website.com/blog/*”.

So if you’d like your CTA to appear on all pages on your blog, make sure you add that “*” at the end.

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Following location, you can choose the action that will trigger the Lead Flow. Your trigger options will vary depending on the Lead Flow type you’re using, but the following options are available for slide-ins: 

  • Page scroll. This will trigger the moment your visitor scrolls 50% down your page.
  • Elapsed time. This will trigger the moment X seconds have past (minimum of seven seconds).

options-trigger.png

Don’t want this Lead Flow to appear on mobile? You can disable it using the next option. (Note: Lead Flows are fully mobile optimized, so in most circumstances it’s recommended to include your Lead Flows on mobile.)

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Lastly, you can enable/disable internal email notifications for new submissions on this Lead Flow. With notifications enabled, you’ll receive an email whenever a contact is captured.

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You can also connect Leadin to an email provider (more on that here). If you have Leadin connected to a provider you can select which lists new contacts that submit this Lead Flow will be pushed into.

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(HubSpot users: The Lead Flow is treated like a form. When someone fills it out, they enter the database as a form submission. From there, you can set up workflows or automated emails within HubSpot based on those form submissions.)

4) Preview & publish your CTA.

The Lead Flows editor provides an interactive preview where you can test each stage of your Lead Flow and see it in action. This preview offers the ability to view on desktop, tablet, and mobile.

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When you’re ready to publish your Lead Flow, simply select the blue “Publish” button in the top right.

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Need to unpublish it for some reason? Head into the “Options” tab and you’ll find an “Unpublish” option at the top. You can also unpublish right from the Lead Flows Dashboard.

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Once you get your Lead Flow up and running, you can track views and conversions right from your Leadin dashboard. Here’s a little preview of what that’ll look like:

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Whew, we’re finally done. You did it! Excellent work. Now let us know how it goes.

Have you experimented with slide-in CTAs? Share your tips and tricks in the comments below.

Editor’s Note: This post was originally published in April 2014 and has been updated for freshness, accuracy, and comprehensiveness.

free call-to-action templates in ppt


Mar

22

2016

50 Free Call-to-Action Templates to Design Clickable CTAs in PowerPoint [Free Download]

Call-to-action-templates

Want to earn money for your business? Want to generate leads for your sales team? Want to accelerate sales for your online store? Want to do anything for your business that actually matters?

Well then you need calls-to-action. Without them, we wouldn’t be converting our website visitors or social media fans into actual leads for our sales team. Without them, we wouldn’t be calling on our audience to take any action in their lifecycle that actually benefits them or the growth of your business.

Download your 50 free call-to-action templates in PowerPoint here.

But just because they’re important doesn’t mean we all have a professional designer at our disposal — whether due to budget limitations, resource restrictions, or just lack of design skills. That’s why we created 50 free call-to-action (CTA) templates in PowerPoint for you to customize and use. The template will teach you how to customize your new CTAs effectively, so don’t let fear of DIY design stop you. 

This post will give you a sneak peek into a large set of designs available in the template. Download it now and follow along.

1) Basic Calls-to-Action

Sometimes you just need a quick and clean button that helps drive conversions. Building a landing page that needs a customized submit button? Working on a website page that needs to drive visitors to a coupon? Drafting a blog post that needs a “read more” button after the summary? We’ve got you covered. The first set of 22 CTA designs in our set of templates are basic buttons. Here’s a sampling of six:

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2) Social Media Share and Sentiment Calls-to-Action

Data from Dan Zarrella shows that specific diction in your social calls-to-action help drive engagement, but another great way to drive social engagement is through social CTAs on other assets of your website, landing pages, blog posts, and so on. This set of ten templates provides you with two types of designs: social share buttons and social sentiment buttons. Let’s take a look at a sample of both.

Social Share CTAs

As you can see in the sample of share buttons below, these buttons are helping drive social actions from your content. Making these buttons clickable is as simple as generating the right code to hyperlink it to. This blog post walks you through how to do so step-by-step.

social-CTA-templates.png

Social Sentiment CTAs

Social sentiment CTAs are those that include public testimonials — often from social media users. As you can see in the example below, we built a CTA in PowerPoint and attached a screenshot of a publicly posted Facebook comment. Be sure to test the use of such social sentiment on your content and explore how their inclusion benefits your conversion rates.

social-sentiment-cta-template.png

3) Contextualized Calls-to-Actions

You’ve seen some basic CTA options thus far. The next set of nine options call on you to include more context. These designs are created with the intention of further explaining the value of taking action. Just be sure to keep the overall layout of the button simple so that users can easily see the action you’re calling on them to take. Here are two sample designs available in the template:

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4) Photo and Mobile Device Calls-to-Action

Photos can serve as a great asset when creating your calls-to-action. Not to mention it’s super easy because all you have to do is overlay some text! Photos make it easy to humanize and customize your messages for your brand and audience. Similarly, mobile and desktop devices can help make your action “pop.” Rather than including a screenshot of your product, try putting that screenshot on a kindle to show it in action! If you have trouble locating copyright-free photos to use, you can download our set of 160 free photos. No attribution required, just download and use! Here are three sample CTA designs from the bunch.

photo-device-cta-templates.png

5) Qualifying Calls-to-Actions

When you’re trying to nurture a lead further down the funnel, you want to ensure you’re presenting CTAs to qualify them for your sales team. For these CTAs, it’s important that they are welcoming and not pushy. Having a great design can help can help you naturally move your leads further down your marketing funnel. Here are two examples from the templates you could customize to help convert a lead to marketing qualified lead:

qualifying-cta-template.png

Not sure how to exactly save and use these templates? Don’t worry, your download of these 50 templates will include step-by-step instructions on how to save and use these templates on your website. 

What templates are you most excited to try? Share you thoughts in the comments section below.

Editor’s Note: This post was originally published in September 2013 and has been updated and for freshness, accuracy, and comprehensiveness.

download free CTA templates in PPT

 
download 50 free CTA templates

Mar

16

2016

How the HubSpot Marketing Blog Actually Generates Leads (Hint: It’s Not How You Think)

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Business blogging “best practices” instruct bloggers to include a relevant call-to-action at the bottom of every blog post. This is nothing groundbreaking — it’s how you convert visitors to your blog into valuable inbound leads for your business.

