Cliffhangers. How do you create the perfect call to action?

how to create the perfect call to action to increase website conversions

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Wondering how to write the perfect call to action? Then this detailed article was written especially for you. It will attract your target audience to increase conversions.

One of the main reasons most landing and sales pages don't convert visitors to customers is because of a weak call to action without a sense of urgency..

Most B2B digital marketers don't use effective calls to action to drive website engagement. And even worse, some don't use them at all. According to Small Biz Trends, there is no call to action on 70% small business B2B sites. This is how they deprive themselves of an additional increase in conversions.

70 percent of sites have no call to action

 “It's time to focus your visitors' attention on simple and effective solutions that will increase conversions and make you an authority,” says Joanna Weebe.

In all fairness, writing a call to action message that encourages your visitors to take the right action is not an easy task. Developing a sense of urgency versus assertiveness is a fine line. The 8 tactics below will make it easier for you. 

Tactic # 1: Selling Trials.

Forget freemium. Use a free trial instead. There are certain calls to action that you can't help but click on. The "free trial" CTA tactic is one of them. This works especially well for companies that sell software as a SaaS service. For example, Sales Force.

Feel free to offer a free trial or free ebook. This is how you can convert visitors to customers through email marketing.

It is very important to guide visitors through every step of the buying process. This will help you determine what is effective and what can be ignored. There is a way to balance customer needs and objections that will help you increase your conversion rate.

Offer a trial version of the product on the website:

button offering a trial version of the product

When we launched KISSmetrics and CrazyEgg, we applied this tactic to expand our customer base. Shopify has grown its revenue 10x in 3 years and now has over 175,000 users, thanks in part to a 14-day trial.

offer a 14 day trial on the site

If you want your customers to take action, you must help them by removing every possible obstacle. Remember that they have many questions and they expect the right solution from you.

If you ask them to buy a product after their first encounter with your brand, the 84% of them will abandon your site. But if you offer them a free trial, you can increase conversions by 328%.

Please note that when using free trials in your call-to-action text, you must be careful not to lose users at the end of the trial period.

There is a study by Harald Van Herde, professor of marketing at Massey University, and colleagues from Tilburg and Maastricht universities. Household data of 16,512 clients were examined. The study found that a large percentage of users who signed up for a free trial did not upgrade to a paid, premium solution.

This data should alert you to pitfalls that may lie in wait for unwary software service providers.

By A / B testing and tracking performance metrics, you can determine the optimal time frame for your free trial.

Which one is best for you, a 14-day free trial or a 30-day free trial? It is hard to say. I don't know the nature of your business and how responsive and adaptable your ideal customers are.

So instead of guessing, check it out to see exactly which time frame works best for you and will lead to more conversions to your premium product.

Many top brands, regardless of their large customer base, still offer free trials to new users. For example, take a look at, a popular CRM software maintenance company:

call to action

Tactic # 2: Write a profit-oriented call to action.

Your call to action should offer some value to the buyer. Otherwise, your CTR will suffer. Let me explain how important this is using Google as an example.

You know that the Internet is primarily based on content. Why is Google so passionate about the value you provide in your content? This is because of the users.

People are desperately looking for the best possible answers when they use Google as their search engine. If they don't provide the correct answers, they'll switch to Bing, Yahoo, or another search engine.

Likewise, your call to action should be showing value to your users. If people aren't sure about the value of your CTA button, they won't click it.

After testing different labeling options for my CTA buttons, I decided to stick with the Any Action Button Benefit offering. At QuickSprout, I promised to help my readers "double their traffic in 30 days." Then on the CTA button, I ask them to click to watch the free course:

show the benefits of the product and offer a trial

Note... The location and color of the call to action buttons is just as important as the message. Many people have found that placing the consent box at the bottom of the copy works best. Other marketers get more conversions when the button is to the right of the consent box. And button color often works best in contrast to the main color theme of the page.

