Often times Call-To-Actions, or CTA’s are one of the last things you think about when creating content for a digital interface. After all, they tend to be towards the end of content or the end of the point you’re trying to make. However CTA’s are one of the most important elements of emails or landing pages. They are the gateway to getting your prospects to engage in the message or goal that you want them to see. So understanding how they work and how to better use them is of the utmost importance when you’re working within the realm where a lead a is only ever a click away.

1. How Many CTAs is Too Many

The first thing that needs to be understood when it comes to CTAs is there is no set in stone number that can be your solution across the board. However understanding where the line of too few versus too many has to do with understanding how prospects interact with CTAs. Your prospects should never have to search too hard for where to click, as it can be incredibly frustrating. On the other they shouldn’t be bombarded with a CTA at every turn. Find the balance of ease of access versus a button at the end of every sentence.
Tip: With most instances people lean to having too few CTAs versus too many. This comes from a fear overwhelming your content with asks. Always think of how a prospect is viewing your content. Would they want to click on something at the end of a paragraph? Add a CTA. Is there no where to click at the top of a landing page? Add a CTA. It tends to be better to give the prospect more places to click as opposed to less.

2. What To Name Your CTAs

When CTAs are the last thing that are considered in content they become an afterthought. Try putting thought into how the interaction of the prospect with the CTA makes a prospect more likely to click. Everyone has been guilty of falling back to the old standbys of “Learn More” and “Find Out More”. However it has been proven repeatedly that changing a text button from second person to first person results in a substantial increase in your click through rate.
Example: Try changing “Learn More” to “Learn About Your Free Trial” in order to make the Call-To-Action more personal. Also remember you can use dynamic content and variable tags in your CTA buttons.

3. How Should You Order Your CTAs

Choosing how to order your CTAs can be difficult when it seems like the most important thing listed should be the last thing a prospect sees. However something that has to be taken into consideration is we are in a digital age of skimming. Most prospects will look for the most relevant element of your content first and foremost. This is why it’s imperative to place the CTA that you find most important for them to click at the top, this should be “above the fold” or “above the scroll” this means your first CTA should be visible with no/very little scrolling.
Tip: For a landing page with a form, we find a great way to have prospects fill out the form without the form being at the top of the page is to place a button linking to form at the top of the page.

4. Designing Your CTAs For Optimization

Generally another thing that can fall to the back burner is how you CTAs appear. It’s very easy to link a section of text and call it a day. However doing things like changing the color and adding carets is something that catches a viewer’s eye and lets them know that the place to click is there. The difference between Find Out More and Find Out More>> is astronomical. One can easily be glanced over while the other grabs your attention and pulls you in.
Tip: When choosing a color for a CTA take into consideration whether this is your main CTA or a secondary CTA. Typically your main CTA should be represented by a more eye catching color while a secondary can get away with a color with less contrast. You might also want to start training your audience with a consistent CTA color across all engagement opportunities.

5. Creating Custom CTAs

Creating CTAs that are in first person is already something that has been mentioned above. But in addition to this something else to keep in mind is customizing your CTAs from the normal ones that are used. This way it calls back to the content you’ve already created.
Example: Picture this, you’re sending out an email for your new toothpaste product. It would be easy to make the CTA “Learn More”. However a more customized and engaged way to phrase this CTA would be to make it say “Stay Fresh”. This way you’re not only combining the first person phrasing but also customizing the CTA to the content.
Call-To-Actions are an incredibly important part of any content with a goal. Enhancing how you use them can be the difference from an engaged audience to a disinterested audience. Incorporating these tips into your digital content can be a simple way to advance engagement with your prospects.
Questions about CTAs? Fill out the form and an Account Engagement (Pardot) expert will reach out to help.
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