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How To Create Crazy Effective Call To Action Buttons Using Psychology

 

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Have you ever had an experience where you end up surfing through a random sales page, you are not even sure how you landed there but you are sure that you don’t need what they are selling. But 10 minutes later, you find yourself reaching for your credit card and buying the very same product. What just happened? My friend, you just witnessed the power of a series of psychology based effective call to action phrases that moved your mental needle from “I don’t need this” to “take my money now!!

effective call to action

 

What is a call to action 

Simply put it is something which inspires a desired action from your audience. It makes your audience take a step further into their customer journey. It can be text, image or a button. The outcome of an effective call to action (CTA) can also be varied. As a result of the call to action, people can buy your product or service, download a freebie, subscribe to your list, join your FB group or book a discovery call etc.

When you create a CTA, you are trying to trigger a readers’ emotions and influence an action. To ensure that your audience follows through you need copy that persuades and converts them.

An effective Call to action could be at the top of a page, throughout the page or at the end of a page. You can use them in a variety of mediums like sales pages, advertisements, landing pages, blog posts, videos and social media.

Where do you use it? 

Honestly, everywhere. Anywhere you want people to take an action, there needs to be a CTA. Your webinar sign ups, your opt-in landing page, your discovery call booking page, your sales pages and so on.

Do people really care about Call to action? 

Yes! CTA buttons are one of the first things on which split tests are run by businesses. And many studies have shown that they can affect anywhere between a few percent to
almost hundred percent of the results. But to say that one call to action button is the only thing that drives conversion would be remiss. You need consistent good copy and strategic call to action in various forms (text, buttons and images) to drive through that conversion.

But thankfully it’s not hard to craft compelling, converting and effective call to action buttons, because they are more science than art. Science of psychology and persuasion to be precise. If you keep in mind the buyer psychology then you would become a pro at creating call to action buttons that are crazy effective and get results.

Before I dig deeper into the 5 psychology based tips to craft a crazy effective call to action, let us talk about the features of an effective call to action.

Three features of an effective call to action 

It has context

This is where most marketers stumble. If you focus on your product or service rather than focusing on the specific benefits it will bring to your user, then the user won’t be motivated to take an action you want them to. For example if I said “sign up for my amazing newsletter”, I am focusing on my product but if I say, “join today to get free tips to increase your traffic”, then I am addressing a specific problem my users have. This provides them a context which motivates them to take an action.

 

It has the right words

This is a very subtle art. Choosing the right words that can tap into the emotion of your audience takes some practice and testing. You also need to know your ideal audience really well. If your audience is a freedom craving, digital nomad then instead of using the word “submit” for an email form you might want to use “I am ready” or “give me access now”.

It pre-empts the user’s questions about the call to action

Completing a call to action requires trust on your audience’s part. If they are required to hand over their payment details, home address or even an email, they might have some questions about your credibility and believability. They shouldn’t have to go hunting for those details which might lead to them not taking the action at all. For example if it’s a landing page where you are asking for your readers’ email address then adding some text above the CTA which explains that you take privacy very seriously or that they can unsubscribe at any time, would make taking the action easier.

Now that we have got that out of the way, let’s talk about the

How to create crazy effective Call to action buttons using psychology

The right colors

Color psychology is a whole field of study but without getting into the nitty gritty of it, let me tell you that a contrasting color to the existing colors on your page works best.

Based on the action you want your audience to take, you can also choose the color that ties with it. For example blue signifies trust, so if you want your readers to give some personal information that is the color you want to choose. Similarly orange symbolises immediate action, if you want your visitors to buy your product then that’s your color.

The right placement of CTA

With the right color your CTA button will stand out on your page but not if it’s hidden among a hundred other things. Not if a user has to scroll through the entire page to find that elusive button.

You should position your button prominently and a few times throughout the page.  Surround the button with white space, so that it can’t be missed. Place it in the most logical place where people expect to see it.

If you are using more than one CTA button, then highlight the one that is most important to you. People don’t like too many choices, so help them narrow it down.

The right design

First off, the button needs to look clickable, otherwise however pretty your design is, it’s not going to convert.

Buttons with rounded corners work better than buttons with rectangular corners because the former draws attention to the inside of the button while the latter draws attention away from the centre. Also people don’t like pointy things. Make sure your buttons are large enough to look clickable (especially on mobile) but not so large that they feel obnoxious.

 The right copy

Telling people where to click is good, but convincing them that they should click is a different story. To make them taken an action you need persuasive and irresistible copy. But the words you do put in should get the message across. How?

Keep it specific. The more specific your copy the higher the chances of people taking the action. Example, use “download the guide” instead of “download”
Keep it simple. You don’t have to use complicated words or difficult jargons. Use the language your audience speaks and make it easy for them to know the action they need to take.
Keep it short and 1st person. The CTA button doesn’t have a lot of space so don’t try to cram too many words in there. Also using 1st person, i.e. “give me my free toolkit” instead of “get your free toolkit” can improve conversions.

The right emotion

Human being are driven by their emotions and you need to keep in mind the emotions you want to introduce in your reader’s mind when they see your CTA. It can be urgency, scarcity, curiosity or excitement, but you need to give them a solid reason to click that button.

Introduce genuine urgency with words like “limited” or “now”. You can also make your product or service look premium or exclusive using a CTA like “Now closed”, “Members only” or “Request invite”.

Takeaway

There are thousands of call to action phrases that you can use to optimise your conversions but to find out the ones that work for you there is only one way. Testing, testing and more testing.

Want to have a handy reminder on how to create an effective call to action using psychology? Download your free cheatsheet below!

Which are your favorite Call to action phrases?

 

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