Is a red call-to-action button better than a green one for psychological reasons for your target audience? It is hard to say. Every element of the call to action should be tested, including the color and design of the buttons.

Tactic # 3: Demonstrate instant results.

Nobody likes to wait. I hate long lines at the airport or bank. You probably do too. 

This is why, if you want to grow your online business, you must make sure your customer service is up and running. 

A test of customer patience, for example with long latency, is 35% of what consumers call poor customer service.

Create a call to action

Customer satisfaction is the main reason you run a business. And instant gratification is the opposite of deferred gratification.

When ideal customers come to your landing page or store, they have questions. For example: "Will I get the most satisfaction out of buying this product or subscribing to the newsletter?"

In almost every other real-life context, delayed gratification is the key to success. We appreciate what needs to be worked on.

But when you sell a digital product online such as an e-book or software, even A short delay in providing people with what they want will negatively impact your conversion rate. 

You can offer a free ebook, teaser to attract leads for the sake of increasing conversions and clicks. Ultimately, this will force the consumer to give you their credit card.

If I go to your online digital camera store and buy a camera, I will not expect the product to appear in my hands immediately after pressing the action button. It is a physical product and you, as the seller, must arrange for shipping and other logistics. But if I buy software in it, I will expect it to download immediately.

Social media expert John Loomer understands how to use the power of instant gratification to get people to sign up for his email campaign. Its call to action is “Get an eBook,” and it works well.

call to action get an e-book

Russ Hennebury, Director of Editorial at Digital Marketer, strategically uses the power of instant gratification to create his calls to action. Its button text uses the two words "Download Now". It also uses a simple button design to evoke emotions in people and convince them to participate in a larger email campaign.

call to action download now

Tactic # 4: Awaken Curiosity.

When you leverage curiosity effectively, it will lead to more sales.

In 2014, Andrew Sobel listed 6 rules for awakening curiosity. One of these rules - narrate people, what you do and what results you get.

Design your call to action to make potential customers want to know what's on the other side of the call to action. They will click more readily, giving you the lead generation you want. And the higher your CTR, the more sales you will make.

A new study from the University of California, Davis suggests that when our curiosity is fired up, it leads to changes in the brain. They help us learn not only about the subject, but also about random information.

Increasing customer interest in your product isn't just luck. Emotional triggers such as trust, delight, surprise, fun, and most importantly, satisfaction make users curious.

For example, when people trust you, they are more willing to press the action button you want. Likewise, when people are happy with the text on your landing page or PPC ad, they will click because they see the benefit.

Curiosity makes us eagerly grab the offer. We can imagine reward and how it can improve life. It is an emotional quest to learn more, have more, and be more.

Copywriters know that people buy products emotionally and then justify the purchase with logic. If this is true, then you must use curiosity in lead generation. This will generate emotions that will convince your customers to make a purchase. Even when buying B2B, emotion is more important than logic.

Creating urgency also helps fuel curiosity. A sense of urgency makes people "get it now, before it disappears." Curiosity leads the user to seek rewards or benefits from such a free e-book. When both are present, you will always see higher CTRs and conversion rates for your offers.

When generating curiosity, you must be honest with your customers. 

When you promise to give users free videos, do so. Stick to your promise and your conversion rate will be high.

When writing a call to action, you need to find a way to combine these 5 compelling words:

  • You
  • Is free
  • Bonus
  • Because
  • Instantly
  • New

The KISSmetrics blog understands the impact of persuasive words. To encourage users to join the campaign via email, the text on the pop-up button contains a free offer:

word for free in a call to action

Tactic # 5: Make the problem worse and then offer a solution.

Research by 1st Financial Training Services showed that 96% of dissatisfied customers do not complain, but 91% of them will simply leave and never return.

Writing a call to action that encourages a customer to click and execute requires a deeper understanding of your audience. According to Lee Resource, "For every customer complaint, there are 26 other dissatisfied customers who remain silent."