But are those end-of-post calls-to-action (CTAs) really the best option? After all, any conversion rate optimization expert worth their salt knows to take industry “best practices” with, well, a grain of salt.

Over the years, I’ve spent a lot of time analyzing HubSpot’s Marketing Blog. While I’ve been able to identify which individual blog posts generate the most leads, I’d never dug any deeper to understand which specific calls-to-action within those blog posts people were actually converting on.

Until now.

When we introduced a new type of CTA to our blog posts as part of the historical optimization project last year, we ultimately doubled the conversion rates of the posts we added it to. So it got me wondering: Are end-of-post CTAs really the best way to generate leads from our blog? How do different types of CTAs within a post compare?

To get a better understanding of where our blog leads are coming from on the post level, I analyzed a cohort of 11 posts on the blog that generate an above average number of leads every month

To do so, I created unique tracking URLs (using HubSpot) for the CTAs used within each blog post. Essentially, any individual link within a blog post that led to a landing page got its own tracking URL. So for a post with 10 different CTAs, I created 10 unique tracking URLs. Then I replaced the links within those posts using my unique tracking URLs, and waited four weeks to collect data. 

Here’s what I found …

End-of-post banner CTAs contributed an average of just 6% of posts’ total leads.

Crazy, huh? Actually, when you think about it, it’s really not that surprising that these CTAs get very little play. We’ll talk about the reasons why in just a minute.

Here’s how an end-of-post banner CTA might look on our blog. It’s essentially a full-width banner CTA at the very bottom of the post, and it typically includes some copy, an image, and a “download” button.

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So, if our leads aren’t coming from the CTAs at the bottom of our blog posts, where are they coming from … and why?

Anchor text CTAs are responsible for the majority of our blog leads.

I know what you’re thinking: “What the heck is an ‘anchor text CTA’?”

An anchor text CTA is the term I’ve given to a specific kind of text-based call-to-action. It’s a standalone line of text linked to a landing page, and it’s styled as an H3 or an H4 to make it stand out from the rest of the post’s body copy. On HubSpot’s Marketing Blog, we mainly use these between the post’s first few introductory paragraphs, but we may also add them throughout the post in cases like this.

Here’s an example of an anchor text CTA within one of our blog posts:

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In every single post we tracked, the anchor text CTA was responsible for the largest percentage of that post’s leads (by far).

In fact, between 47% and 93% of a post’s leads came from the anchor text CTA alone.

And the data gets even more compelling when you factor in the anchor text CTA’s cousin — the internal link CTA. 

An ‘internal link CTA’ is my term for what is essentially an anchor text CTA, but rather than being styled as an H3 or an H3 in a separate line of text, it’s positioned within a paragraph block, making it blend in more with the content around it. It could be something as discrete as hyperlinking a keyword to a landing page like you see in image A below, or something more direct like you see in image B (which we found to be the most successful type of internal link CTA).

Image A:

discrete-internal-link-cta-1.png

Image B:

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Now here’s what’s interesting about this …

Between 83% and 93% of each post’s leads came from anchor text CTAs and internal link CTAs.

Why Anchor Text CTAs Outperform End-of-Post CTAs

Here are some theories we have about why anchor text CTAs are our silver bullet for blog lead gen … 

1) People tend to develop “banner blindness,” and these text-based CTAs don’t look like ads.

The fact that these anchor text CTAs blend in more with the rest of the post may be one of the reasons they perform well. Like I mentioned earlier, because people are so accustomed to seeing and ignoring ads, they’re more likely to ignore CTAs that resemble them. I’d say this is especially true for marketers — and marketers are the target audience for this blog. 

And aside from the fact that anchor text CTAs are slightly larger than the rest of the blog’s body copy, there are really no bells and whistles or gimmicks associated with this type of CTA. Because they’re so straightforward, people may also perceive them as being more genuine than the typical image-based, banner CTA. 

2) Readers rarely make it to the end of a blog post, so showing relevant CTAs sooner is more effective.

There are quite a few studies out there that show that most people don’t read articles in their entirety. In fact, scroll map tracking we’ve done on this very blog supports this data, too. We recently tracked a bunch of blog posts in Crazy Egg, and the scroll maps all show that our readers rarely see the CTA at the bottom of posts because few of them even make it to the bottom.

And those who do make it to the end seem to bounce as soon as they read the last line of text, completely avoiding the image-based CTA at the bottom — which supports our first theory about banner blindness. 

3) Relevant anchor text CTAs give visitors exactly what they were searching for right off the bat.

Many of our top lead generating posts have highly relevant anchor text CTAs that include the exact keywords visitors were searching for when they found the post. This is one of the main goals of our historical optimization project: Knowing that the majority of the blog’s new traffic and leads comes from organic search, we’ve optimized our highest traffic posts using the keywords they rank for.

To explain using an example, let’s say you search for “press release template” in Google, and you click on the first organic result, which is currently our blog post about how to write a press release. As a searcher, the next thing you’d probably do is quickly scan the post to see if it satisfies your search. Now, if one of the first things that catches your eye is an anchor text CTA that reads, “Download our free press release template here” — which happens to be exactly what you were looking for when you searched “press release template” — then there’s a pretty good chance you’re going to click on it.

In other words, the anchor text CTA works really well in this case because it satisfies the visitor’s need right away — within the first few paragraphs of the blog post. What’s important to emphasize here is relevancy. The more relevant the anchor text CTA is to what the visitor is looking for, the better it performs. 

This means that simply adding an anchor text CTA near the top of every blog post won’t necessarily mean it will generate a ton more leads; the relevancy of the CTA to the content of the blog post is a critical factor in its success.

In analyzing the varying lead gen effectiveness of different posts that include anchor text CTAs, it’s easy to identify why some perform better than others, and it all boils down to how relevant the anchor text CTA (and thus the offer it promotes) is to the content of the blog post.

What About Slide-In CTAs?

