Factors that determine a call to action
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Which CTA to offer to your audience depends on many factors:
Company's scope of activity
While a purchase of a dress or a book can be uk email database made after the first contact, selling a production line requires a much more complex process. In such cases, sales cycles differ. In the B2B segment, optimal calls to action are phrases like “Buy,” “Subscribe,” “Get a consultation,” or “Order a presentation.” In the financial sector, neutral calls work well, such as “View tariffs,” and in the IT industry, research offers like “Try now.”
Customer awareness
Customers interact with your brand on different levels. Some are just learning about you, while others have been repeat customers for a year. New users often want more information about the company and its offerings, as well as something free. This is especially important if you are offering a subscription to a service rather than food. In these cases, it is better to use a CTA like “Get a demo.”
For those who are already familiar with the product, it makes more sense to immediately offer “Buy” or “Order” to shorten the path to purchase.
Devices
The smartphone screen is small, so buttons need to be made larger and placed above the scroll line. Mobile versions of sites and landing pages also require special calls to action. For example, clicking on the "Call" button can automatically dial a number, simplifying interaction.
Where to place a call to action on a website
The choice of the right Call to Action depends on the target audience, product specifics, business model, sales stage and many other aspects. In this section, we will consider options for frequently encountered CTA elements.
Home page of the site
Visitors who land on the first page of a multi-page site are most often looking for an opportunity to get more information about the company and its products. Direct sales on the main page are rare - for this, there are special pages and product cards, which we will discuss later.
Home page of the site
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Soft CTAs are more common on the main page of a website. These may be offers to participate in contests where the company's products are raffled off, or to subscribe to a newsletter. Such CTAs are usually presented in the form of forms for collecting data, and next to them, they indicate what gift the participant will receive for this.
The form is usually located on the screen - at the top or bottom, or in the first blocks of the page, remaining visible when scrolling. Another common option is calls to subscribe to social networks.
In addition, for visitors familiar with the products, the main page may contain clickable banners with promotions and discounts. They are often placed in the first block of the screen to attract attention.
Category Page
Category pages allow you to compare products, evaluating their characteristics and prices. It is advisable to place CTAs with promotions and discounts here. The buttons “Purchase product”, “Subscribe to discounts” or “Promotional products” will always stimulate interest.
Product card
Online stores usually have "Add to cart" or "Buy" buttons. Additionally, there may be a CTA offering to receive a notification about a price reduction on a product. This will allow the buyer to react quickly during sales.
For out-of-stock items, it's worth adding a "Be the first to know when it's back in stock" button so the store can collect contacts and retain potential buyers. You can also set a promotion timer if the item is on a temporary offer or has a limited quantity. This encourages faster purchasing decisions.
Blog article
When reading articles, users are looking for information, not direct offers to buy. In such cases, it is better to use unobtrusive CTAs or soft calls for further interaction.
Landing
A landing page is a page designed to lead the user to a specific target action. If the page is long and takes up more than three screens, there will be several call-to-action buttons. The most common options are purchasing a product or asking to leave contact information. You can also find creative wording, such as: “Start your journey in digital.”