Growth June 4, 2020

7 practical examples of how to improve CTA's

Sjors van Dongen | founder of @MrAtiebatie

Words can improve your conversion. Here's how.

CALL TO ACTION (CTA). People easily leave your website because you lost their attention. It's your job as a UI designer, web designer, developer, founder, CEO, -insert fancy title here- to grab that attention and hold it. And a change in words can accomplish that.

1. Beta's don't own only 1 CTA text
When the user scrolls further than the fold the text is all about that they haven't launched yet. So is this manipulative? Perhaps a little bit, but they do mention on their website that they're still in beta. So the blame is not on the website when you subscribe. You just read too fast.

2. Put the focus on your user
When I read "Join us for free" I don't read the value that's in it for me. However, when you change this to "Find your mentor" I know what I can get when I press the CTA.

3. Me vs You
According to ContentVerve, conversion boosted with 90% (!) when they changed a text from "Start your 30 day trial" to "Start my 30 day trial". This is because a person feels more connected to the word "my" instead of "you/your".

4. But it depends on the context
It can also sound if the website is going to do something for you. In the case of a job board, this might not be the case. If the CTA would contain "find my dream job" it implies that the website is going to find a job that suits you. But in this case, you have to pick it yourself.

5. Tell your user what happens when they click on it
This way they know what's going to happen when they click on it and what they can expect. Especially the help text "No signup required" lets them know you can directly start building a website when you click on it.

6. Make your CTA a Call To Value
A call to value is when you have a button which directly states the value you get when you click on it. With a call to value you also show them what they will miss when they don't sign up for your product or service.

7. Express what you offer in the CTA
I think this image is a good example of how you can play with a CTA. It tells you what you can do with the website and it does not include the word Free directly. However, in an eye blink, we still know it's free due to the help text.

It took me several hours to put this together! If you liked this, please send some love to this tweet:


    1. 2

      Thank you :) Haha, free promotion and good advice are always welcome :)

    2. 1

      Thanks a lot! Always happy to receive some feedback :)

      I have made the change now -

    3. 1

      No problem haha. Glad you liked the "no signup required"

      It actually 3-4x the amount of visitors who used the product.

      1. 1

        Do you mean that it tripled your conversion?

        1. 1

          Not exactly.

          We went from say visitor - sign up 5%

          Now it is visitor -> demo 15%+

          1. 1

            Ah ok, that's a huge increase in conversion!

    4. 1

      not at all, was interesting, thanks for the feedback. Have made the change

    5. 1

      Interesting take! I like the idea. I might steal it. :) Maybe I’ll try an A/B test.

      1. 1

        Eventually, only the truth will prove what will work best! A/B test is always good for copywriting and conversion optimization.

  1. 1

    Thank you so much! This is gold. Based on your post, I've changed my CTA. What do you think of my new CTA?

    1. 2

      Hey, no problem! I took a look at your website and CTA. The thing right now is, is that your Hero title, the caption underneath and the CTA don't have much connection. Let's break down my first responses on each of them:

      Build a strong, engaged team

      Okay, that might be interesting for me and my team. I want to know more about this.

      Let teammates appreciate each other and celebrate together.

      Yep, that would be nice, I wonder how I can achieve this.

      Boost company culture

      Wait what? I thought this was all about team bonding. I still have no clue about what this company does.

      I recently read an article from Unbounce about where to place your CTA. You can find it here. Your landing page might not be the best case to put the CTA above the fold because people don't know what you do yet. Only if you have a hot lead that knows what you do you might convert with the current CTA above the fold.

      I hope this helps you a bit. Don't hesitate if you want more feedback if you change something ;-)

      1. 2

        Thank you so much! That helps a lot. I believe very much in: "If you confuse them, you lose them". Therefore, I have simplified my CTA above the fold again. The article that you've mentioned is very helpful!

    1. 2

      Glad you liked it Todd!

  2. 1

    I'm a little confused with #1.
    Are you saying they should change the text to Start listening even if the user can't do that yet?
    Also I'm not sure what this sentence means: Beta's don't own only 1 CTA text

    Otherwise great list!

    1. 2

      Yeah I wasn't going to go there as it's possibly a bit pedantic.. but since you did I'll back you lol.

      As far as I can see, point 1 isn't a CTA difference its a functionality / feature difference.

    2. 1

      Hi @levidxyz and @Primer. No problem to ask this. My point is that even though you haven't launched yet, don't be scared to use something else than "Request early access" or "Sign up for beta". It's ok to use a CTA like you already have a product that people can access. Especially in the case of the page explains a lot that they are still developing the product.

  3. 1

    Some great examples here thanks for sharing @MrAtiebatie

    1. 2

      Thanks Gordon!👊🏼

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