5 EXAMPLES OF EFFECTIVE CTAS ON LANDING PAGES

 

The call to action on a landing page, also known as CTA, serves for marketers as the finishing line of a customer journey. It’s a targeted persuasion influence on a hesitant client, intended to push them to the desirable decision. Often mistakenly overlooked due to the average CTA conversion rate being 2.4%, businesses tend to miss a plethora of opportunities. For example, 70% of small business B2B websites lack a CTA at all. 

Crafting an appealing CTA is no less than an art involving a deep understanding of design, psychology, and strategy to motivate action. But what makes a CTA truly effective? How can one design a high-converting CTA? And where should this pivotal element be placed for maximum impact? Fortunately, the IM4U team is here to reveal the process of CTA optimization and CTA design, offering a compelling breakdown of both the theory and practical aspects of CTAs alongside the much-needed answers to these questions.

5 LANDING PAGE CTA EXAMPLES

Let’s go bold and dive straight into the thick of it. We firmly believe that gaining some watchfulness and initial expertise about the best CTA for landing pages will serve us great as the foundation for any theoretical insights to land on. By analyzing some of the best landing pages of 2023, as highlighted by the Search Engine Journal, we can uncover the secrets behind their effective CTAs. Each example demonstrates a unique approach to CTA design, placement, and copywriting, offering valuable lessons on how to craft a high-converting CTA. Here, we break down what makes these CTAs stand out and how they contribute to an impressive CTA conversion rate, providing actionable insights for businesses looking to optimize their own landing pages.

Netflix

Netflix masterfully places its CTA on the landing page’s front and center, ensuring it’s the first thing visitors see. It seamlessly blends the promise of vast streaming options with effortless accessibility. Why their CTA effective:

• The landing page cleverly showcases immediate benefits visibility in both the background visuals and the introductory sentence.
• The phrase “Watch anywhere. Cancel anytime.” effectively reduces the persuasion pressure, fostering a sense of freedom and control that appeals to customers.
• With a simplified sign-up process through a single-field form, Netflix makes starting the subscription process seem incredibly easy and inviting.

Blue Apron

Blue Apron, a leading home meal planning and delivery service, leverages its landing page CTA to communicate the simplicity and value of its subscription plans effectively. This CTA design is a prime example of clarity and strategic information density, making it a powerful tool for converting visitors into subscribers. Here, what’s so special:

• The CTA copywriting skillfully addresses multiple customer concerns in one fell swoop—appealing to quality-conscious, health-conscious, ethos-conscious, and cost-conscious customers.
• By employing a CTA button in a complementary color scheme that still contrasts with other elements on the page, Blue Apron’s CTA design catches the eye immediately.
• The CTA text manages to be straightforward yet packed with crucial information about Blue Apron’s offerings, exemplifying best practices in CTA optimization.

DropBox

Dropbox, a renowned file hosting and management platform, employs a CTA on its landing page that goes beyond mere functionality to illustrate the platform’s transformative impact on users’ capabilities. Here are their CTA’s obvious merits:

• The landing page CTA is supported by an animated demo that clearly communicates the advantages of using Dropbox, focusing on how it enables users to work more efficiently and creatively.
• The user-centric CTA copywriting cleverly shifts the focus from the services Dropbox provides to the capabilities it enables for the users. 
• By making the CTA button for the free trial more visually striking than the one for direct purchase, Dropbox tactfully removes the emphasis on profit and invites users to experience the service without feeling pressured.

Wealthsimple

Wealthsimple, a prominent online investment management service tailored for Canadian users, exemplifies how to align CTA design with brand ethos and user needs. Recognizing the often stressful nature of money management, their CTA strategy is aimed at fostering clarity and calmness and here is how:

• Reflecting its brand promise, Wealthsimple’s CTA copywriting employs straightforward and accessible language. This approach demystifies the process of investing, making the proposition of financial management seem within reach for individuals at any level of money literacy.
• The frequent use of “we” pronouns in their CTA texts fosters a sense of companionship and reliability. 
• By condensing the call to action on the landing page into one direct, simple sentence, Wealthsimple manages to make the prospect of managing finances seem not only effortless but also inviting. This effective CTA serves to lower barriers to entry.

