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How to improve your call to action marketing strategy

Are you looking to increase your conversion rate? Check out our tips on how you can improve your call to action marketing strategy today.

Keep your CTA’s brief

When you are writing CTA’s you need to make sure that they are short and sweet. When creating your CTA’s stick to the point and try not to make them longer than four words.


  • “Get started”
  • “Learn more”
  • “Join free”
  • “Buy now”

Create urgency

Creating a sense of urgency is a great trick for boosting conversions.

There are a few ways you can do this:

  • Use time-related language: “shop now”, “start now” and “sign up today”.
  • Use words like “limited”, “reserve your spot”, “last chance” and “sale ends tomorrow”.
  • Add a countdown timer to show when offers are expiring.

Personalise your CTA’s

Personalising your CTA’s can boost your conversion rate by over 200%.

When you are writing a CTA subtly adjust the wording using the data you already have available. Think of the user’s location, and are they an existing customer or a new lead, and other relevant factors.

Use responsive design

Having a responsive design is vital. Especially as it is likely that at least half of your users will be browsing your website or reading your email on a mobile device.

Before you publish your CTA, make sure it is responsive on a variety of devices and works on different software.

Utilise contrasting colours and white space

To make sure you have an effective CTA, you need to make sure that it clearly stands out to your users.

Using contrasting colours is the easiest way to do this to make sure your CTA does not blend into the background.

Use plenty of white space and use a larger font so your CTA stands out from the rest of the text on your page.

Make your CTAs into a button

There are many ways you can design your CTA’s.

You can design your CTA with plain hyperlinked text, graphics, or photographs. However, buttons convert the best by far. So, if you want to get the best conversions, you should seriously consider creating a CTA button on your website.

Double-check your landing pages

You might have an awesome CTA but if the user clicks your CTA and it goes to a broken page, all your hard work is wasted.

That’s why it is so important to check your CTA after you have finished building your webpage or email, to make sure it works and goes to the right page.

Test and refine

To see what CTA performs the best you should always test and improve your CTAs continuously as you learn more about what works best for your company.

This is where A/B testing comes in handy. Split your audience in half and show them two different versions of your CTA. The version that converts the most, wins.


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