5 Call-to-Action Writing Tips to Increase Conversions

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Calls to Action (CTA) are critical statements that entice users to sign up, buy, or interact with you. Whether you’re writing emails, headlines, social media posts, or SEO-based content, writing effective CTAs is an essential marketing skill.

CTAs can make or break your campaigns. Using the wrong phrases at the wrong time can halt the conversion momentum and cause your conversion rates to plummet. Here are five call-to-action writing tips you can use right now to increase conversions and sales.

1. Minimize their risk with social proof

One of the biggest reasons people don’t buy or convert is because of trust. Users may lack confidence in your brand, your website, or even if the product or service will work for them.

The key to an effective CTA is surrounding it with social proof that stops objections in real time. For example, when someone clicks “buy now,” you can place reassuring social proof quotes from real customers explaining the benefits and end results of your product.

Don’t have a quote or social proof yet?

You can also add declarations such as:

  • No credit card required / free trial
  • Unlimited access for XX days
  • XX users signed up in the last 24 hours (fear of missing out)

These risk minimization statements will ensure that users don’t get cold feet at the last moment.

Related: How to Create a Compelling Call to Action

2. Intent-Based Call to Action

Over the past seven years, I’ve audited and rewritten hundreds of brand landing pages. And the most important factor in ensuring conversion rates is the intent of your call-to-action that aligns with the message, platform, and traffic temperature.

Simply put: you need to match the user to where they are, not where you want them to be. For example, if I ask someone to “buy now” the second they subscribe to my mailing list for the first time, my conversion rate will be close to 0%. However, if I change my call to action to “find out more” to warm up that email subscriber, I’ll build long-term trust that will result in conversion later.

Match your CTA to the medium’s intent and its funnel stage. If they’re newer to your funnel or come from a low-intent experience like social media browsing, soften your CTA from language purchase to exploration, discovery, and value.

Once they’re off the platform, you can focus more on conversion-based CTAs.

3. Involve scarcity

Typical scarcity marketing tactics can seem corny and outdated. People don’t believe you when you say “hurry up, there’s only one left!” Old marketing tactics and psychological tricks are no longer as effective as they once were.

Instead, try phrases that imply scarcity, like:

  • Reserve your spot today (implies that places are limited without being cheesy)
  • 100 people signed up in the last 24 hours (implies a request)
  • Order within XX hours to receive before XX date

These variations on the original “hurry up” are more realistic, enjoyable and effective.

Related: Why We Click: The Simple Psychology Behind Calls to Action

4. Verb, value, emergency formula

Verb, Value, Urgency (VVU) is a powerful technique for building momentum and driving conversions with your call to action.

As an example, a VVU call to action I recently used was:

  • Verb: get
  • Value: SEO Audit
  • Urgency: In 48 hours

This simple formula capitalizes on three distinct factors prospects consider when purchasing a product or joining:

  1. What happens when they click the button? Are they getting anything of value, or do they have to do a perceived bunch of extra work, like filling out a long form with all of their personal information?
  2. Be crystal clear about the real value or item they will get when engaging with your call to action.
  3. And finally, explain exactly when they will receive their product or service so that there are no more objections to answer that could prevent them from converting at the last minute.

The VVU formula is fantastic for social media advertising where you need a fast, fast and valuable call to action that stands out in a sea of ​​endless distractions and content.

5. Click on the CTA results stream

The Click to Result Flow call to action describes to your visitor what will happen next rather than the action you want them to take. Most CTAs focus on the business that stands to gain, not the buyer. For example, you’ll see that the vast majority of CTAs are “buy now” or “learn more.”

The problem with these CTAs is that they don’t explain the value or next steps to the clicker.

Here are some handy ways to convert boring traditional CTAs into more conversions:

  • Get it now > Download ebook now
  • Buy now > Get [Product] Today
  • Learn More > View Product Information
  • Subscribe > Read issue 1

Notice the difference? Instead of asking the user, you explain what result he will get by clicking.

Instead of buying it now, they get their product today. Instead of knowing more, they are redirected directly to product information. Instead of subscribing, they read the first issue and soak up the value you provide.

Writing a good call to action is all about limiting objections and providing enough value to your audience. If you can combine these two aspects with persuasive copywriting that doesn’t sound too aggressive or cheesy, you’ll see incredible improvements in your conversion rates, from email CTAs to direct purchase decisions.