6 Super Calls-to-Action (Plus Tips)

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Whether it’s completing a project or taking an action, people will take as long as you give them to do it. This is why in business, deadlines (enforceable ones) work and why, on the Web, calls-to-action (good ones) are integral to a website’s success. 

IaaS and Web hosting provider SingleHop recently released an infographic (click here) that details five tips for a more successful call-to-action (CTA). In it, the company details that, unsurprisingly, the click-through rates (CTRs) of above-the-fold CTAs are substantially higher (72 percent) than below-the-fold CTAs (47 percent). While that may be best practice number one, SingleHop provides interesting data on the fact that buttons, as opposed to text, provide upward of a 200 percent higher CTR. With SingleHop’s tips in mind, Website Magazine has compiled six super CTAs. 

H.BLOOM

Super CTA: Nothing creates urgency (and a sense of value) more than mom does. By providing the date for Mother's Day, the copy leading into the CTA enhances the urgency and the words "Shop Now" are direct. Additionally, this floral subscription service's CTA uses high contrast to grab attention. 

SKYPE

Super CTA: In SingleHop's infographic, it's suggested to play with shape, which Skype uses in a purposeful manner. It's clear to the user that the CTA is part of the product description and the best course of action is to "Join."

NETFLIX

Super CTA: After offering a one-month free trial and then conveying value (e.g. you can watch your programs wherever you want), Netflix directs users to "Start Your Free Month." Notice that Netflix uses its above-the-fold real estate to confirm and then reconfirm that a one-month free trial is available. 

MailChimp

Super CTA: This beautiful, sleek homepage uses a calming color palate, but hits users with a sense of urgency with its "Sign Up Free" CTA. 

Volusion

Super CTA: Volusion wants users to try their product for free. If you couldn't tell, the e-commerce software provider uses the same CTA in the center of the page (larger) and in the upper right-hand corner (smaller) to reinforce where they want users to go and what they'll do when they get there. 

PagePart

Super CTA: While PagePart's CTA differs from the rest on this list, it's appropriate for this mobile and social Web platform, because business owners want to create a mobile website, which is why they ventured to PagePart in the first place. The words "instantly" and then "Go" provide even more urgency. 

 

Bonus: There are myriad factors to keep in mind when designing a website, but there are many seen repeatedly (like a missing call-to-action). Make sure your site isn't making these mistakes by checking out this article by Rafi Sweary, the co-founder of WalkMe.com.

:: Create a local presence wherever you want to do business. Get a local phone number. ::


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14 comments

FredA 05-02-2013 4:32 PM

Well done!

FredA 05-02-2013 4:32 PM

Well done!

CristinaS 05-02-2013 4:50 PM

Great article - I found your examples very useful!

JedidahK 05-02-2013 4:57 PM

Great exapmples!

JedidahK 05-02-2013 4:58 PM

Great examples!

Edward H 05-02-2013 8:55 PM

I like PagePart's

1-Identify a problem

2-Call to action to fix immediately

DanielG 05-06-2013 10:59 AM

Great thoughts. I just discovered I have been getting this publication, and this is the second article I have read. So far 2 for 2!

It's surprising how many small businesses dance around what they want a visitor to do. They just won't come out and say it without prodding. Allot of sites for small-mid size companies do not properly "instruct" the potential customer to what action to take to engage with services... the "Call To Action".

In conversations with my clients, my first discussion before any work is started is to determine why they want a site in the first place, what they hope to accomplish. Usually it is to generate sales (duh). Once we determine how they actually get business (sell products online, place a service inquiry, generate a qualified lead, sign-up for list, etcetera) we set the result of taking that action on the site as the "goal" and use Call-To-Actions to get that to happen. And that works great with analytics goal pages too. Define a goal page and then optimize your call to actions until the return the highest conversion possible.

These examples here are indeed super call to actions! The entire action is spelled out in simple and compelling language, and all barriers are removed from the process. Awesome.

KipC 05-09-2013 4:15 PM

Call to actions are useless if value not attached to it for small business online community.  Large well know sites like the ones displayed only need to point here is the way...... Yes call to actions weather small or big is it important but if it was as easy as saying here I am fill me out or click me there would be more small Biz making money online

BrendaC 05-09-2013 4:49 PM

I have to say this: calls-to-action...not call-to-actions

:-)

KipC 05-09-2013 6:48 PM

Haha...thx Brenda typing on the go is a no no...

Nikhil 05-10-2013 12:13 AM

Hello Amberly,

People generally DO NOT take as long as you give them to complete a task on hand. Giving deadlines defines the kind of work required. If you had four days to take a school exam, for instance, you would work really hard. Or maybe not. But in either case, you would have a good idea of what exactly is required.

Providing deadlines is not a way to ensure that employees submit work on time. Good managerial sense lies in giving enough time to allow the employee to do his or her best.

MarcelFelix 05-10-2013 3:13 AM

Great examples!

GuyC 05-10-2013 12:07 PM

Great list, and have shared this post.  Good job Amberely.

MichaelK 05-10-2013 5:35 PM

Effective details. Very helpful information.

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