A slide-in CTA is a CTA that slides into the page as the reader scrolls down. Ours typically include copy, an image, and a “download” button, like you see here … 

slide-in-cta-example.png

Based on my analysis, slide-in CTAs do seem to perform better than end-of-post CTAs. This makes sense since visitors see them sooner (they slide in at about 25%-50% of the way down the post), and they’re more interactive (they slide out at the visitor and catch their eye). That said, they still don’t come close to matching the effectiveness of text-based CTAs. 

Putting Anchor Text CTAs to the Test 

Once we knew how valuable anchor text CTAs were for generating leads from our blog, we doubled down and added them to about 80 other old, high-traffic blog posts that didn’t already have them.

The increase in conversion rates we witnessed is only proof that these CTA are the silver bullet for our blog …

The view-to-lead conversion rate of posts that didn’t previously have an anchor text CTA increased by an average of 121% when anchor text CTAs were added.

Jackpot. 

But With Great Power Comes Great Responsibility … 

While we now know how valuable anchor text CTAs are, our team is still very selective about which posts we add them to. We mainly target old posts that rank in search because it allows us to identify which keywords searchers are using to find those posts and match that intent with a highly relevant offer/anchor text CTA. 

We also know that the majority (68%) of traffic we get to our blog comes from organic search, and the majority of that organic search traffic (74%) is made up of brand new site visitors who can’t possibly be leads in our database. This means our older posts, which pull in all that organic search traffic, have the highest potential to generate new leads. 

On the flip side, we know that the majority (60%-70%) of initial traffic we generate to a brand new post we publish comes from our email subscribers. We also know that 80% of the email traffic to the blog is made up of returning visitors, and 79% of our email subscribers are already leads in our database. In other words, our brand new content doesn’t have as much potential to generate leads because of the type of traffic it attracts.

As a result, we purposely limit our use of anchor text CTAs on brand new posts, because most of the traffic we get to those posts are A) already leads, and B) some of the biggest fans of our content, whom we want to have the best possible user experience.

One Final Note About “Best Practices”

Remember, while we’ve found that end-of-post banner CTAs don’t perform very well for our particular blog, that doesn’t mean they won’t for yours. Each blog is unique, attracting different types of audiences and publishing different types of content — among a slew of other variables. 

In a perfect world, every blog manager would run this CTA study and conduct a lot of testing themselves to determine the best conversion strategy for their individual blog. But it’s also important to understand that not every blog has access to the resources necessary — like a dedicated optimization team and a high volume of traffic — to do a lot of in-depth testing.  

So while conversion rate optimization experts warn against relying on “best practices,” taking direction from them isn’t a bad approach when you’re just getting started with a new tactic or you don’t have a lot of resources, time, or traffic to test things out for yourself.  

At the very least, maybe we’ve opened your eyes to a promising type of call-to-action (which just so happens to be very easy to create) you can try on your own blog 🙂 

free guide to historical blog optimization

Sep

28

2015

16 Call-to-Action Formulas That Make People Want to Click

Good things happen when you create killer calls-to-action. I would even argue that your website can’t be successful unless you produce great calls-to-action.

The ideal CTA, however, isn’t always easy to think of. Sometimes, you need a little nudge in the right direction.

If you’re sick of “click now” CTAs that aren’t working, improve your game with these surefire call-to-action formulas.

1) Try it free for [TIME].

The word “try” is a soft term. It implies little risk. For this reason, it can be extremely effective, especially for downloadable products or apps.

Many SaaS products use this CTA. Here’s an example from Freshbooks:

Microsoft has the same CTA on one of their ads:

2) Get started now.

This phrase is a simple and short CTA. If you have limited space in your CTA button but want something that makes an impact, this is a great choice.

A user can get started on a signup process, a download, or something similar. Be sure to set the context in the remainder of your CTA so a user knows what they’re starting.

Here’s CreditKarma’s CTA as an example:

3) Order your [PRODUCT] today.

The word “today” is similar to the word “now.” Remember, instant gratification is a universal appeal for just about any CTA. If you are promising something today, it’s much more likely to produce action.

4) Learn more.

This classic CTA is short and direct. It appeals to one of the most fundamental of users’ needs: the desire for information.

A “learn more” CTA works best if you have an information product, or a multi-step funnel that informs users before asking for the sale.

5) Sign up for a free [TRIAL, MEMBERSHIP, ETC.].

This isn’t quite as strong as the immediate benefits promised by the other CTAs, but it is a great technique nonetheless.

The power of the CTA is in that single word free.

Here’s Insightly’s use of this method:

6) Start your free trial now.

This variation on the CTA above adds the word now to put sizzle in the action.

It’s a great option for SaaS organizations that provide free trials.

I prefer the “start…now” approach, because it appeals to the desire for instant gratification. Although a concept like “sign up for a free trial” works, it’s not nearly as direct. The phrase “sign up” sounds like there might be a period of delay. 

7) Send me the [PRODUCT/SERVICE] right now.

Notice the word “me.” First-person CTAs use words like “me,” “my,” and “I.” They are powerful, because the user feels a sense of connection to the concept.

This CTA is heavily first-person oriented, and comes with a dose of the instant. “Right now” reinforces this concept.

8) Get [BENEFIT of SERVICE] today only.

This CTA is really strong because of the “today only” phrase. When you use that phrase, it causes the user to feel that the product might be scarce.

Don’t gloss over the benefit of service. When you explain the direct and positive result that your product can have, people are more likely to respond favorably.

9) Get your free [SOMETHING].

The “free” adjective is on full display in this short-and-sweet CTA. Obviously, you’ll need to offer something free, but it shouldn’t be hard to come up with an ebook, webinar, trial, or some other benefit that encourages users to convert.

HubSpot offers complimentary assessments to marketing professionals. Here’s the CTA:

10) Subscribe now.

It’s common, but still effective.

Some of the best CTAs are just like that — short, sweet, and to the point. You don’t need to say a lot in order to get the user to do a lot.

Ideally, most of your persuasion has happened on in your accompanying copy, rather than in your CTA button. With the stage set, you’re free to set the user loose with a two-word CTA.

11) See how it works.

A discovery-oriented approach can be very effective. The term helps promote curiosity and reduces much of the risk associated with CTAs like “buy” or “subscribe.”

“See how it works” is like taking a car for a test drive. It’s easy, fun, and risk-free.

This CTA works best for SaaS. Check out the example below to see what I mean:

12) Talk to us.

This is slightly more compelling than “contact us.” You can see an example of this on Contently’s homepage:

13) Experience the [BENEFIT OF PRODUCT OR SERVICE]

“Experience” is a sensory word. When you use this term in conjunction with an emotional benefit, then you’ve got a powerful CTA on your hands. This is an example from IMRCorp.com:

Make sure that you provide a highly-desirable the benefit of the product or service. This CTA is only as effective as the benefit that you attach to it.  

14) Get [DISCOUNT] while supplies last!

Increasing urgency is a proven tactic for increasing the likelihood of a user’s action. If you can boost the user’s sense of time or supply — limited, running out, etc. — then you will increase their desire and need to click the CTA.

Print ads use this phrase in mailers and newspapers.

It works equally well as a standalone CTA button.

15) Get [PRODUCT OR SERVICE] today, and get [ADDED BENEFIT OR FREE PRODUCT].

Throw in a free something, and your conversion rates are sure to rise. Adding an additional benefit on top of the CTA allows you to increase the motivation.

16) Only [NUMBER OF AVAILABLE PRODUCTS OR SPOTS] available. Lock in your order now!

Limiting anything is the best way to increase its potential power.

I place limits on my webinars in order to maximize the value and impact that it makes.

There’s a psychological impact to this technique. When you limit availability you raise the perceived value of the product or service.

Conclusion

There are endless options for creating an ultra-compelling CTA. How do you pick the right one?

The solution to finding the perfect CTA is not to randomly try everything on this list. The solution is to sequentially test the CTAs that are most likely to produce an impact on your conversions.

CTAs are the powerhouse of your website’s conversions. Weak, ineffective, and cliché CTAs will give you low conversion rates. Pick one or two from this list, test them out, and watch your conversions rise.

calls to action write design

May

25

2015

The Biggest Pet Peeves of CRO Experts

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Conversion Rate Optimization (CRO) isn’t a widely known field, even among digital marketers. If you need a quick refresher, CRO is the process of creating an experience for your website visitors that’ll convert them into customers.

But this science of lead conversion is quickly gaining ground. After all, who doesn’t want more clicks, leads, and sales?

On International Conversion Rate Optimization Day back in April, some of the best CRO experts in the business came together for an “Ask Me Anything” discussion on inbound.org, where they answered questions about all things conversion rate optimization. One of the interesting topics they covered was the things that really tick them off in the world of CRO. And trust me when I say they didn’t hold back.

What were some of the things that grinded these CRO experts’ gears? Here are 13 pet peeves related to conversion rate optimization to be sure you aren’t making on your website.

13 Pet Peeves From CRO Experts

1) Over-Simplification

The world is not simple, yet it’s natural for people to oversimplify everything. Optimizers have to be better than that. There is no ‘people always prefer’ or ‘who would ever.'”

– Peep Laja (author, CRO specialist, & founder of ConversionXL)

(Read more from Laja here.)

2) Assumptions

You should [make it] very easy for the user to checkout. The buttons and headlines should tell people what to do next. Never make assumptions that you know what the customer should do.”

– Alex Harris (e-commerce conversion specialist)

(Read more from Harris here.)

… Send good cart abandonment emails (and A/B test them), minimize distractions during the checkout process, make it clear to the customer what’s happening in the process and when, try to avoid anything that makes it look like you’re springing surprise fees or clever accounting on the customer, and reinforce why they’re buying from you (painless pre-paid returns process, best in class quality, social proof of satisfied customers, etc. etc. — test what works best for your customers).”

– Jim Gray (marketing engineer, data scientist & founder of Ioseed)

(Read more from Gray here.)

3) “Click Here” on Calls-to-Action

I personally hate “click here” prefixes, and so do search engines. (It hurts SEO.) It begs the question, does your CTA not already look like a clickable button For both headlines and CTAs, I use a variation of the fore mentioned formula: “I’d like to…” [WHAT: Specific Action]; “Because I want to…” [WHY: Specific Value]. 

“It’s important to pair WHAT and WHY together. Sometimes this can be accomplished in one line. Two lines (headline + subhead, 2-line CTA, CTA + booster) are more often needed though. This shouldn’t be feared if it provides more clarity and value.”

– Angie Schottmuller (chief of conversion marketing at Unbounce)

(Read more from Schottmuller here.)

A simple formula to follow for button CTA’s is ‘Action Verb’ + ‘Benefit.'”

– Bobby Hewitt (president and founder of Creative Thirst)

(Read more from Hewitt here.)

4) Ghost Buttons

Ghost buttons drive me crazy. It goes against usability. The concept is a designer’s fantasy trend that should die. The only time I find this tactic useful is when a client insists in having two CTAs on the page, and I basically want one to disappear. Ghosted buttons have ghost conversions.”

– Angie Schottmuller (chief of conversion marketing at Unbounce)

(Read more from Schottmuller here.)

5) Ego

“It can be really hard to let something go when you’ve sweated over it. If it loses, you have to have the courage to throw it away. The best way to do that is to celebrate the fact that you learned something from the failure.”

– Oli Gardner (co-founder of Unbounce)

(Read more from Gardner here.)

6) Unclear Call-to-Action Copy

It has to be abundantly clear what’s going to happen when someone clicks that button. What are they going to get? Are they scheduling a demo, or signing up for that demo right then and there? You can’t afford to leave people wondering, or they won’t click out of nervousness.”

– Joel Klettke (CRO copywriter)

(Read more from Klettke here.)

7) A “One-Size-Fits-All” Approach

I’ve seen case studies where including the word click increased… clicks. But like every case study, it isn’t a panacea and should be taken with a grain of salt. You can’t apply case study learnings, only use them to serve as inspiration and to be used to generate your own related hypothesis.”

