How to Improve Your Click-Through Rate (CTR)


Mojca Brezigar
Mojca Brezigar

Conversion Copywriter

How to Improve Your Click-Through Rate

Table of Contents

1. What is a call to action?

A call to action (CTA) is a line of text that prompts a website visitor, email recipient or a person who has seen an ad to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a resource.

Call To Action may be expressed in a few words, or it can be in the form of a phrase like “Shop now,” “Sign up here,” or “Add to cart,” for example.

Example of call to action add to cart

Source: Cake it

2.Why is CTA important?

CTA is an essential element of your landing page because, with a clear CTA, the audience may know the next step, leading to clarity and more conversions.

When increasing your conversion rates, simply adding a “shiny button” won’t do the job. Your Calls-to-Action must be tailored for each campaign to maximize success.

Cta must be tailored for each seperate campaign
Cta example of soria natural

Source: Soria Natural

Cta example of Cake it

Source: Cake it

3.To effectively use CTAs in the funnel, it is crucial to match the CTA to the stage of the buying process that the prospect is in

The buying process can be divided into three main stages: top-of-funnel, middle-of-funnel, and bottom-funnel.

One common mistake in using CTAs is using top-of-funnel CTAs for bottom-funnel prospects. Top-of-funnel CTAs are meant to attract and engage potential customers in the early stages of the buying process and may still need to be ready to make a purchase. On the other hand, bottom-funnel prospects are further along in the buying process and are more likely to be prepared to make a purchase.

So how should we use CTA in each stage of the buying process?

Top-of-funnel: In the top-of-funnel stage, prospects are just becoming aware of a problem or need and are looking for more information. Top-of-funnel CTAs should be focused on attracting and engaging potential customers. Examples of top-of-funnel CTAs include “Learn More” or “Sign Up for a Free Trial”.

Middle-of-funnel: In the middle-of-funnel stage, prospects are evaluating their options and considering different solutions. Middle-of-funnel CTAs should be focused on providing more detailed information and building trust with the prospect. Examples of middle-of-funnel CTAs include “Download a Whitepaper” or “Watch a Demo”.

Bottom-of-funnel: In the bottom-of-funnel stage, prospects are ready to purchase. Bottom-of-funnel CTAs should be focused on closing the sale and converting the prospect into a customer. Examples of bottom-of-funnel CTAs include “Buy Now” or “Contact Us for a Quote”.

4.Different Ways to Use a Call to Action according to the conversion goal

Depending on your campaign and what industry you are in, your goals differ, and here are some of them:

Lead Generation: If your goal is to generate leads, you can use CTAs in the form of forms or pop-ups that collect user information such as name, email address, or phone number. You can also use a CTA as a link or button that directs users to a landing page where they can learn more about your product or service and submit their contact information.

E-commerce: If your goal is to drive sales, you can use CTAs as buttons or links that direct users to your online store or specific product pages. You can also use a CTA in the form of a pop-up or chatbot that promotes a sale or special offer.

Gaining subscriptions: A CTA that focuses on gaining subscriptions could include language such as “Subscribe Now” or “Sign Up for Our Newsletter.” This type of CTA should be prominently placed on your website and easy to find. Additionally, consider highlighting the benefits of subscribing, such as exclusive content or promotions, to entice visitors to take action.

Content Downloads: If your goal is to get users to download a piece of content such as ebook, you can use CTAs as buttons or links that direct users to the download page. You can also use a CTA in the form of a form requiring users to submit their contact information before accessing the content.

Increasing registrants: A CTA focusing on growing registrants could include language such as “Register Now” or “Sign Up Today.” This type of CTA should be placed on pages related to your event or service and should be easy to find. Additionally, consider highlighting the benefits of subscribing/registering, such as early access or exclusive discounts, to visitors to take action.

Free Trials: If your goal is to get users to sign up for a free trial of your product or service, you can use CTAs as buttons or links that direct users to a registration page. You can also use a CTA as a pop-up or chatbot that promotes the free trial and encourages users to try it out.

5.Creating a perfect call to action (CTA) requires taking into consideration several key elements

Make it action-oriented: Use active verbs and imperative mood, such as “Sign up now” or “Join us.”
Be clear and specific: Specify exactly what the audience should do, e.g., “Download our e-book” instead of just “Click here.”
Keep it concise: Use short, concise language to get the point across quickly.
Make it relevant: Ensure the CTA is appropriate to the promoted content or offer.
Test and optimize: Continuously test different versions of your CTA to see what resonates best with your audience.

6.How to Design an Effective Call-to-Action (CTA) Button

A CTA (call-to-action) is often styled as a button a graphical element designed to prompt a user to take a specific action, and it streamlines the action required to convert with text that explicitly instructs the user to take a specific action, such as “Sign up,” “Download,” “Subscribe,” “Buy now,” etc. The purpose of a CTA button is to drive conversions and encourage users to take a desired action.

Cta example of Cake it

Source: Cake it

But your CTA doesn’t necessarily need to be a button—it could also be anchor text or an image …

Here are some tips to help you design an effective CTA button:

Make it eye-catching: Use contrasting colors and bold text to make the button stand out from the surrounding content. This will help draw the user’s attention to the button and increase their chances of clicking on it.

Keep it simple: Use simple, action-oriented language, such as “Sign up” or “Download.” This clarifies what the user is expected to do and helps increase the chances of them taking the desired action.

Make it prominent: Position the button in a prominent place on the page, such as above the fold or near relevant content. It ensures that the button is seen and makes it easier for the user to take the desired action.

Experiment with shapes: Try different shapes and sizes to see what works best for your audience. Some forms, such as rounded corners or a pill shape, maybe more eye-catching and encourage more clicks.

Where to place your CTA button?

Consider user behavior and content consumption when placing your CTA buttons. It is best to position them in a convenient spot that is easily accessible.

Following typical reading patterns, users generally read down the page, so it’s a good idea to have a CTA at the top near the headline and at the bottom of the landing page. If your landing page is lengthy, adding additional CTAs throughout the page can also be beneficial. Repeating the CTA is acceptable in this case.

Now you can play around with different CTA buttons and do some A/B testing to uncover your path to optimization.

Source: unbonce

Frequently asked questions about CTA

What is a Call to Action (CTA)?

A Call to Action (CTA) is a button or a link that encourages the user to take a specific action, such as making a purchase, downloading a resource, or subscribing to a newsletter.

Why is a CTA important?

A CTA is important because it helps to guide the user towards the desired outcome and increase conversions. A well-designed and strategically placed CTA can encourage the user to take action and ultimately drive business results.

What makes a CTA effective?

 An effective CTA should be clear, concise, and easy to understand. It should be visually appealing and stand out from the surrounding content. Additionally, the language used in the CTA should be action-oriented and motivate the user to take action.

Where should a CTA be placed?

A CTA should be placed in a prominent location on the page, such as near the top or bottom, where it can easily be seen by the user. It should also be placed in close proximity to the relevant content or product.

What are some common types of CTAs?

Some common types of CTAs include “Buy Now,” “Download,” “Subscribe,” “Learn More,” and “Get Started.” The specific type of CTA used will depend on the desired action and the goals of the business.

How can a CTA be tested and optimized?

A CTA can be tested and optimized by conducting A/B tests to determine the most effective language, color, and placement. Additionally, tracking metrics such as click-through rates and conversion rates can help to identify areas for improvement and inform future optimization efforts.


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Mojca Brezigar
Mojca Brezigar

Mojca is an expert in transforming words into gold - or as she likes to call it, Conversion Copywriting at ADGY!

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