You probably view no less than 27 calls to action (CTAs) every time you log onto your computer. (I might have made up the statistic.) If you happen to be viewing this blog post on our website, you've seen at least 10. Regardless, they're everywhere - on web pages, sidebars, landing pages, at the end of blog posts, etc.
And though they may be small, they're incredibly mighty. In fact, I would contend that these tiny treasures aren't taken as seriously as they should. After all, visitors who don't click don't convert.
Still, some companies pay little attention to them for the following reasons (er...lame excuses):
- It’s hard to get creative when you’ve only got room for two or three words on a button
- Everything seems best summarized as “Learn More,” “Sign Up,” or “Buy Now”
- If people really want my stuff, the button isn’t going to make or break a conversion
- Buttons are small — we’ve got bigger fish to fry than that!
I would implore you to not ignore the small things, especially when conversions depend on them.
So what is the anatomy of an awesome CTA? Let's disect it, shall we? (I feel like I'm back in Biology class saying that!)
Before we dig into the details of what makes up a great CTA, let's take a step back and examine the bigger picture by looking at what a CTA is first.
So, what is a CTA?