– Oli Gardner (co-founder of Unbounce)

(Read more from Gardner here.)

Everything you’ve read about button design is true, and false, and somewhere in between. If you truly believe that the best hypothesis and test you can come up with — the one that will deliver a 200% increase on conversions — is to change the button, then you should run A/B or multivariate tests against all of those options to see what works for your audience.

“The fact is, different audiences relate to different designs, language, reading levels, colors, and more. Averages across industries won’t help you here.”

Stewart Rogers (director of marketing technology at VentureBeat Insight)

(Read more from Rogers here.)

8) Superlatives and Hyperboles

When it comes to using words like “amazing,” Peep Laja said it best: “Superlatives tend to lose against specifics (‘amazing pizza’ vs ‘stone-oven baked pizza by an Italian master chef,’ ‘fastest pizza delivery’ vs ‘delivery in 15 minutes’) 9 times out of 10. Instead of superlatives, offer lots of detail and specifics.”

Superlatives tend to lose against specifics (‘amazing pizza’ vs. ‘stone-oven baked pizza by an Italian master chef;’ ‘fastest pizza delivery’ vs. ‘delivery in 15 minutes’) 9 times out of 10. Instead of superlatives, offer lots of detail and specifics.”

– Peep Laja (author, CRO specialist, & founder of ConversionXL)

(Read more from Laja here.)

Instead of obsessing over individual words, think about your context and slash hyperbole wherever it stands. If the claims you are making are believable, hit on customer pain points and directly explain a benefit, then the verbiage you use to describe that benefit can be flexible, so long as it fits the context.”

– Joel Klettke (CRO copywriter)

(Read more from Klettke here.)

9) Buzzwords

i personally loathe ‘rockstar.’ I’ve used it. I’m embarrassed about it. But … when I see it on a page today, I instantly get that feeling that an old person is trying to sound young.”

– Joanna Wiebe (conversion copywriter)

(Read more from Wiebe here.)

10) Fluffy Language

A big hindrance on conversion rates and SEO alike is content that reads like generic fluff for the sake of targeting phrases.”

– Joel Klettke (CRO copywriter)

(Read more from Klettke here.)

11) Half-Baked Value Props

I hate when writers rely on old, tired [stuff] like, ‘We do X so that you can focus on what matters!’(…so.. what matters?); ‘We get to know our customers’ (everyone does); ‘We’re the highest quality’ (what does that even MEAN? Nobody wants high quality!).”

– Joel Klettke (CRO copywriter)

(Read more from Klettke here.)

12) Ignoring or Avoiding Data

In answering the question, “What’s your biggest pet peeve?”

When others pretend like the data doesn’t exist.”

– Tommy Walker (marketer at Shopify)

“Or worse, when others attempt to manipulate math for statistical significance to claim that the data qualifies as a valid test. Statistical significance is not the same as validity.”

– Angie Schottmuller (chief of conversion marketing at Unbounce)

(Read more from Walker and Schottmuller here.)

13) Businesses That Stop Testing

“Always be testing” was the rallying cry for this crowd. The takeaway? Keep on testing, even after you have wins. (If you’re not sure where to start, here’s a list of real-life CRO tests to try for yourself.)

Many thanks to all the CRO specialists who joined me in this inbound.org discussion.

What are your biggest CRO pet peeves? Share them with us in the comments.

free webinar: conversion rate optimization

Mar

19

2015

How to Add a CTA Button to Your Facebook Page [Quick Tip]

jcrew-facebook-page-1

Facebook added a very handy feature in December 2014: the option to place a simple call-to-action button at the top of your Facebook Page. While only available to select businesses at first, Facebook has recently started to roll it out to the U.S. and the rest of the world.

The CTA’s functionality is pretty simple: You choose from seven pre-made button options (“Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” Watch Video,” and “Play Game”) and link it to any website you want. It could link to your home page, a landing page, a contact sheet, a video … the possibilities are endless.

Well, almost endless. Facebook will monitor these links the same way they monitor current links, a Facebook spokeswoman told VentureBeat last December. Users will also be able to report Pages with malicious links.

A good rule of thumb? Link your new CTA to a page that aligns with your current business goals. After all, Facebook created them to “bring a business’s most important objective to the forefront of its Facebook presence.”

Now that most of you have access to Facebook CTAs, let’s learn how to add one to your Facebook Page so you can start driving more traffic from Facebook to your website. It’s quick and easy, I promise.

How to Add a CTA Button to Your Facebook Page

Step 1: Log in and go to your business’ Facebook Page.

Step 2: Click the “Create Call-to-Action” button.

It should be located at the top of your Page, directly to the left of the Like button. If you don’t see it, that means Facebook hasn’t rolled out access to your location yet. If that’s the case, sit tight and keep checking back — it should be coming soon.

create-cta-button-2

Image Credit: John Haydon

Step 3: Choose the CTA button copy.

There are seven options to pick from: “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” Watch Video,” and “Play Game.” Choose the one that correlates best with the webpage you want to send them to. For example, if a top business goal is to grow your subscriber base, you might choose “Sign Up” and send users to a landing page where they can subscribe to your blog or newsletter. If you’re a nonprofit with a great “about” video, you might choose “Watch Video” and send users to your video.

choose-cta-button

Step 4: Input the link you want the CTA to send users to. Then, click “Next.”

Be sure the destination correlates with the button copy you chose in Step 3.

Attach a unique UTM tracking code to your URL so you can track how many users are clicking on the button. (HubSpot customers: Here’s how to create a tracking URL for a landing page in HubSpot.)

Step 5: Select the destination for mobile users.

On the two screens that follow, you’ll choose where to iOS and Android users: either to a website or to an app.

facebook-cta-ios

Step 6: Click “Create.”

… And you’re done!

You can edit or delete your CTA at any time by logging in to your Page, clicking the CTA button, and selecting either “Edit call-to-action” or “Delete call-to-action.”

edit-facebook-cta

How to Measure the CTA’s Effectiveness

So, how many people are actually clicking on that CTA? There are two ways to figure that out.

