Include relevant actionable prompts in CTAs to improve click-through rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2022, 3:55 AM GMT+0

Personalising calls-to-action (CTAs) based on readers’ familiarity with the brand can drive conversions.

CTAs in marketing copy boost conversions by guiding consumers through the marketing funnel and offering clear instructions on what to do next. To optimise CTAs, keeping them brief with quick prompts is recommended. Create CTAs with actionable prompts like “get started”, “join free” and more to entice readers to click-through.

Crafting CTAs with words like “shop now” can help marketers add a sense of urgency and leverage the fear-of-missing out (FOMO) among prospective consumers. Using reverse psychology in CTAs by asking questions that highlight benefits can help marketers increase click-through rates (CTRs).

Create responsive CTA designs that are well-placed, use contrasting colours and white space, and include buttons with hyperlinks to drive clicks. Ensure the CTAs on landing pages work properly and A/B test them in real-time using AI.

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