Is your goal to increase sales, drive downloads, sign-ups, or email list subscribers?
No matter what your marketing campaigns goal is, you will need a compelling call-to-action to guide your visitor seamlessly towards the action you want.
Here at KlientBoost, we spend a lot of our time increasing conversion rates.
That’s why in this post, we’ll be comprehensively breaking down 60 call-to-action examples by website examples, landing page examples, email marketing examples, Facebook ad examples, Google Ads, AND YouTube examples. All backed up by data.
Plus, we’re sharing the link to the Facebook Ads Library so you can find examples at your own convenience.
A call-to-action, also known as a CTA, is something you’re asking the visitor to do, to perform a specific act, typically taking the queue of an instruction or directive (e.g. buy now or sign up).
The best call-to-actions will win over a user, and lead to a new customer or prospect in your marketing funnel (yay!). This makes a call-to-action a very powerful tool in a digital marketer’s toolbox.
According to Unbounce, 90% of website visitors read headlines and call-to-action copy.
We’ve found the same be evident with our Breadcrumb Technique.
If your CTA is too threatening for the type of traffic, your visitors will leave and not convert.
Every call-to-action serves a purpose and knowing what works and what doesn’t will change how you design your ads and landing pages.
As we dove deep into the many different calls-to-actions we found a few key takeaways:
- Only use a single call-to-action per page, form, email, etc. As soon as you introduce a second CTA, you worsen your visitors’ attention ratio and lessen your chance of them converting on even a single CTA.
- Your CTA should mirror the conversion temperature of your traffic. For example, if you’re a lawyer and your CTA is “Free Consultation” but your visitor is coming from a direct Display ad (cold), you’ll find that you won’t get conversions on a highly-demanding CTA, like a “Free Consultation”.
We did this research and shared it on stage at Unbounce’s Call To Action (CTA) Conference.
Cold traffic doesn’t convert well on a hot CTA, but hot traffic CAN easily convert on a cold CTA. For optimal performance, you need both to match in temperature.
- Consider the wording of your CTA. Let’s take the lawyer “Free Consultation” example.
Almost every lawyer offers a “Free Consultation”, but you may get better performance from your CTA if you define the wording around the outcome of what the visitor cares about.
You can still offer a “Free Consultation” – you’ll just need to call it something different on your marketing material. Here are some examples.
Injury Lawyer: “See What Your Case Is Worth” > “Free Consultation”
Divorce Lawyer: “Learn Your Divorce Rights” > “Get Confidential Help” > “Free Consultation”
Business Lawyer: “Get Your Questions Answered Now” > “Free Consultation”
- Many times, your CTA will be on a landing page form, but your form fields will be more threatening that the CTA itself.
Usually, any field that asks for name, email, and phone is a threat to the visitor because your landing page might not have answered enough questions yet for them to trust you to give their personal contact information. This is exactly why you hardly ever see a 51% conversion rate (obviously there’s more to it than that).
So instead, consider using The Breadcrumb Technique (fun video about it here too: https://www.youtube.com/watch?v=zF2FLIcQg_8) to break up your form in progressive increments of heat/threat, while adapting your CTA as well per step in the form process.
- In most cases, make sure your button color (where your CTA is) is the opposite of the background color of the page, website, email, etc. This is because we want your CTA to stand out.
- Lastly, the majority of button call to actions use the language of “Submit” – which is a very poor use of real estate space that could invoke more action had the words used been different.
- If you can personalize your CTA, it can perform 202% better than a generic CTA.
- Button-based CTAs can increase click-through rate by up to 28% over a link-based CTAs.
- A/B testing the language/words and the visual likeness of your CTAs will give you better, more reliable results that you can use to create the best CTAs possible for your audience in the future.
Landing Page and Websites
Many times, advertisers will use a custom landing page over their website, giving users fewer options to click away from a lead form or product page. Progressive uses this technique to drive leads with a concise “Get a quote” button. With the CTA button above the fold, a potential customer will know what next steps to take within seconds of landing on the page.
If you want to add a few extra words to your CTA button, consider adding additional copy underneath or next to the button to communicate that extra information like in this example from LeadPages. Copyblogger calls this type of text a “click trigger,” and cites a case study showing that click triggers can increase conversions: Simply by adding two-click triggers—one an anxiety-reducer about credit cards, the other a key benefit of the solution—FriendBuy now sees 134 signups for every 100 it used to see.
Teamzy’s landing page demonstrates that advertisers are not restricted to just one CTA button, in fact, it can have multiple on your web page! The two pink “Start Free Trial” and “Start Trial” buttons give users more clickable options to start a free trial.
