How to create a killer call-to-action

Posted by Jill Harris on 01/02/19 10:09

Call_to_Action_0219A good CTA (call-to-action) is vital as it requires your customers to engage even further with your brand. A bad CTA puts you at risk losing a profitable opportunity. As an online marketer, you must understand the need for your customers to buy your products, subscribe to your services, and register for your events.


To help ensure your online marketing works as hard as it can, here are some tips on how you can create the kind of CTA that’ll get you killer results.

Simplify, simplify, simplify

What do you want your customer to do? Buy something? Look at some new content you’ve created?


Whatever it is you want them to do, make it as clear as possible, and as easily as possible to understand.

Less is more

When Zanussi reduced the number of CTAs in its email from four to one, it achieved a 42% increase in opens. Originally, they’d thought more buttons would equal more. It didn’t. It equalled confusion and misunderstanding with their customers.

Location, Location, Location

Where you put your CTA in emails or website pages or blogs is vital. Your ‘real estate’ is precious. Every bit of it should be working the hardest it can, so place the CTA above the fold in emails or web pages. That way, your customer will see what it is you want them to do almost immediately. Hide it at the bottom of an email, out of the way, and they’ll either miss it completely, or delete the email before they get there.

Choose your words carefully

Words are incredibly powerful tools. Choose the right ones, and your campaign could be a runaway success.


Use the wrong ones, and it’ll sink without trace. First and foremost, think about what it is you want your customer to do. Remember, only ask them to do ONE thing. For example:

  • Buy Now
  • Subscribe Here
  • Shop The SALE
  • Learn More
  • Download Now
  • Enter Here
  • See What We Recommend for You
  • Start your FREE Trial

Quick! Read this - immediately

Bet your eyes went straight to this, didn’t they? Most CTAs are time-critical. In which case, make it clear you want your customer to act now, shop now, do something – now.


However, research has found that some customers react negatively to being told to do something immediately.


We come on to A/B testing soon, but the different use of language in one CTA vs. another might be something you want to consider – and test.

Make it STAND out

A good CTA needs to stand out from the rest of the content to grab your customer’s attention. Don’t make the colours or design the same as your brand colour and design. Choose a different typeface. Give it room to breathe. What we mean by that is, try and make sure there’s plenty of space around the CTA. Don’t stick it right in the middle of a load of text.

One size does not fit all

Mobile is fast now the most popular method for consuming email. That’s why getting the size of your CTA

right is imperative. Clicking a link on your desktop is easy: touching a CTA with your thumb can be slightly more difficult.


Here are some guidelines for finger-friendly design:

  • Apple’s iPhone Human Interface Guidelines recommend a minimum target size of 44 x 44 pixels
  • Microsoft’s Windows Phone UI Design and Interaction Guide suggests a touch target size of 34px with a minimum touch target size of 26px

Testing, testing your CTA

See what kind of CTA works best for you. Try sending out two creatives using two different buttons: maybe one that’s blue and one that’s red,or try two different sets of copy. See what works best for you and your users so you can optimise ongoing sends.


For more on great CTAs follow this link>>>


Design and Optimise Calls-to-Action

Tags: call to action, calls to action, b2b cta, small business marketing cta, b2b call to action

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