The Big Three Elements of a CTA Button Every CTA button has three main elements to optimize: 1. Copy You’ll see many marketers throw some popular phrases on their CTA buttons and call it a day. Think “Sign up,” “Try now,” or “Get started.” They get the job done, but they don’t optimize the CTA to its fullest. To get the best results from your CTA button’s copy, you need to consider your CTA as a call to value. Explain how clicking the button will change your visitor’s world.
As Ross Simmonds demonstrates, you can turn a generic phrase like “Get started” into a customer-focused saying like “Plan your finances” or “Grow your following.” These phrases directly connect clicking the button with the main benefit the conversion provides. First-person language is another tactic that encourages visitors to convert. When ContentVerve rephrased a CTA to say “Start my free 30-day trial” instead of “Start your 30-day free trial,” they saw a 90% boost in their click-through rate. Another example you could use is “I want it!” instead of buy email list a second-person phrase like “Get it here.” Now, let’s combine the call to value and first-person language tactics.
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Here’s what they look like in action on a landing page for Firstleaf: Image courtesy of Firstleaf The phrase “Send me the best 3-pack” gives the visitor a feeling of control over their conversion. While many CTA buttons give the visitor a command (e.g., “Order a 3-pack”), Firstleaf’s button lets the visitor ask instead. This button also emphasizes that the visitor will get the best 3-pack, not your run-of-the-mill 3-pack. As you put these tactics into action, remember that your landing page audiences fall in different stages of the conversion funnel.