Just so we\u2019re on the same page, here\u2019s an example of a CTA on Evernote.com:<\/p>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084941\/evernote-cta.jpg\")
<\/p>\n
When implemented correctly, CTA\u2019s are extremely powerful and effective tools when it comes to things such as:<\/p>\n
- \n
- growing a customer base<\/li>\n
- qualifying leads<\/li>\n
- segmenting an audience<\/li>\n
- increasing conversions or signups<\/li>\n<\/ul>\n
Generally speaking, each email, blog post or website page should have one main CTA<\/strong>. While it\u2019s perfectly acceptable to present users with multiple CTA\u2019s, you should consider organizing them according to importance. This order will help determine where you place each CTA and how you present them to the user.<\/p>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2016\/12\/30084729\/woman-sitting-with-laptop.jpg\")
<\/p>\nImportant features of an Effective CTA<\/h2>\n
From a 30,000 foot view, an effective CTA possesses a few important features to entice users to complete the desired action, rather than to continue scrolling past.<\/p>\n
Eye-Catching Design<\/h3>\n
An effective CTA should catch people\u2019s attention and contrast the rest of your page\u2019s design. No one will click your CTA if they don\u2019t notice it. Images and video are a great way to make CTA\u2019s stand out from the rest of the content around it.<\/strong><\/p>\n
Use Actionable Copy<\/h3>\n
Keep your copy short, sweet and to the point. It\u2019s also a good idea to avoid using jargon \u2013 follow the KISS rule (Keep It Super Simple).<\/p>\n
Also, please, please, please do NOT<\/strong> use the word \u201cSubmit\u201d or \u201cSubscribe\u201d on your button. Make it more actionable and exciting. If you\u2019re offering an ebook or free report, write something like \u201cGimme the report!<\/strong>\u201c, \u201cDownload the PDF<\/strong>\u201d or \u201cI want the ebook!<\/strong>\u201d<\/p>\n
Be Clear About the Offer<\/h3>\n
People should know exactly<\/strong> what will happen when they click on a CTA. If they\u2019re expecting a download, send them the download immediately. Autoresponders that send files to users are easily accomplished with most email marketing platforms.<\/p>\n
One final note on CTA elements: CTAs should be created with a specific stage of your sales funnel in mind. If you\u2019re writing a blog post aimed at brand new visitors, a CTA that talks about pricing or product demos would likely not do well at all. You want to introduce them to your brand and build trust and authority first.<\/p>\n
Where to Place Your CTA<\/h2>\n
There are a handful of options and different schools of thought when it comes to placing CTA\u2019s. The most common places for a CTA<\/strong> include:<\/p>\n
- \n
- Above the fold<\/strong><\/li>\n
- Below the fold<\/strong><\/li>\n
- Bottom of the page<\/strong><\/li>\n<\/ul>\n
Above the Fold<\/h3>\n
The \u201cfold\u201d refers to the bottom of the screen when a page first loads. Everything \u201cabove the fold\u201d is what you can see without having to scroll down the page and above the fold has become a popular slogan for a lot of digital marketers.<\/p>\n
I use an above the fold CTA on my homepage to direct users one of two places depending on whether they already have a website (they are directed to the blog) or they need a website (they are directed to my website design and development services).<\/p>\n
A great example of an above the fold CTA is one I\u2019ve mentioned before over at Pat Flynn\u2019s smartpassiveincome.com<\/a>.<\/p>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084938\/smart-passive-income-example.jpg\")
<\/p>\nYou\u2019ll notice a few important features of his CTA to make it actionable and enticing:<\/p>\n
- \n
- A bold headline:<\/strong> \u2026the crash test dummy of online business.<\/li>\n
- Complimentary subheadline:<\/strong> My experiments will show you how to build an ethical business fueled by passive income. Let\u2019s see what works!<\/li>\n
- Actionable button text:<\/strong> Get started here<\/li>\n<\/ul>\n
Below the Fold<\/h3>\n
There are times when it\u2019s not possible to fit your entire CTA above the fold. You may be presenting users with a long signup or quote request form and the button falls below the fold. Remember, the text of the button is important<\/strong> so we want to make sure<\/strong> the visitor sees it.<\/p>\n
In an effort to get visitors where you need them to be, you can use a directional cue above the fold. This tells the user there is additional important information below the fold.<\/p>\n
An example of a subconscious cue looks like this:<\/p>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084943\/cta-cue-714x1024.gif\")
<\/p>\nYou get the idea.<\/p>\n
Bottom of the Page<\/h3>\n
While I used to agree with above the fold, (and sometimes it is the right place) I believe the internet and its users have evolved<\/strong> quite a bit over the years. We\u2019ve become very accustomed to scrolling<\/strong>, thanks to social media websites like Facebook and Pinterest, as long as we know there is something further down the page worth scrolling<\/strong>.<\/p>\n
I know from personal experience that I tend to scroll immediately when a page loads in an effort to skim the page to find the piece of information I\u2019m looking for and if the content draws me in, I\u2019ll go back through and read it.<\/p>\n
I recently read an article on unbounce.com<\/a> that featured the following interesting heat map image:<\/p>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084934\/unbounce-heat-map-300x221.jpg\")
<\/p>\n - Complimentary subheadline:<\/strong> My experiments will show you how to build an ethical business fueled by passive income. Let\u2019s see what works!<\/li>\n
- Below the fold<\/strong><\/li>\n
- Above the fold<\/strong><\/li>\n
![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084945\/aida-example-209x300.gif\")
<\/h2>\n![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084931\/zapier-cta.gif\")
<\/p>\n![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084937\/stripe-cta.jpg\")
<\/p>\n![\"\"](\"https:\/\/d3eowvownfrz62.cloudfront.net\/wp-content\/uploads\/2017\/05\/30084933\/verizon-cta.gif\")
<\/p>\n