10 Super Clickable Call to Action Formulas

Greg Miles | 30 September 2015

Increasing conversion rates is critically important to any successful online marketing campaign. Conversion rate optimisation is the process of  making your marketing and sales efforts more efficient, which means your business will make more sales without increasing your customer acquisition cost.

A key component of the conversion rate puzzle is an effective call to action (CTA). Call to actions have the power to convince or confuse your website visitors in those crucial moments running up to a sale. The aim is to get your prospects to the next stage of your sales funnel, whether it be to subscribe to your newsletter, download an eBook, request a consultation or make a purchase.

So if your generic, uninspired “click now” CTAs aren’t delivering the results you need, raise your game with these 10 super clickable call to action formulas.

1. Get Your Free [Something]

Instead of focussing on the action the prospect will need to take, use words that describe the value they will receive from taking the next step. Saying “Get Your Free Information” is more effective than “Order Your Free Information” because it focuses on what the customer will gain, rather than the effort it will cost them.

2. Start Your Free [Trial/Membership] Now

Here, the simple addition of ‘now’ at the end of the CTA adds urgency. The offer of something immediate might just give the prospect the little nudge they need to convert.

3. DO IT

Traditional text like ‘Subscribe’ or ‘Buy Now’ is mundane and lacklustre. Instead opt for a fun, fresh and bold CTA like ‘DO IT’, as championed by Dollar Shave Club here. This is far more stimulating and colourful, and also prompts an immediate response.

Call to action copy

4. Send Me The [Product]

First person CTAs that use “me,” “my,” and “I” are powerful because they connect the visitor to the products on offer. It might feel unnatural when you first start doing this, but a test shared by Michael Aagaard of ContentVerve revealed that “Create My Account” performed 26.55% better than “Create Your Account.”

5. Learn More

This classic CTA is effective because it appeals to one of our most fundamental needs: the desire for information. This is particularly useful for brands who need to educate prospects before making a sale. In some cases, a short, sweet and simple call to action is the way to go.

6. Get Started With A [Time] Trial

This opening can be used for almost any purpose. Users can “get started” with anything from downloading resources to a business assessment, but it’s important to keep the CTA relevant and make it clear what is actually being offered. If it’s a trial your offering, then including a timeframe will boost conversions.

The length of the trial could also have an impact on conversion rates. Conversion rates have been found to increase often, when a 30-day free trial has been changed to a 14-day free trial.

Call to action

7. Talk To Us

This is typically used on contact forms, but can be used for any offer that leads to dialogue. It uses friendly, approachable language, and is more compelling than the traditional “contact us” copy.

8. Give [Product/Service] a Try

This CTA is useful for businesses that offer prospects a free trial. The blasé approach uses casually persuasive language and reinforces the risk-free nature of starting a free trial. This is less intimidating than more direct alternatives such as “start free trial now.”

9. Be [Adjective]

Getting blog subscribers and newsletter sign-ups can be a challenge. Although you want visitors to “sign up” or “subscribe,” asking them to do so is dull and uninspiring. More creative alternatives like “Be Awesome”are much more appealing. This quirky and fun CTA creates immediacy in a fun and interesting way.

conversion rate CTA

10. Let’s Do it

This one’s similar to number three on our list, but the addition of “let’s” suggests the user would be entering a partnership. This implies that you’re going to help the prospect and work together to achieve their goals, which is a more compelling offer than “Begin Trial” or “Register Now.”

Over to You

What do you think? Any tips on how to create a clickable call to action?