Demian Farnworth shared a powerful copywriting formula to dominate social media platforms and captivate people's minds:

  • Define the problem
  • Escalate the problem
  • Suggest a solution

How can you use each of these elements to create a call to action that encourages your potential customers to purchase? Let's take a look at each of these elements. How can he improve the CTR and conversions for our calls to action?

  1. Define the problem: your ability to identify the dominant pain of your audience is critical. Once you understand the challenges they face, you can better find the right solutions.

One solution is to set up the landing page first. Then you can create a valuable lead magnet. For example, a free ebook or trial to convince visitors to subscribe. If you are planning to run a Google AdWords PPC or Facebook ad campaign, your landing page must be ready before you write your ad copy.

In this case, the main problem for your audience is not web traffic per se, but landing page optimization. If it isn't equipped to convert visitors to leads, no amount of traffic will help.

If your call to action doesn't mention customer issues, you'll get few or no clicks.

HelpScout is a site that understands its users and their main problem. The headline conveys the same: It acknowledges that many help desk solutions do not provide effective customer service. He assures users that HelpScout knows they do not want to agree to such a solution.

a call to try and feel the difference

Help Scout invites users in its call to action to “see the difference” between the solutions of other support services and their services.

Find a way to identify what your ideal customers are struggling with and use that to attract them to your offer.

2) Escalate the problem... After you have identified the dominant problem, but before proposing a solution, you must excite it. To "wake up" means to arouse interest or anxiety.

If you don't address the issue right away, creating a sense of urgency, consumers won't be encouraged to reach out to you. A recent Forrester study shows that 45% US consumers will abandon online transactions if they realize their questions or concerns have not been resolved.

Your target audience may not be aware of the consequences of the symptoms they experience as a result of their problems. If so, it is your duty to inform them about it.

This copywriting technique has long been used by Dan Kennedy, Ted Nicholas and other famous copywriters.

Here are two examples of a worrying problem from Robert Stover:

Remember, you can raise the issue in the title, subtitles, and bulleted list of the landing page. Each of these elements will either increase or decrease the number of conversions for your call to action.

If your target audience is business owners who are tired of creating content to drive traffic to boost their sales and all to no avail, you can benefit from this when writing your landing page title. Your title might be something like this:

Stop writing more content. Use this 3-step formula to turn your legacy content into a lead generation machine!

3)... Suggest a solution: this is the last element that can strengthen or break your call to action. You have to offer a solution to the problems your users are experiencing.

It is not enough to simply identify the problem and excite it. Your job is to make the solution available to them. If they are interested, they may not buy right away. This is where follow-up email marketing translates into lead generation.

Awesome Web, a site that helps you find and hire web designers and developers, takes a slightly different approach in its call to action. Instead of a CTA button, it uses text links pointing to different services. But first, the site asks the user to determine what problem they are facing:

prompting users to select the problem they are facing from the list

Tactic # 6: Use the desire to belong in your call to action.

Have you ever felt like you were missing out on an opportunity that could change your life and business? In human DNA lies the desire to be in unity with others. Your ideal client doesn't want to miss out on what others are already experiencing.

The desire to belong is associated with the concept of social proof. Techcrunch noted that social proof is the future of marketing. This is the easiest way to ease the mind of customers and eliminate their objections.

Social proof is based on the concept that people will act based on what others have done. In other words, it means "follow the crowd." Do the same as they do, because you don't want to miss out on the reward.

Many brands use social proof in different ways. For example, MailChimp, an email marketing company, notes that more than 8 million users have already joined MailChimp. Most likely, this will also encourage new visitors to convert.

Help Scout Marketing Specialist Gregory Chottie also uses social proof to expand a company's email list. One way to convince newbies to sign up is to show the current number of email subscribers:

social proof to indicate how many users are on the resource

Social proof can work in other parts of your site, not just the main blog section or landing page. Several smart bloggers showcase their follower count in the sidebar to convince new users to sign up.