Hotjar – an expert in conversion rate optimization on their own, gracefully demonstrates the popular “Sign Up” call-to-action on their homepage. To give their prospective customers a seamless experience, they have implemented a direct integration with Gmail allowing users to sign up in one click!
A good call-to-action tells a user exactly what to do. While the headline and images on a web page can compel the user to convert, a good call-to-action should tell them how. Chipotle executes this concept beautifully with its “Order Now” button.
Zara’s homepage takes a more fashion-savvy approach to your typical eCommerce call-to-action. Instead of coaxing users to buy right away, Zara’s homepage features a “View” button that directs users to Zara’s newest clothing lines. This nurturing approach takes the top of funnel users from the home page, to a more bottom of the funnel product page where a customer will choose their size, and then move on to check out.
Billshark’s homepage features a “Get Estimate” call-to-action under a savings calculator. This gives users a reward for taking the next step.
If your product is a SAAS, your customer journey might involve a longer cycle and a bit of lead nurturing. In this case, “Get a demo” is a popular call-to-action choice. “Get a demo” is both a descriptive and concise way to nudge your prospective customer in the right direction.
10. Yoga International
People love free things, so it’s not a surprise that adding “free” to your call-to-action can have a large impact on conversions rates. In this example, Yoga International adds “Get 30 Days Of Free Yoga” to stretch and lift their conversion rates.
Many times people are reluctant to sign up for a service because they fear hidden costs. Adding free to your call-to-action button is a non-threatening way to convince your website visitors to sign up, like in this example from Mint.
A free trial is a great way to introduce your product to a potential customer, as demonstrated by Netflix using a 30 Day trial in this example. This above the fold “Try 30 Days Free” clickable button is designed to get users in the door, then get them hooked. Plus, QuickSprout found that Red CTAs can boost conversion rates by 21%.
13. Checkbox Survey
Implying ownership can empower your landing page’s visitor to take the next step. Try to work the word “your” into your call-to-action if it makes sense. In this example from Checkbox Survey, we found that “Get Your Free Trial” saw a 37% higher conversion rate than “Get Started”.
When it comes to call-to-actions, you don’t have to stick to the tried and true “sign up” or “shop now”. According to Hubspot, personalized CTA’s perform 42% better than untargeted CTA’s. Hulu uses a green call-to-action button to encourage users to plan their own personal movie night.
15. Le Tote
Using inclusive language like “us” and “let’s” in your is a fun way to let your customers know that we are all doing this together, like in this example from Le Tote.
16. & 17. Etsy
Etsy isn’t afraid to get creative, and you don’t have to be either. Feel free to flex your copywriting skills in your call-to-action. In this example, Etsy uses “Shop the stars” to entice people to buy from their platform.
Make them smile might just be the nicest call-to-action you’ve ever heard. When customizing and tailoring your CTA button feel free to add an emotional pull to your copywriting.
Shop Now is an E-commerce call-to-action staple. It’s a clear and evident way to let your website visitors know that they can buy your product online, which is becoming increasingly important due to COVID.
19. Steve Madden
No product page would be complete without an add to cart call-to-action like in this example from Steve Madden. The add to cart is a pivot moment in the e-commerce sales funnel when the prospective customer shows intent to buy.
20. The Sill
The Sill’s simple Checkout call-to-action button is thoughtfully placed under the order summary. The Checkout button is essential to move your customer towards entering their payment method.
21. Banana Republic
Increasing Average order value can be a key component to marketing success. A larger average order value helps improve return on ad spend and grow revenue. Banana Republic uses a “Keep Shopping” call-to-action after adding an item to the shopping cart to encourage customers to buy more.
When promoting a sale make sure you have a call-to-action highlighting the sale’s value proposition. Like in this example from Manscaped where they execute a “Get Limited Time Offer.”
In this example from CCS.com, they use a clickable banner with a specific call-to-action telling a potential customer to “Shop Bags & Backpacks”.
Pop Up Offers
24. Yoga International
Yoga International uses a Pop-Up offer to capture more email addresses and drive free trial sign-ups. Full-screen call-to-actions, such as exit popups perform better than any other positions. The “Get Started” call-to-action gives the user an easy way to begin their yoga journey.
25. Hello Fresh
Hello Fresh takes a unique approach using a countdown timer to add a sense of urgency to their “Claim Offer” call-to-action. Applying urgency on a landing page helped one marketer increase sales by 332%. When you can, it’s best practice to add an element of urgency.
