CTAs: How to craft the best call-to-action

You’ve designed and uploaded a great cover and reveal image using our fundamentals of design. Now what? The CTA!

Your call to action is the cherry on top of your beautifully designed experience. It can make or break your results. A great CTA can amplify the effect of your experience, but a bad CTA can kill your results before you’ve even gotten started. Average completion rates of interactive experiences with a great CTA are up to 4x higher than with a standard, static call to action!

So how do you craft the perfect CTA?

1- Use action words

Instead of “See more” or “Click here”, use something like “ Get your ebook now” or “Learn how to delight your audience”.

2- Make it descriptive

Make sure that your CTA copy inspires curiosity and intrigues your readers. Try something like “Get your dream lifestyle!” to really capture attention.

3- Tie back to your copy

For instance, if you run a holiday campaign, use something that ties back to the holiday. You can even try puns or humor!

4- Decide on a soft ask vs a hard ask

A hard ask is something challenging,  like “Order now” or “Become a member”.  A soft ask is more like “See more information” or “Shop our latest finds”. Soft asks tend to have better conversion rates, but sometimes a hard ask is more appropriate.

5- Use first person phrasing

You can improve your CTA’s click-thru by up to 90% by changing a statement from “my” to “your”.

6- Keep it short

A CTA that goes on and on and on is a huge turn-off, leading to a decreased click-thru rate. Keep your CTA short and sweet; a good rule of thumb is between 2 and 5 words. Your readers will thank you (with clicks)!

7- Use high contrast design

Your CTA should be eye-catching not only with its text but with its design. A high-contrast or bold-colored CTA can improve click-thru rates by up to 50%. After all, your audience can’t click what they can’t see!

8- When in doubt, “Learn More”

This CTA is a standby for a reason. It incites curiosity in the reader, especially if the content of your experience has already resonated with them, but is more specific than the not-so-great “click here” CTA.

Above all, make sure that your call to action makes sense for your design and what you want your experience to accomplish.

Want to see more? Check below for some of Zembula’s best-performing experiences.

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