Tactic # 7: Cliffhangers. Use a strategic turning point.

You will never believe what happened next ...!

Cliffhangers are primarily used by science fiction writers and screenwriters. A cliffhanger is simply an unresolved ending in a serialized drama or book that leaves the audience or reader wondering what comes next.

This is what keeps fans and moviegoers alike in the mood for the next episode. If you use the same strategy to create a call to action message, your target audience will be forced to click on the button text to see what's on the other side.

As humans, we need to complete actions and scenarios. The cut-off plots of some Hollywood movies, bestsellers, and marketing stories leave us unsatisfied.

Evernote uses a cliffhanger to entice users to upgrade to a premium solution right on their home page. The CTA or Go Premium button itself is a mild form of cliffhanger because it encourages the user to know what features are available in their premium version:

prompting to learn about the features of the premium version

Cliffhangers can be used in any area. If you are a freelance web developer, you can write three different calls to action that will appeal to clients looking for WordPress web design, HTML web design and Joomla web design. Writing a blog post with a hanger leads to loyal followers and more engagement as every blog post builds on the latter. 

FreshBooks applied the above technique in their call to action. Since he offers accounting solutions in various fields and industries, he has created four different CTA buttons.

4 buttons with different offers for site visitors

Your CTA copy is an essential element of every landing page. You need to make sure it's up to date, useful, and easy to understand. A little tweak can make a big difference.

For example, Fitness World, a major gym chain in Scandinavia, changed the text of the CTA from “Get a membership” to “Find your gym and get a membership”. This simple change resulted in an impressive result: the company's CTR increased by 213,16%.

Tactic # 8: Offer a bonus.

We are all hungry for a reward. There may not be a free lunch, but we humans cannot resist the temptation of free gifts, including a free e-book, that piqued our interest.

So, one of the most effective ways to attract and retain more customers is to offer them a bonus. You should also start offering a gift in your call to action message.

When a company or service provider gives you an opportunity to save money when placing an order, that is also a form of reward.

Verizon is offering customers the option to save $ 300 when exchanging their phone for a new one. In fact, most telecom providers use “bonuses” such as extra savings, free shipping, buy one get another free deals, and discounts. 


Your landing page, banner ads, and PPC campaigns will drive leads to your business when they click a call to action button.

To a large extent, a high CTR will lead to a higher conversion rate if the sales funnel and offer are well optimized for the targeted customers.

Remember, you don't have a problem with your blog traffic. The main difficulty is getting the right people to click the "Order" or "Add to Cart" button.

Finally, whether you're driving traffic from search engines or through social media referrals, keep in mind that you need to validate your call to action messages, text, and button designs.

There is no one rule for writing a compelling call to action. Only after testing the options, you can be sure that this works for your web resource.

What's your best strategy for writing a call to action that gets the right people to click the button?

Based on materials from the site:

❤️ What is FOMO?

It's the fear of missing out on an opportunity. It is called with calls to induce the audience to take targeted action.

✔️ What else can you do to make your call to action engaging?

Configure its display on mobile devices. Study the behavior of users of portable gadgets.

❤️ What information is authoritative for users?

Users love numbers and facts.

✔️ Can you use challenging words in calls to action?

This can attract some of the visitors, and alienate others. There is a risk of not getting into the TOP of search results because of this.

✔️ How to write a call to action?

Make your call to action clear and direct. Ask your audience to act quickly. Lower barriers to action. Focus on the benefits for your audience.

✔️ What is a written call to action?

A call to action is an invitation to a user to make a purchase, order a service, and the like.

✔️ What is an example of a website call to action?

A call to action is a key element on a web page that acts as a pointer that lets the user know what to do next. For example, if a reader lands on a blog post and there is no clear call to action at the bottom of the post, it is likely that the reader will leave the site without completing any other tasks.

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