26. Forever 21
Forever 21 uses “Get 20% Off” to drive users to sign up for their mailing list and then receive the 20% off coupon in the form of an email follow up. This call-to-action highlights the offer, bringing the discount to the forefront of the customer’s mind. By using the word “Get” Forever 21 is implying that they are giving the customer a gift or something of value. Using a discount is a great way to increase conversion rates!
Yes, we are using ourselves as an example in our own blog post. Why? Because we practice what we preach. If you spend a sufficient amount of time exploring the KlientBoost website you’ll get prompted with a pop up that says “Get Your Free Proposal”. So what are you waiting for? Get your KlientBoost proposal today.
McKinsey & Company executed a study that showed the buying process happens 3 times faster from emails than on social media. This is why it is so important to have a strong, direct call-to-action to help build your email marketing list. In this example from Neutrogena, they leave little open to interpretation with their direct “Enter your Email” call-to-action.
Who doesn’t want a call-to-action that’s clear and transparent? Purple’s green “Sign Up” CTA button pops giving website visitors an easy way to sign up for more information. Since buying a mattress is such a big commitment, it’s important to nurture potential customers with helpful information.
Levi’s uses inclusive language to get website visitors to join their email list with their “Join” CTA button. Plus, they added in a 20% Off + Free Shipping offer to wrangle customers in. A “join” or join now CTA is a simple and friendly way to ask for email sign-ups.
Fashionphile uses the popular “subscribe” to drive new email subscribers. The pink button color on the white background really makes the call-to-action pop while keeping a consistent, clean design.
It’s important to include action phrases in your marketing emails. Call-to-actions in email campaigns are imperative to driving results from your campaign. In this example, Nike uses a product-focused image as the bulk of their email, with a concise black “Shop” button that truly pops.
34. 1-800 Contacts
Email marketing for companies like 1800 Contacts is especially important. It’s a way for the brand to say “hey, don’t forget you need these!”. In this example, the “Order Now” button does just that.
Another great approach to email marketing is sending your loyal email subscribers promotions. Airbnb uses a Redeem now call-to-action that really focuses on the action verb redeem. Also, using the word “now” expresses a sense of urgency that is echoed throughout the ad copy in the email.
36. Adobe Creative Cloud
In this example, Adobe cloud is using two calls-to-actions. Not only are they encouraging you to make something incredible, but they are also using a clickable button directing you to Save Now. So, not only are you going to make something incredible this summer but you’re also going to save along the way! This example demonstrates both intrinsic motivation and incentive.
Facebook & Instagram Ad Examples
1.86 billion people worldwide are connected to a small business on Facebook making advertising on Facebook a key component to many brands strategies. Facebook Ads are a great way to reach your target audience. Facebook Ads come with 17 predetermined call-to-action options that are sure to make you take the next step.
For eCommerce brands, “Shop Now” is the recommended CTA button for your Facebook advertisements. Brands like Zaful have built their entire business by acquiring customers through Facebook.
The Shop Now button is usually favored by brands looking for a direct eCommerce response. MVMT illustrates how the “Shop Now” Button can enhance your Facebook carousel ad. Pro Tip: You can point the “Shop Now” button to a different landing page for each card in your carousel.
“Learn More” is Facebook’s default call-to-action button, but that doesn’t mean it doesn’t work. “Learn More” requires little commitment from the ad viewer, and is a great way to nurture prospective customers by getting them engaged with your brand. “Learn More” tends to see solid click-through-rates and is used by large consumer brands like in this example from Coleman.
In this example, we check in on Facebook themselves to see what they are doing in their own ads. Here, you can see that Facebook is utilizing the “Learn More” to educate people about Facebook Groups for small businesses.
“Sign Up” is a great call-to-action for any advertiser looking to drive leads for a service. In this case, Billshark uses “Sign Up” to drive lead acquisitions.
Winc shows how to promote an offer with both the ad copy and the “Get Offer” CTA button. Promoting a discount on your first order is a great way to grow your customer base!
The “Order Now” CTA button might just be the best thing since sliced bread. Order Postmates while scrolling Instagram? Yes, please.
“Subscribe” is popular among news sources, magazines, and subscription boxes. This example from Bloomberg illustrates the “Subscribe” to drive subscriptions to The Athletic.
45. Sprout Social
The “Download” clickable button is direct and straight to the point. In July 2020, over 98% of active user accounts worldwide accessed the social network via any kind of mobile phone. So the download call-to-action is a great way to reach people when they are on their mobile device.
Offering a quote is a great way to get customers in the door. It’s a zero commitment call-to-action that is easier to get users to click compared to “Buy Now”.
47. AMC Theatres
“Get Showtimes” is recommended for movie theatres, plays, and concerts. AMC Theatres uses “Get Showtimes” in this example below.