1) Facebook’s Page Statistics

Facebook will tell you the number of clicks the button received in the past seven days. You can find this number by logging in, going to your main Facebook Page, and looking in the “THIS WEEK” column on the right-hand side. The number will be labeled with the CTA button’s copy — in our case, “Sign Up.”

cta-clicks

Hover your mouse over this number and a small graph will appear showing CTA clicks by day for the past seven days, along with a percentage increase or decrease in clicks since the beginning of the seven-day period.

2) Your URL’s UTM Tracking Code

Remember in Step 4 when you added a unique UTM tracking code to the button’s URL? Use the analytics on that tracking code to see how the button is driving traffic and conversions. (Learn how to implement and measure UTM tracking codes here.)

Although this CTA button has simple functionality and analytics, it’s super easy to implement and has brought some brands noticeable results. For example, Dollar Shave Club’s director of acquisition Brian Kim told Facebook, “Over the course of a three-week test, the Sign Up call-to-action button delivered a 2.5X higher conversion rate versus other comparable social placements aimed to drive new user acquisition.”

Have you tried the new CTA feature on your Facebook Page? We’d love to hear whether you’ve seen results. Share your thoughts and observations with us in the comments below!

download free facebook guide

Jan

26

2015

Call-to-Action: Defined in a Single GIF

Definition-of-CTA-featured-image

Calls-to-action. You know that they’re a crucial component of inbound marketing. You know you need ’em on your website if you want to attract more visitors, generate more leads, and convert more customers. 

… And that’s about all you know. 

Don’t worry, though! Calls-to-action are actually a pretty simple marketing concept.

To get the down-low on this marketing term, take a minute to watch the animated GIF below. You’ll learn what a call-to-action actually is and how you can use it in your marketing. Once you’re done, you’ll be creating them yourself in no time

Definition-of-CTA

calls to action write design

Jul

17

2014

6 Smart Strategies for Segmenting Your Dynamic CTAs

panther-chameleon-300px-wideAre you using calls-to-action in your marketing? What about dynamic calls-to-action? As far as I’m concerned, dynamic calls-to-action are the only calls-to-action.

Not hip to the difference? Whereas a standard CTA is the same for every viewer, a dynamic call-to-action (CTA) — or a Smart CTA (more…)

Jun

26

2014

30 Call-to-Action Examples You Can’t Help But Click

Clickable_CTAs.jpgThink about all the times you’ve signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you’ve even taken a class on General Assembly.

Each one of these signups is likely a result of an effective call-to-action.

And it’s really important to guide your visitors through the buying journey using strategic calls-to-action (CTAs). Think about it: If you hadn’t been drawn in by the copy or design of the CTA, or been guided so eloquently through your sign-up process, you would probably use a lot fewer apps and websites than you do now. 

Download our full collection of 101 call-to-action examples here for even more CTA ideas.

To help you identify what’s effective and what’s not, we’ve listed out 30 examples of CTAs that totally rock. These call-to-action examples are broken out into three categories: simple and effective design, click-worthy copy, and balancing multiple CTAs on one page.

Full Disclosure: We don’t have data to know if these are all scientifically successful, but these examples all follow our best practices. If you decide to recreate these CTAs on your site, please remember to test to see if they work for your audience.

Download our 50 free call-to-action templates in PowerPoint here to start designing customized CTAs of your own.

Simple & Effective Design Call-to-Action Buttons

1) Evernote

“Remember Everything.” Visitors can immediately understand that message the moment they land on this page. The design on Evernote’s website makes it super simple for users to see quick benefits of using the app and how to actually sign up to use it. Plus, the green color of the main and secondary CTA buttons is the same green as the headline and the Evernote logo, all of which jump off the page.

evernote-cta.png

2) Dropbox

Dropbox has always embraced simple design with a lot of negative space. Even the graphics on their homepage are subtle and simple.

Thanks to that simple design and negative space, the blue “Sign up for free” call-to-action button stands out from everything else on the page. Since the CTA and the Dropbox logo are the same color, it’s easy for the visitor to interpret this CTA as “Sign up for Dropbox.” That’s one effective call-to-action.

dropbox-cta-1.png

3) OfficeVibe

Here’s a slide-in call-to-action that caught my attention from OfficeVibe. While scrolling through a post on their blog, a banner slid in from the bottom of the page with a call-to-action to subscribe to their blog. The best part? The copy on the slide-in told me I’d be getting tips about how to become a better manager — and the post it appeared on was a post about how to become a better manager. In other words, the offer was something I was already interested in.

office-vibe-pop-up-CTA.png

Plus, I like how unobtrusive slide-in CTAs are — as opposed to what my colleague Rachel Sprung calls the “stop-everything-and-click-here-pop-up-CTA.” I find these CTAs offer a more lovable experience because they provide more information while still allowing me to continue reading the blog post. (Click here for a tutorial on how to add slide-in CTAs to your blog posts.)

4) Netflix

One big fear users have before committing to sign up for something? That it’ll be a pain to cancel their subscription if they end up not liking it. Netflix nips that fear in the bud with the “Cancel anytime” copy right above the “Join Free for a Month” CTA. I’d venture a guess that reassurance alone has boosted signups. Also, you’ll notice again that the red color of the primary and secondary CTAs here match Netflix’s logo color.

netflix-cta.png

5) Square

To achieve effective CTA design, you need to consider more than just the button itself. It’s also super important to consider elements like background color, surrounding images, and surrounding text.

