Top Call-to-action Models That Gave Best Results in 2021
If your lead generation campaigns, emails or landing pages generate weak results, very often there is one common reason for their poor performance – the non-effective call-to-actions or their absence which is a big mistake by marketers. The job is getting even tougher when you realize that simply putting a call to action is not enough. Users are much more informed than ever before and only few would convert from simple or trite messages such as “buy now”, “order now” or “subscribe”. In 2021 you needed something more to attract their attention and drive actions that are valuable for your business. Below you can find some useful tips how to write the best CTAs that have turned into a trend in the past year.
1. Provoke the curiosity of users
It has been proven that curiosity makes people buy more even on a subconscious level. The desire to know something can turn into a powerful magnet for a user to click on your call to action and see what you have to offer to them. The secret to boosting your CTR when leveraging curiosity is to tell people what you do and how you do it but without revealing too many important details.
Experienced marketers and copywriters know that more often people take emotional decisions to make purchases and later justify them in a rational way, as Neil Patel defines the pattern of emotional buying. Then why not trying to evoke the curiosity of your target audience and influence the emotions of your users with your copy and your CTAs? Some good words to include in such messages will be “bonus”, “free”, “instantly” or “new”.
2. Offer a free trial
If you can offer a free trial for your product or service, then this is your most promising option to drive conversions. It is not a surprise that offering a sale during the first interaction with your users will most likely result in a bounce, but if you have a free e-book or a 14-days’ trial, for example, this can grow your audience and lead to high-value, loyal customers.
When choosing to offer a free trial in your CTA do not forget to take care of users during this period to make sure that they will upgrade or pay in the end. Be there for all their questions and uncertainties and prove the value of your brand. A tricky question might be whether to choose a 7, 14 or 30 days as your trial period, but it all depends on your business. We suggest trying A/B testing to explore what type of offerings work best for your and your target buyers.
3. Dramatize a problem before giving the solution
What problem does your product solve? What would someone miss if not using it? Describe a common issue that your desired buyers have and try to explain how it evolves and worsens in time. Now, tell people that they can actually avoid going through all of this if they decide to trust your brand and offerings.
Sometimes, however, you have not yet identified a specific problem that you want to put on the table. Then you need to discover what your potential customers might suffer from, educate them in a given field or raise their concerns with some news or statistics related to their industry. This tactic enables the field for creativity, as long as you don’t go too far with making up irrelevant or non-realistic issues.
4. Leverage the concept of social proof
This one will give you a little “unfair” advantage since it goes beyond your brand or product features. Instead, it attacks humans’ desire to belong to a group, especially to a group that is already receiving many more benefits and is experiencing more success.
Social proof is based on the idea that people tend to copy others’ behavior and follow the crowd, especially when it comes to new trends or actions that bring a reward. Having mentioned this, can you offer to your customers a deal and instantly reward them for buying, subscribing, or signing up? When leveraging the social proof concept you may also tell your target audience the number of users who already rely on you or the number of times they have visited or purchased from your store.
5. Put the benefit in your CTA
A major reason for low click-through rates is the poor message that marketers give on CTA buttons and links. Instead of pushing people to sign up, order, or read more, you may switch to putting a specific benefit to tell users what they are getting by clicking on it.
For example, if you offer exclusive free content on your newsletter and you want people to subscribe, you may place a text on the button such as “Get free exclusive content” or something similar instead of “Sign me up” or simply “Subscribe”.
When writing benefit-oriented CTAs you may also think of the results that users will achieve in future after buying or converting, e.g., “Get a 13% increase in sales in just 2 weeks”.
6. Use a cliffhanger
“We can’t wait to tell you how good this one is…”
Here is one more idea by Neil Patel that will definitely make your copy and CTAs stand out. What marketers can learn from books and movies is the technique that makes the audience eager to turn the next page or watch the next episode.
If you can make people enthusiastic about your next step, email, or blog post, then you have done half of your job even before writing the CTA. Going back to the beginning of this article, people are curious by nature, but they get even more curious when you leave the story open and offer them the chance to “reveal” what happens next after they engage deeper with your brand.
Got some good ideas on how to use this in your business? Remember that you can turn any piece of content into a cliffhanger to make users want more and more from you.
Being on this blog post, you are probably looking for ways to improve your CTR and drive more conversions for your business. Take a look at some other good posts that we have for you: