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3 CTA Mistakes You're Probably Making

CTA’s are some of the most powerful tools that any business can use to market a product, service or brand. However, the true power of a compelling and effectively crafted CTA is oftentimes overlooked or ineffectively harnessed. A poorly crafted CTA can lead to missed opportunities for leads, conversions and brand loyalty. In this blog, we’ll explore 3 of the most damaging mistakes businesses often make.

But first, let’s talk a bit more about CTAs.


Why is a CTA known as a “Call-To-Action?”

A CTA is also known as a “Call-To-Action” because it is the words or instructions used to encourage audiences to take some type of action. It is what guides them into their next steps by telling them exactly what they should do. It is so powerful that it can also foster brand loyalty by encouraging trust through clarity, transparency, relevance, consistency, credibility and user-friendliness. Which may ultimately lead to higher engagements and conversions.  CTA’s are essential  for driving engagements, conversions and achieving specific goals based on the aim of the business. 

In this blog, we’ll talk about the most detrimental CTA mistakes that businesses and marketers sometimes make. 

But first, let’s try to understand a CTA’s purpose. 

 

What is the purpose of a CTA?

The main goal of any CTA is to drive conversions. Whether a business’ goal is to implement strategies that will lead to an increase in sales, lead generation, website traffic, or all of the above, CTA’s increase the possibility of turning visitors into buyers. If the CTA is well crafted, its potential to contribute to the company’s ultimate goal is unmatched.

A good CTA also directs user behaviors by acting as a guide by providing explicit instructions as to what they should do next. They also foster engagement by prompting users to engage with the content. Regardless of the specific instruction given by the CTA, its existence is essential to achieving a desired goal. 

Here are 3 of the most detrimental CTA mistakes that some businesses make;


1. Unnecessarily long and Unclear CTA’s

The number one tip when writing a CTA is to keep it short and clear. The recommended word length for a good CTA is five (5) words, anything longer than is considered to be too wordy and can actually discourage viewers from becoming buyers. 

It is also important that the CTA is made clear as if audiences are unsure of what they should do next, they won’t take any action at all. However, if the CTA asks for too much, making viewers work harder than they need to, then it’s also likely that they won’t stick around. 


Solution 

Keep your CTA’s to the point but also ensure that it gives clear instructions on what you would like the audience to do. If your CTA needs to be longer than five words, ensure that it adds value to the audience member. Your CTA should provide enough information to users,  however, it should not feel overwhelming to the viewer with too much information or too many requests. In addition to this, your CTA’s should also give customers a reason to click. What will they get in return if they follow the instructions of your CTA?  How can you make it feel urgent? For example, instead of writing ; “Don’t miss out on this incredible opportunity to SAVE BIG!” this CTA could say; “Buy now and get 50% off.”

2. Using the wrong words in your CTA’s

The wrong use of words in a CTA is one of the most common mistakes marketers make when crafting CTA’s. One cause of this occurrence is the lack of knowledge or understanding about the targeted audience. With this error, marketers are therefore unaware of the appropriate tones that resonate with their target audience as well as the appropriate words. Another pain point associated with this mistake is the misalignment with user intent. This means that the CTA fails to address the need(s) of the user or the stage of their buyers’ journey and as a result, the user refuses to take action based on that poorly crafted CTA. 

Your CTA needs to tell the viewer exactly what they’ll get if they should click on a CTA button. For example; “Get a quote NOW” tells audiences exactly what will happen if they click the button, which is, they’ll be able to immediately get a quote. 

Using the wrong words in a CTA can result in a decrease in Click-Through, Engagement, and Conversion Rates (CTR), as well as the fact that audiences may develop a negative perception about the brand or business. It is also essential that brands and marketers use words that not only align with the target audience, but also align with the contents of the page. 

Solution 

When communicating with audiences it is imperative that you know and understand the target audience well. Conduct research and use data to obtain information about the audience and their preferences. Who follows your content? What do they have in common? What are they into and what are they looking for?

Another way to fix this problem is by remaining consistent in content and tone when communicating with audiences. Consistency encourages trust and brand loyalty which in turn reinforces the relevance of the CTA.


3. Placing CTAs in the Wrong Location 

Placing the CTA in an effective location is essential if businesses want conversions.  If CTAs are placed in the wrong location, it can easily cause frustration among viewers which can result in audiences leaving the page. 


Solution 

Place CTAs at logical points that align with the contents found on the page. Allow the page content to naturally lead users to the CTA.  For example; If the content introduces a problem, the CTA should address the problem as well as provide benefits.  Additionally


How to write a good CTA


Keep it short , clear and simple

  • Ensure it is easy to understand 
  • Avoid using jargons or complex language 
  • Clearly communicate the action you want users to take.

For example: “Start NOW!” “Subscribe,”  “Download”.

 

Highlight Benefits:

  • Tell audience members what they’ll gain if they take the required action. This is sometimes referred to as the value proposition. 
  • Use a persuasive language to convey the benefits.

For Example; Get 50% off your first purchase” “Start your free trial TODAY!”.


Create a Sense of Urgency:

  • Incorporate time-sensitive language to create a sense of urgency and encourage immediate action.

For Example; “Limited Time Offer,” “Act Now” “Don’t Miss Out,” “Get Your Discount TODAY!”.

 

Test Different Variations 

  • A/B test different variations. Extrapolate data and then use its results to determine which CTA performed the best. 
  • Optimize data based on the results. 


Make it Visually Appealing 

  • Use design elements that will help your CTA stand out 
  • Use a persuasive language to convey the benefits.


Match your CTA to your Audience and page content

  • Ensure that your CTA aligns with your target audience in tone, words and language. The CTA should address their needs.
  • The CTA should also match the contents of the page it is found on. 


Optimize for all devices including mobile. 

  • Most users tend to visit social media and other online platforms on their mobile devices. Ensure that CTAs work effectively on mobile devices. 


Examples of Good CTAs for different contexts

 

E-commerce 

  • Shop Now!
  • Add to Cart 
  • Get 50% Off Today 
  • Buy One, Get One Free
  • Start Your Free Trial

 

Lead Generation 

  • Get Your Quote Now
  • Download Your Free Ebook 
  • Request a Demo 
  • Get Started Today

 

Social Media:

  • “Follow Us for More Updates”
  • “Like Our Page”
  • “Join the Conversation”
  • “Share Your Story”
  • “Tag a Friend”

 

Email Marketing:

  • “Claim Your Discount”
  • “Read Our Latest Newsletter”
  • “Get Your Free Trial”
  • “Unlock Your Special Offer”
  • “Subscribe for Weekly Updates”

 

Service-Based Businesses:

  • “Book Your Appointment”
  • “Schedule Your Consultation”
  • “Request Your Quote”
  • “Explore Our Services”
  • “Contact Us Today”

 

Exit Intent Pop-ups:

  • “Wait! Don’t Leave Without Your Discount”
  • “Stay in the Loop – Sign Up Now”
  • “Before You Go, Unlock Exclusive Content”
  • “Get 10% Off Your Next Purchase”
  • “Subscribe for Updates and Offers”

 

To Wrap Up

It is almost impossible to drive sales without using CTAs. A successful digital marketing campaign is highly dependent on how effective a CTA is. With a strategic approach to CTAs, you’ll not only capture the attention of your audience but also guide them towards taking meaningful action, ultimately driving business growth and success.

One way of ensuring that your CTA’s stand out is to make them visually appealing by creating stunning designs. At NoLimit Creatives, we create designs that are built to convert. Plugging us into your workflow is easy, seamless and guarantees satisfaction.