CTA Meaning ? Irresistible marketing call to action examples

May 15, 2024

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CTA Meaning ? Irresistible Marketing call to action examples

Know those buttons that you just can’t help but click?!? Learn how to create ‘m here.

We’ve been creating and using Pardot email and landing pages since the platform became available in the UK. And we’ve designed websites and landing pages for 25 years. Today, I’m going to share what we’ve learned about what types of CTA get great result and how to develop your own.

CTA Meaning ?

What is a CTA

A CTA is short for ‘Call to Action’ i.e. a phrase or image that make a reader do something. Most often that’s clicking a button or a link. They are typically used on landing pages, but also in email, ad, app and social media post copy. There are links and forms with CTA, as well as pop-ups and slide-ins.

Marketing CTA simply means a CTA in the context of a marketing campaign. Here is a list of B2B CTAs use cases, that you can apply to yours business. But first, let’s look at what’s the secret to success.

Why marketing CTA

CTA’s usually refer to the button copy. However, look at its surrounding text as well. For example, Nomad Cooks with RoastMyLandingPage initially increased their conversion rate by 125% by adding a few bullets below the CTA button. The points removed readers’ hesitation to take action, and answered: what’s the price /head, will they clean up, and will they bring equipment?

They have since replace the small bullet points with a more elegant FAQ fly-outs that address some of these older questions and some new ones, as is illustrated here:

CTA Meaning | Marketing call to action examples of irresistible buttons that convert

The key is to keep it clutter free so that the emphasis remains on the CTA button.

Button design matters beyond the text. See ‘How to create a beautiful Pardot email button that converts‘, and learn which color outperforms others.

CTAs are great to get the sale in the first place. But don’t stop there. According to a study by Digital Oasis, customers are 16x more likely to share news about their purchase on social mediaif they see a CTA button on the post-purchase page.

How to write irresistible marketing CTA in Pardot Email or Landing Pages – Reason & Timing

I have hopefully now convinced you that you should really audit your existing landing page buttons and do some upgrading. I am sure that you and any marketer would love to know the secret to building successful Pardot landing pages CTA’s that actually work, right?!

The main secret for your business marketing is to pick CTA’s that from a prospect’s point-of-view are related to their next steps in their buying journey. Here’s a list of well-working landing page CTA’s.

10 marketing call to actions examples

CTA that work in attracting & nurturing prospects

  1. To register for your webinar: which will explain them options or discuss issues related to their next step. Depending on your webinar topic, this can be TOFU (top of funnel) of MOFU. There is value to finding leads early in their buying journey, but you’ll have to patient with them and you may invest a lot of energy for them going to tender, after you have given them extensive free advice.
  2. To schedule a demo: it appears your product offers a solution to their problem, so they want to know more. Suitable for Middle-of-Funnel or MOFU leads.
  3. To download of a useful guide or white paper: that might offer a framework for them to create a business case for their problem, or buy-in from others in the company?)
  4. To take a guided tour: to give prospects an opportunity to evaluate you and your products, software.
  5. To watch a demo video: allows for a great amount of information be conveyed in a short time, seeing is believing, can build a tremendous amount of trust.
  6. To sign up for product updates: keep the connection warm, even when they are not ready to buy your software today.

CTA that work in converting and upselling to prospects

  1. To get a call back from a sales rep: this means your prospect is very far in their buying journey. i.e. Bottom-of-Funnel or BOFU leads.
    • They are now shopping around to get quotes from 3 vendors, or would like to confirm that you should be one of the 3 vendors they should get a quote from.
    • Not everyone will be putting you in a competitive situation however. Some prospects already know what it’s like to work certain type of (discounting) vendors. They already learned the hard way that it’s best to go with the best, and that’s why they are contacting you. Be prepared for either scenario.
  2. To download sales collateral: which will educated / nurture your leads, but if this includes pricing information, it might well help you to convert and make a sale.
  3. To download a case study: builds trust, shows industry knowledge, shows you have done it before. Also good for easy sharing, to lift off images/tables/feature overviews for in-house presentations discussing whether or not to buy your products.
  4. To give feedback via a survey:- everyone loves to help, right? This is a smart way to let potential buyers get involved, and you’ll learn what is important for them, and you get the conversation going.

