Date8th Apr 2014
CategoryMarketing Strategy/Marketing tips/News/
AuthorBoxed Red

5 ways to improve conversions using calls to action

What are calls to action?

Whether you want to drive traffic to your website, get your customers to download your latest whitepaper or forward your email campaign to a friend, you’ll use a call to action (CTA) to guide them through the process.

There’s more to CTA strategy than a simple ‘click here’ at the end of your marketing message, get this part of your customer journey right and it can help drive leads and revenue, increase sales and engagement or achieve any other goal you set yourself.

Read on to discover 5 simple ways you can improve conversions using the right call to action, in the right place, at the right time.

1. Be specific

Don’t let there be any doubt as to what your customer will achieve by clicking your call to action. If you want your customer to ‘Download full report’ then say so.

Replace ‘Click here’ or ‘Submit’ with ‘Click here for more information’ or ‘Download a brochure’ and you’ll be on to a winner!

2. Personalise

There’s no simpler way to improve your call to action than changing just one word. A recent study has shown that using the phrase ‘Start my free trial’ instead of ‘Start your free trial’ businesses experienced an increase in clicks by 90%.

Keep your customer’s needs in mind – asking a prospect to ‘buy now’ could scare them off when you’re offering an introductory quote but ‘get your quotation now’ wont.

3. Be visual

The placement of your call to action is vital – as is the look of the button or link. No matter how you present it, be it as a button, advert, anchor text or image, it needs to stand out in terms of colour, design and position and needs to leave your customers in no doubt about what you want them to do next.

4. Test

Testing will allow you to maximise the impact of your call to action and understand the preferences of your audiences to eliminate language and visuals that might not resonate as well with your customer.

Look at what’s working and consider using split A/B testing to try different calls to action on different segments of your target market.

5. Optimise!

If you’re aiming at a mobile audience, for example, don’t bury your call to action at the bottom of your page where users will be required to scroll endlessly to reach it.

Make it easy for your customer to flow through their journey with you, guiding them simply to the conclusion you want.

If you require any further help, you can come to us for expert advice… Give us a call on 01565 632 112 or email us at, we’re a friendly voice at the end of the phone just waiting to help you give your business a boost.

Let's work together

We work with clients from start-ups to household names.
If you’ve got a project, get in touch and we’ll get going!

Get in touch