How do you write persuasive CTAs that drive action and increase CRO?

1 Use action verbs

When crafting persuasive CTAs, the first rule of thumb is to use action verbs that create a sense of urgency, benefit, and emotion. Rather than using vague or passive words like "click here" or "learn more", opt for specific and powerful verbs such as "get", "start", "claim", "join", or "discover". For instance, compare these two CTAs: “Click here to see our latest offers” and “Claim your 50% off coupon now”. The second one is more effective as it utilizes an action verb that implies urgency (claim), benefit (50% off), and emotion (excitement).

2 Focus on value

The second rule of writing persuasive CTAs is to focus on the value proposition of your offer. You should emphasize the problem you're solving, the benefit you're providing, or the pain you're relieving for your audience. For example, consider these two CTAs: "Buy our premium plan for $49/month" and "Boost your productivity and save time with our premium plan". The latter is more persuasive because it focuses on the value of the plan, rather than just the cost. This emphasizes productivity and time-saving, rather than just the monetary investment.

3 Create a sense of urgency

To create a persuasive CTA, it's important to create a sense of urgency that motivates your audience to act fast. You can use words like "now", "today", "limited", or "last chance" to create a sense of scarcity and FOMO (fear of missing out). Additionally, you can add numbers, countdowns, or deadlines to further emphasize the urgency. For instance, compare these two CTAs: “Subscribe to our newsletter” and “Subscribe to our newsletter and get a free ebook today”. The second one is more convincing as it includes a time limit (today) and an incentive (free ebook).

4 Personalize your CTA

To write persuasive CTAs, personalize them to your audience's needs, preferences, or behavior. Segmentation, targeting, or dynamic content can be used to tailor the CTA to different segments of your audience based on their location, device, stage in the buyer's journey, previous actions, or interests. For instance, compare these two CTAs: 'Download our guide to digital marketing' and 'Download our guide to digital marketing for small businesses'. The second one is more persuasive as it is tailored to a specific niche of the audience.

5 Test and optimize your CTA

The fifth rule of writing persuasive CTAs is to test and optimize your CTA based on data and feedback. Conversion rate optimization tools such as A/B testing, heat maps, or analytics can be used to measure the performance of your CTA and identify areas for improvement. It is possible to test different elements of your CTA, such as the wording, color, size, placement, or design. For example, one CTA might be 'Start your free trial' while another might be 'Start your 14-day free trial now'. The latter may perform better due to its specificity (14-day) and sense of urgency (now). However, this can only be verified by testing it.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?