Other input & the formula that make CTA work

Besides being the right use cases presented at the right time, we also want to look a moment at semantics. What words to use to convert? There are 5 key ingredients to successful CTA script writing:

1. Write reader-centric. Besides the reason and timing aspects discussed above, reflect on the reader persona attributes: who is he/she, is she formal or casual, senior or junior, what words would she use herself.

2. Start the script with an action-verb. It will read as either a ‘command’ or ‘suggestion’.

How to create irresistible CTA for marketing that convert beyond imagination

3. Create urgency. Imply the reader needs to act immediate to secure the deal you are presenting.

4. Keep it short and simple. Shortest is best, usually.

5. Focus on key benefits. What would they get if they’d clicked?

6. Write creatively – although your words must match the persona you are trying to convince to click.

Ok. Are you good to go now armed with these formula’s for writing converting landing page CTAs, or might you like some actual marketing CTA examples. Ok then. Here are 25 that have worked for others.

Marketing call to action examples – copy text

Classic CTA | Creative Alternatives

We all know some of the classic call-to-action phrases, but these might not pull in all instances. Therefore, I’ve paired them up with some more flamboyant alternative marketing CTA examples to get your creative juices going. Adjust them to your liking, and be sure to build a sound test script.

CTA Meaning & marketing Call to Action examples of irresistible ones that convert.

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Pick the xyz that best suits you < followed by 3 buttons with options>.

These ideas are starting points – you want to optimise your configuration over time. Someof the key elements you will want to test via A/B testing in your overall landing page or email copy: header CTA, CTA button color, CTA button (and surrounding text) copy, button colour and ability to click away to another offer.

Common marketing CTA mistakes

  1. No CTA findable by the reader in the first 3 seconds. This can be… because the marketer forgot to add a CTA… or did not want to be ‘pushy’. The point is: readers are coming to your website or reading your email … to find answers. Remember, a CTA can refer to ANY step that furthers them on their journey, wherever they are on that journey. So, not having a CTA … helps no one.
  2. Button too tiny. For inclusion purposes and as visual aid and attention grab, be sure to make your buttons are big enough.
  3. Button does not stand out. Buttons too similar in color (and style) to the background may be overlooked by the reader.
  4. Image button not obviously clickable. Easy to remedy this by adding a text link next to it.
  5. Cluttered page. The button is fine but there is too much going on the page, that people don’t see the button. Be sure to evaluate your page in ‘live’ condition. This is particularly important for publishers who let Google Ads decide where their ads should go on your page.
  6. One-size-fits-all ..- buttons and click-through landing pages. In the world where ‘personalisation is the new gold’, start catering more to personas, segments,… if not segments of 1: personalised for 1 reader at a time. Salesforce software can help you with this. Ask us about it.
  7. Being mysterious. No one wants to click a link if they don’t know what to expect when they get there. (We see this a lot when QR codes are involved….) Instead, make the benefits of the click crystal clear on the page where you feature your button.
  8. Being ‘a lot of work’. No one wants to ‘work’, and everyone want to have fun and for things to be easy. So, look critically: are your CTA alerting to ‘work ahead’ or ‘fun ahead’. If it’s the latter, you know you’ re off on a good start. So, use low-effort words. And if possible: make it sounds like you are doing the work for them.

Final CTA Tips

How many CTA is enough?

1-3. Probably.

Where to place the buttons?

When using CTA as a marketing pro, you’ll probably want to have your first CTA above the fold. And another when readers have ‘considered’ what you are saying’, i.e. a bit further down the page. And a third, when they’ve read everything you are saying, i.e. at the bottom of the page. Consider creating CTAs’ as a mixture of buttons and links. Be mindful so as to not overdo it as you don’t want to look pushy, but instead appear helpful and giving.

We see a lot of situations where having 2 buttons side-by-side makes a lot of sense. One button is a high-commitment, and the other a low-commitment. E.g. sign-up vs. read more.

That’s it for today.

This article delved deep into the concepts of CTA – for Account Engagement aka Landing Pages and email in Pardot and other marketing automation packages. We hope you benefitted from this article. Want to get more free tips and techniques that’ll do the work for you? Check out: Landing page design best practices to convert visitors into clients. Want a chat or have us to do some of the legwork for you? Drum on the blue buttons below.

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