8 Call-to-Action (CTA) Tips That Will Increase Engagement and Conversions

Follow these 8 call-to-action (CTA) tips to build better ads that will encourage the user to engage with your ad.  You’ve put in a lot of effort to create an ad, but now you have to make sure it will help you achieve your business goals. If you are looking to build brand awareness, drive website visits or increase sales, the CTA in your ads is an important first step.

1. Design Matters.  Design your ad so that it’s easy for the user to follow, and so that key selling points and CTA’s are in just the right place.  The most effective design layout is called the “Z Pattern.”  Following this pattern, your most important information should be placed in the top left corner, followed by the top right, then center, then bottom left, and finally bottom right.  The arrows in the diagram below represent how the viewers eyes are most likely to read your ad.

2. Minimize the Risk. Make Them Feel Safe. Usually, clicking a CTA requires something of the user; a form fill or credit card in most cases.  Reinforcing your CTA with valid business reasons makes people less likely to second guess you or question the offer. As a result, you are more likely to garner the clicks you are looking for.

3. Instant Gratification. As humans, we desire instant results/gratification.  Use the psychology of instant gratification to appeal to those who are looking for quick solutions. For instance, the ad below offers a chance for the user to see how the product works on their own site! Talk about instant feedback!

4. Avoid Friction Words. Examples of “friction words” include, “Sign Up,” “Submit,” “Invest,” “Get Started,” and others like these.  Usually, these words signal more time and effort is needed from the user.  Cut to the chase and get user directly to your offer without the notion of added time or energy. 

5. Provide Proof.  The best proof is social proof.  The ability to show that many other people similar to them trust your content. Surround your Call to Action with “social proof” or other compelling testimonial that assures the user they won’t regret taking the next step.

6. Speak in the First Person. Try using “Me” or “My” instead of “You” or “Your.”  This feels more personal and consequently leads to better engagement.

7. People Don’t Like Being Told What to Do.  Instead of “Act now! Seats are Limited!” try a more ambiguous approach because people do not want to feel pressure.  “Reserve Your Seat Today,” is less aggressive and still implies that it could be gone tomorrow. 

8. Get Something Now. Similar to instant gratification, CTA’s that call to impulse buyers work great for ads.  Use the “Get Something Now” approach to engage impulse buyers.  “Get Free Brochure Today!” “Get Website Audit Now!” Simplify it even more if you can. For example, “Download Now.”

To learn more about how Alpha Media can help your ad performance and help you reach your goals, contact us.