Going

Going, previously known as Scott’s Cheap Flights, is a service that offers users exclusive deals to save significantly on flights. The platform’s landing page CTA is an example of their understanding of CTA best practices, specifically in addressing customer needs directly and a strong focus on their purpose, by utilizing the following tricks:

• Going places a strong emphasis on solving a primary consumer concern: saving money. Their CTA strategy is finely tuned to highlight this benefit.
• The CTA text utilizes numerically driven messaging (“Save up to 40-90%”, “saving hundreds on airfare”), directly appealing to cost-conscious travelers.
• The use of green in the CTA design not only catches the eye but also subconsciously reinforces the message of money-saving, tapping into the color’s association with dollars. This choice of CTA color strengthens its appeal.

BEST PRACTICES FOR LANDING PAGE CTAS

After looking at some top CTA examples from different business industries, it’s clear that a good call to action on a landing page can really help a brand connect with people and get them to make a desicion. While each company might change its CTA strategies over time to suit its goals, there are still CTA best practices that work for everyone. These key tips can help anyone make their CTAs better, whether you’re improving an existing one or creating a new one from the ground up. By following these practices, you can make your CTAs more effective and increase your chances of getting more conversions. Remember, refining your CTA is an ongoing process that lets you keep improving as your business grows.

Copywriting for landing page’s CTA

The CTA text on a landing page stands apart from other marketing texts due to its unmatched focus on clarity and specificity. Unlike broader marketing messages, a CTA employs direct and strong word choices, urging the visitor towards a specific action. CTA copywriting is also based on benefit-oriented language, highlighting the immediate value or solution the user will receive. Additionally, it often leverages messaging of urgency or scarcity, subtly nudging the customer to act quickly to seize an opportunity or avoid missing out. 

CTA placement on landing page

Strategic CTA placement requires careful consideration of the user’s journey and the page layout. For instance, placing the CTA above the fold ensures visibility without scrolling. Such a call to action on a landing page is ideal for straightforward offers or when the value proposition is clear and compelling from the outset. However, for more complex services or products, positioning it after detailed information about the offer and its benefits can lead to a higher CTA conversion rate. 

CTA design: color, size and fonts

When it comes to CTA design, its attributes should be chosen with utmost precision to avoid creating any dissonance with the overall page aesthetic or the business niche. A well-chosen CTA color should stand out against the page background yet complement the overall design palette. Similarly, the size and font of the CTA text should be balanced to ensure readability and prominence without overwhelming other important content. These elements must harmonize with the page’s visuals and the brand’s identity, creating a high-converting CTA.

Test your CTA and improve your conversion rate effectively

Implementing CTA A/B testing is critical for optimizing its effectiveness, enabling you to identify which variations resonate most with your audience. Adjusting the CTA design, text, or placement based on actionable data can significantly impact user response. It’s crucial to track CTA metrics such as click-through rates and conversion rates to gauge the success of your efforts. Ultimately, adapting your approach based on CTA analytics ensures it effectively drives the actions you desire from your audience.

CONTACT IM4U TO CREATE CONVERTING LANDING PAGE

At IM4U, our broad expertise in digital marketing positions us as the perfect partner to elevate your online presence. Whether you’re aiming to enhance your brand’s visibility, boost your CTA’s conversion rates, or develop high-converting CTAs from scratch, our team is equipped with the knowledge and tools to help you succeed. Contact us to discuss your business objectives and explore the tailored solutions we can offer. Let’s collaborate to craft a digital strategy that propels your promotion on the Internet and achieves your ambitious goals.

CONCLUSION

As we’ve explored through various examples, the right combination of CTA design, placement, and copywriting can significantly enhance your engagement and conversion rates. By adhering to CTA best practices and continuously testing and refining your approach, you can craft calls to action that resonate deeply with your audience. Remember, the goal is to make it as easy and compelling as possible for visitors to take the next step. With strategic thinking and creative execution, your landing page with a contact form or CTA can become a powerful tool for converting prospects into loyal customers.