Mindful of these additional design components, the folks at Square used a single image to showcase the simplicity of using their product, where the hovering “Get Started” CTA awaits your click. If you look closely, the color of the credit card in the image and the color of the CTA button match, which helps the viewer connect the dots of what to expect if/when they click.

square-cta.png

6) Prezi

The folks at Prezi are also into the minimalist design look on their website. Other than the green dinosaur and the dark brown coffee, the only other color accompanying the predominantly black-and-white design is a bright blue — the same blue from their main logo. That bright blue is strategically placed on the homepage: the main “Give Prezi a try” CTA, and the secondary “Get Started” CTA, both of which take users to the same pricing page.

prezi-cta.png

7) Full Bundle

Full Bundle is another company that uses negative space to make their primary CTA pop. The white “Our Work” call-to-action stands out against the dark greys of the background. Their choice of CTA is strategic, too. Given that they primarily exist to build out clients’ online presences, it’s important for them to showcase their work — and that’s what most folks are going to their website for.

full-bundle-cta.png

8) Panthera

The folks at Panthera are looking for users who really care about wild cats around the world and want to join a group of people who feel the same way. To target those people in particular, we love how they use language that would speak to big cat-lovers: “Join the pride today.” The page itself is super simple: an on-page form with two, simple fields, and a button asking folks to (again) “Join.”

panthera-cta.png

CTA Buttons With Clickworthy Copy

9) Huemor

If you went to a website and saw a “Launch” CTA accompanied by the copy “Do Not Press” … what would you do? Let’s be honest: You’d be dying to press it. The use of harmless reverse psychology here is playful, which is very much in keeping with Huemor’s brand voice.

huemor-cta.png

10) QuickSprout

No one wants to be wrong. That’s why a call-to-action button like QuickSprout’s slide-in CTA on their blog is so clickworthy. It asks the reader, “Are you doing your SEO wrong?” Well, am I? All I have to do is enter my URL to find out — seems easy enough. It’s language like that that can really entice visitors to click through.

Plus, having the CTA slide in mid-blog post is a great tactic for catching readers before they bounce off the page. Traditionally, many blogs have CTAs at the very bottom of each blog post, but research shows most readers only get 60% of the way through an article. (Click here to learn how to add slide-in CTAs to your blog posts.)

quicksprout-slide-in-CTA.png

11) Grey Goose

Here’s a fun, unique call-to-action that can get people clicking. Whereas site visitors might have expected to be directed to product pages or press releases from the homepage, a CTA to “Discover a Cocktail Tailored to Your Taste” is a pleasantly surprising ask. People love personalization, and this CTA kind of feels like an enticing game. The play button icon next to the copy gives a hint that visitors will be taken to a video so they have a better idea of what to expect when they click.

grey-goose-cta.png

12) Treehouse

A lot of company websites out there offer users the opportunity to start a free trial. But the CTA on Treehouse’s website doesn’t just say “Start a Free Trial”; it says “Claim Your Free Trial.” The difference in wording may seem subtle, but think about how much more personal “Claim Your Free Trial” is. Plus, the word “claim” suggests it may not be available for long, giving users a sense of urgency to get that free trial while they can.

treehouse-cta.png

13) OKCupid

OKCupid’s CTA doesn’t seem that impressive at first glance, but its brilliance is in the small details. The call-to-action button, which is bright green and stands out well on a dark blue background, says, “Continue,” which give hope that the signup process is short and does not take long. To me, this CTA feels more like I’m playing a fun game than filling out a boring form — pretty much all due to the copy.

okcupid-cta.png

14) Blogging.org

Nothing like a ticking timer to make someone want to take action. After spending a short amount of time on blogging.org’s homepage, new visitors are greeted with a pop-up CTA with a “limited time offer,” accompanied by a timer that counts down from two minutes. This is a classic use of a psychological tactic called scarcity, which causes us to assign more value to things we think are scarce. Limiting the time someone has to fill out a form makes people want to fill it out and claim their offer while they can.

Curious, what happens when time runs out? So was I. Hilariously, nothing happens. The pop-up CTA remains on the page when the timer gets to zero.

blogging-dot-org-pop-up-CTA.png

15) IMPACT Branding & Design

CTAs can feel really pushy and salesy if the wrong language is used. I like IMPACT’s educational approach, where they challenge visitors to learn what the company does before pushing them to take any further action. This calls-to-action is especially intriguing to me because they don’t even use an action verb, yet they still manage to entice people to click.

impact-bnd-cta.png

16) EPIC

The folks at the agency EPIC use their homepage primarily to showcase their work. When you arrive on the page, you’re greeted with animated videos showing some of the work they’ve done for clients, which rotate on a carousel. While there plenty of other places users might click on their site — including their clients’ websites — the main call-to-action stands out and always contrasts with the video that’s playing in the background. I love that it features friendly, inclusive language — “Let’s start a new project together” — which gives a hint to users looking for a creative partner that they’re an especially great team to work for.

epic-cta.png

17) APPSTEMPLATES.com

This website has a very unique call-to-action with copy that showcases the real value you’ll get after clicking. Not only does this button relay that you’ll get unlimited access for $89 (a $149 value), but also the supporting “join the club now” copy makes you feel like you’re missing out on something. This CTA also gets bonus points for having the arrow pointing to the CTA — it’s a perfect example of a proper directional cue. 

appstemplates-dot-com-cta.png

18) Humboldt County

Humboldt County’s website is gorgeous on its own: It greets you with a full-screen video of shockingly beautiful footage. But what I really love is the unconventional call-to-action button placed in the bottom center, which features a bunny icon and the words “Follow the Magic.” It enhances the sort of fantastical feel of the footage, making you feel like you’re about to step into a fairytale.

humboldt-country-cta.png

What’s more, once you click into that CTA, the website turns into a sort of choose-your-own-adventure game, which is a fun call-to-action path for users and encourages them to spend more time on the site.

humboldt-choose-adventure-cta.png 

Balancing Multiple Call-to-Action Buttons

19) Uber

Uber’s looking for two, very distinct types of people to sign up on their website: riders and drivers. Both personas are looking for totally different things, and yet, the website ties them together really well with the large video playing in the background showing Uber riders and drivers having a good time in locations all over the world. I love the copy of the driver CTA at the top, too: It doesn’t get much more straightforward than, “Make money driving your car.” Now that’s speaking people’s language.

uber-double-cta.png

20) Spotify

As soon as you reach Spotify’s homepage, it’s pretty clear that their main goal is to attract customers who are willing to pay for a premium account, while the CTA for users to sign up for free is very much secondary. It’s not just the headline that gives this away: It’s also the coloring of their CTA buttons. The “Go Premium” CTA is lime green, making it pop off the page, while the “Play Free” CTA is plain white and blends in with the rest of the copy on the page. This contrast ensures that visitors are drawn to the premium CTA.

spotify-cta.png

21) Ugmonk

Exit CTAs, also known as exit intent pop-ups, are different than normal pop-ups. They detect your users’ behavior and only appear when it seems as though they’re about to leave your site. By intervening in a timely way, these pop-ups serve as a fantastic way of getting your reader’s attention while offering them a reason to stay.

