In need of a few call to action examples to use as inspiration for your next marketing campaign?
Every landing page needs a solid call to action to help drive sales and increase conversions.
In this post, you’ll find a bunch of call to action examples organized by type. And a breakdown of why each one works so well.
What is a call to action?
A call to action is the marketing term for the part of a landing page or form that strongly encourages potential leads or buyers to take a desired action, which is usually to complete a purchase or sign up for a website’s email list.
The reason it’s named “call” to action is because you’re calling your lead to take a specific action.
Here’s a simple example from the primary landing page for Apple TV:
The hero section of the page has a slideshow in which the first slide is a montage video of movies and shows the streaming service has.
The call to action is located in the bottom, left-hand corner: “Try it Free.” Clicking this button takes you to the streaming service’s signup form.
The call to action (CTA) even follows you as you scroll down the page as a floating bottom bar.
Why use CTAs in marketing?
So, why should businesses use CTAs on landing pages? Why wouldn’t Apple just put a simple “Subscribe” or “Start Free Trial” button in their menu?
It has to do with conversions, or more specifically, conversion rates. A page’s conversion rate is the number of conversions (subscribers in Apple TV’s case) a page receives divided by the number of visitors a landing page receives times 100.
So, if the Apple TV landing page receives 500,000 visitors and 15,000 of them subscribe, Apple’s conversion rate for that page would be 3% because 1,500 divided by 500,000 is 0.03. Multiplying that number by 100 turns it into a percentage, which is 3% in this example.
This means out of all of the visitors that landing page receives, Apple can expect 3% of them to convert into subscribers, hypothetically, of course.
All businesses should record their conversion rates for the most-visited landing pages on their site, then use CTAs to improve those rates.
You can even tweak CTAs ever so slightly to optimize them.
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