“Listen Now” is a favorite of industry giants like Spotify, Apple, and Pandora. If you are promoting music, a podcast, webinar, seminar, or audiobook definitely use the “Listen Now” call-to-action.
49. Angry Birds
A less common CTA button that Facebook offers as a pre-set option when you are creating an ad in Facebook’s Business Manager is “Play Game.” If you are promoting a game or an app convince your ad viewers to have some fun, and use “Play Game.”
50. Pizza Hut
Promote your restaurant with the “See Menu” call-to-action like Pizza Hut does in this example. This is a top of funnel way to drive take out orders or customers to your restaurant.
51. Peacock TV
As streaming platforms like Peacock TV grow, the “Watch More” call-to-action is becoming increasingly popular. If you are promoting television, movies, or even just want people to watch your entire promotional video, use “Watch More.”
52. University of Phoenix
Use “Apply now” if your digital marketing goal is to drive job applicants, apartment rentals, or if you are a higher education institution like the University of Phoenix in this example.
53. Southwest Airlines
Airlines and hotels are big fans of the simple call-to-action “Book Now”. Southwest Airlines uses the action words “Book Now” in their ad to direct its users towards the next steps of booking a flight.
54. Wolf & Brown Law Offices
“Contact Us” is compelling and can be used in many cases. In this example, we highlight a law firm using the “Contact Us” call-to-action clickable button. If you are looking to drive phone calls to your business “Contact Us” is effective.
55. World Food Program USA
Many non-profit organizations use Facebook ads as a means to get donations towards their cause. In this example, the World Food Program USA shows how to utilize the “Donate Now” call-to-action.
Google Ads are often overlooked in conversations around call-to-actions. But here at Klientboost, we are absolutely obsessed with Google Ads. There is no reason you shouldn’t incorporate a call-to-action in your Google ad copy to increase your click-through-rates. You can even use A/B testing to determine which call-to-action drives the best click-through rates. These examples below will inspire you to spruce up your Google ad copy.
Many brands that have an eCommerce faucet use a “Shop” in their Google search ad copy. For established brands like Adidas, “Shop The Official Site” is a great call-to-action that not only encourages the user to take action, but also adds an element of authenticity to the ad.
Geico uses a “Get a Free Quote 24/7” in their Google ads headline. It’s important to work in an action verb to entice people to click on your ad. When writing your call-to-action remember that Google ad headlines have a character limit of 30.
58. Upside Avenue
In this example, Upside Avenue uses “Download Our Investment Guide” as a compelling call-to-action to help drive clicks to their site and generate interest from potential investors.
Asana uses a “Try Asana for Free” in their text ad. The best CTAs rope in their audience with an offer.
One of our last examples highlights responsive display ads on the Google Ads interface. Display advertising allows you to reach your target audience through visuals like images and videos on networks of publisher websites like the Google Display Network. When creating a display ad Google allows you to either automate customize your call-to-action with the options below.
Google Responsive Ads call-to-action text options:
- Apply Now
- Book Now
- Contact Us
- Learn More
- Visit Site
- Shop Now
- Sign Up
- Get Quote
60. Crystal Gemstone Shop
In this example, Crystal Gemstone Shop uses a “Shop Now” to drive direct sales from their display ad. If you are looking to drive sales from your Display ads, try using a remarketing audience for the best results. According to Kenshoo, consumers are 70% more likely to convert with retargeting.
Youtube has dedicated an entire ad overlay to call-to-action. A call-to-action (CTA) overlay is an interactive element that appears over an ad and can help drive clicks to your website. An overlay appears when the video starts and collapses into a thumbnail image after 15 seconds.
61. Felix Grey
Felix Grey shows how to utilize a call-to-action overlay in a Youtube TrueView in-stream ad. The Shop Now CTA gives users a way to take direct action from the Youtube ad. This option, as well as advanced targeting methods, is just another reason advertising on YouTube may work better for your brand compared to a more traditional approach.
Takeaways & How to put these examples into action
Now that we’ve seen 61 examples of call-to-actions let’s get into how to execute the perfect CTA in your marketing campaigns.
Every single campaign you run, on every platform or medium will need a CTA. Here are the key takeaways for constructing the perfect words to help spring your customers into action, and skyrocket your business.
How to craft an effective CTA:
- Determine Your Goal
- Use action words and verbs
- Ensure that your CTA is visible and above the web pages fold
- Add a clickable element or make your CTA into a button
- Always A/B test your CTA’s for continued success
Have you crafted the perfect CTA recipe? If so, what tactics did you use and what were the impacts on your business? Let us know below! 👇👇👇