Ugmonk has a great exit CTA, offering two options for users as a final plea before they leave the site. First, they offer a 15% discount on their products, followed by two options: “Yes Please: Send me the coupon” and “No Thanks: I’m not interested.” It’s super helpful that each CTA clarifies what “Yes” and “No” actually mean, and I also like that they didn’t use guilt-tripping language like “No Thanks: I hate nature” like I’ve seen on other websites. Finally, notice that the “Yes Please” button is much brighter and inviting in color than the other option.

ugmonk-exit-CTA.png

22) Pinterest

Want to sign up for Pinterest? You have a couple options: sign up via Facebook or via email. If you have a Facebook account, Pinterest wants you to do that first. How do I know? Aesthetically, I know because the blue Facebook CTA comes first and is much more prominent, colorful, and recognizable due to the branded logo and color. Logically, I know because if you log in through Facebook, Pinterest can pull in Facebook’s API data and get more information about you than if you log in through your email address.

Although this homepage is optimized to bring in new members, you’ll notice a very subtle CTA for folks with Pinterest accounts to log in on the top right.

pinterest-cta.png

23) Madewell

Madewell (owned by J.Crew) has always had standout website design, taking what could be a typical ecommerce website to the next level. Their use of CTAs on their homepage is no exception.

When you first arrive on the page, you’re greeted with the headline “I’m Looking For …” followed by a category, like “Clothes That’ll Travel Anywhere.” Below this copy are two options: “Yes, Take Me There” or “Hmm… What’s Next?” The user can choose between the two CTAs to either browse clothes that are good for travel, or be taken to the next type of clothing, where they can play again. This gamification is a great way to make your site more interesting for users who come across it without having a specific idea of where they want to look.

madewell-cta.png

24) Instagram

Since Instagram is a mainly mobile app, you’ll see two black CTAs of equal size: one to download Instagram in Apple’s App Store, and another to download it on Google Play. The reason these CTAs are of equal caliber is because it doesn’t matter if someone downloads the app in the App Store or on Google Play … a download is a download, which is exactly what Instagram is optimizing for. If you already have Instagram, you can also click the CTA to “Log In” if you’d prefer that option, too.

instagram-cta.png

25) Barkbox

The two CTAs on Barkbox’s homepage show that the team there knows their customers: While many people visiting their site are signing up for themselves, there are a lot of people out there who want to give Barkbox as a gift. To give those people an easy path to purchase, there are two, equally sized CTAs on the page: “Get Started” and “Give a Gift.” 

As an added bonus, there’s an adorable, pop-up call-to-action on the right-hand side of the screen prompting users to leave a message if they’d like. Click into it, and a small dialogue box pops up that reads, “Woof! I’m afraid our pack is not online. Please leave us a message and we’ll bark at you as soon as pawsible.” Talk about delightful copy.

barkbox-cta.png

26) t.c. pharma

Turns out Red Bull isn’t its own parent company: It’s owned by Thailand-based t.c. pharma, a company that makes popular energy drinks, electrolyte beverages, and functional drinks and snacks. Their homepage features two call-to-action buttons of equal size: “Find out more” and “View products” — but it’s clear by the bright yellow color of the first button that they’d rather direct folks to “Find out more.”

tc-pharma-cta.png

27) General Assembly

As you scroll through the General Assembly website, you’ll see CTAs for various courses you may or may not want to sign up for. I’d like to point your attention to the CTA that slides in from the bottom of the page as you’re scrolling, though, which suggests that you subscribe to email updates.

Although this feels like a secondary CTA due to its location and manner, I actually think they try to sneak this in to become more of a primary CTA because it’s so much more colorful and noticeable than the CTAs for individual classes. When you create your own CTAs, try using bolder colors — even ones that clash with your regular stylings — to see if it’s effective at getting people’s attention. (Click here for a tutorial on how to add slide-in CTAs to your webpages.)

general-assembly-cta.png

28) charity: water

Charity: water’s main goal is to get people to donate money for clean water — but they can’t assume that everyone wants to pay the same way. The CTAs featured on their homepage take a really unique approach to offering up different payment methods by pre-filling $60 into a single line form and including two equally important CTAs to pay via credit card or PayPal. Notice how both CTAs are the same size and design — this is because charity: water likely doesn’t care how you donate, as long as you’re donating.

charity-water-cta.png

29) Hipmunk

When you land on the Hipmunk site, your main option is to search flights. But notice there are four tabs you can flip through: flights, hotels, cars, and packages. When you click into one of these options, the form changes so you can fill out more information. To be 100% sure you know what you’re searching for, Hipmunk placed a bright orange CTA at the far right-hand side of the form. On this CTA, you’ll see a recognizable icon of a plane next to the word “Search,” so you know for sure that you’re searching for flights, not hotels. When you’re on the hotels tab, that icon changes to a hotel icon. Same goes with cars and packages.

hipmunk-cta.png

30) MakeMyPersona

Here’s another example of a great pop-up with multiple calls-to-action — except in this case, you’ll notice the size, color, and design of the users’ two options are very different from one another. In this case, the folks at MakeMyPersona are making the “Grab the template!” CTA much more attractive and clickable than the “No, I’m OK for now, thanks” CTA — which doesn’t even look like a clickable button.

I also like how the “no” option uses polite language. I find brands that don’t guilt-trip users who don’t want to take action to be much, much more lovable.

make-my-persona-exit-CTA.png

There you have it. By now, we hope you can see just how important little CTA tweaks can be.

What other CTAs should be added to this list? Share your thoughts in the comments!

Editor’s Note: This post was originally published in June 2014 and has been updated and for freshness, accuracy, and comprehensiveness.

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