Keep CTAs short, easy-to-understand and creative to boost conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2021, 5:10 PM UTC

Calls to action (CTAs) in emails increase clicks by 317%, enough reason for brands to focus on creating compelling CTAs.

CTA text must be short and to the point. For instance, when offering a free trial of their product to customers, brands must stick to CTAs like “Book Your Free Trial”. This also makes it essential for brands to identify where exactly the consumer is when the businesses approach them on their purchase journey.

To nudge clients towards a purchase, brands must feature CTAs like “Buy Today” and “Sign-Up Now” that evoke strong responses from customers. Incorporate deadlines and time restrictions while offering deals through CTAs to evoke a sense of urgency. Make sure that the CTA makes an offer that seems too good to miss and not too good to be true.

Use language that is easy to understand and not overly formal. Following Google’s Core Web Vitals update, brands must ensure their CTAs are optimised for viewing on all devices. Through A/B testing, choose CTA elements that the target audience responds to the most.

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