Calls to action
Rewarding Offer + Psychological Conditioning + 7 Best Practices = Click, Swipe, Touch & Tap
According to perceptual set theory, subscribers pay attention to sensory input only selectively. Once the inputs are triggered, it follows inferring with the collection of stored past experiences. Moving further, the mind engages in interpretation which usually involves fitting the present experience into a previous schema.
There is an innate Sense of Curiosity in the minds of subscribers once they see the CTA. This is because of the drive theory that curiosity leads to satisfaction.
Also, the CTA reinforces psychological sense of reward through classical conditioning. When it comes to the CTA, subscribers have an operant conditioning response to the reward leading them to easily click and convert
The CTA also leads the subscribers anticipating bigger, better, rewarding, and positive experience.
Human brain recognizes and acts quickly when there is an incentive or reward attached to an action.
Human brains relate to familiarity. Use buttons that your audience can relate to and consider clicking on. Imagine casting a new face who isn’t a good actor as lead - No familiarity - No acceptance.
What is my prospect’s motivation for clicking this button?What is my prospect going to get when (s)he clicks this button?
CTA doesn’t provide much room to play, so consider the space and keep the cliff notes to the minimum.
Focus on the benefit with a clear online value proposition and be specific.
Increase the usage of active words and eliminate the computer couch potatoes.
Personalize the CTA, as one of the recently conducted study revealed personalized CTAs to be 90% better in increasing the conversion rates.
Create a sense of urgency. Offer ending soon attains more click-through than the one without specific timeline.
Instead of saying half price, try 50% off, as numbers speak louder than text.
Unambiguous copy with fewer prepositions works better.
Make sure your CTA clearly shouts what it’s about.
Verbiage should be short and ideally should be kept up to five words.
Match it with the proposition on the landing page.
Keep it in sync with the buying cycle.
By far this kind of CTA is the most popular and prominent in the industry. Our eyes don’t like to see the edgy corners that’s why round corners in CTA works best. The width and corners matters much.
Radioactive CTAs can be the next big thing. By merging CSS animation with your CTA, you can come up with a radioactive CTA button that looks absolutely fantabulous and glows extremely well on hover.
Give your CTA extra little something by making it
bulletproof, so that the image in button is also visible in Outlook.
BOB (big orange button) is the the most popular button in the industry
and instigates prompt action
Green is easy to process for eyes.
It means GO. Green relaxes mind and promotes growth
Black is powerful and normally
used by email marketers promoting
Blue creates trust and security and normally used in banking emails
Bold font is great to fetch the attention and to decrease the chances of subscribers to pause
Don’t play with different fonts as they may seem fancy, but can also confuse the subscribers
Avoid using large fonts as it can distract the consumers
Mismatching the fonts isn’t a clever thing to do, especially when you are trying to woo your consumersRemember, if fonts aren’t fitting well, there are higher chances of wardrobe malfunction.
Well, the answers are relative and debatable, but here are some best practices to follow and
grab attention as an average email is read in as less as 51 seconds.
Fold partially exists and above the fold placement has always been preferable. However, against this, good
content gets read and subscribers do scroll; so having a CTA at the bottom is also perfectly fine.
To place a CTA, use eye tracking device to track the portion of email that’s most noticed.
Monitor the consumers’ behavior to ensure the right CTA placement.
Placing a CTA right below the image gets maximum visibility.
Don’t place CTA in the form of text or hyperlink with different color as that might go unnoticed.
Negative space gives your call to action button room to stand out among your other
content and sets it apart.
Every group of audiences is different, thus, it becomes tremendously vital to
test before you stuff your email with multiple CTAs.
Ensure that every CTA is properly linked and working correctly
Make sure all of your placed CTAs are tappable and designed for small screen users with
mobile first mentality
Make sure fold isn’t hampering your design goals
Test the tone of the offer Passive vs. active language, value based vs. action based
Test the placement of CTA
Test whether single or multiple CTA generates better results