A well-crafted call to action (CTA) can be the difference between a potential lead and a missed opportunity. Whether you’re targeting B2B or B2C audiences, creating compelling CTAs that resonate with users and drive conversions is crucial. In this guide, we’ll break down key strategies for crafting CTAs, highlight different formats and use cases for B2B and B2C brands, and provide examples of how to use calls to action effectively.
The Importance of a Strong CTA
CTAs guide users to take specific actions—whether it’s signing up for a newsletter, downloading a guide, or making a purchase. According to studies, including a well-designed CTA can increase conversion rates by up to 80%, and 90% of visitors who read your headline will also read your CTA. That means if your CTA isn’t strong, you’re likely losing potential customers.
How to Create a Compelling CTA
Use Strong, Action-Oriented Verbs. Your CTA should include powerful, actionable language. Verbs like “Discover,” “Buy,” or “Get Started” create a sense of urgency and clarity. Instead of generic “Click Here” buttons, try phrases like “Start Your Free Trial” or “Unlock Exclusive Content” to give the user a clear incentive to act.
Make It Value-Driven: A successful CTA focuses on what the user will gain. Whether it’s “Download Your Free Guide” or “Get 10% Off Today,” your CTA should be clear about the benefits. According to research, CTAs that offer a tangible value, such as discounts or freebies, can increase engagement by up to 55%.
Keep It Simple: Avoid overwhelming the user with multiple CTAs on the same page. Instead, focus on one clear action you want them to take. For instance, Dropbox uses “Browse Template Library” to drive visitors directly to its resource page, making the experience seamless and transparent.
Crafty CTA Formats for B2B Marketing
In the B2B world, decision-makers often need time and information before making a purchase. Therefore, CTAs should focus on offering value and guidance without being too pushy.
Offer something immediately valuable, such as a downloadable whitepaper or demo. Example: “Download Our Free Guide Now” or “See This Feature in Action”.
Longer Sales Cycles: For complex B2B products, use CTAs that emphasise ease and support. Example: “Schedule a Free Consultation” or “Talk to Our Experts Today”.
A great example is Atlassian, whose CTA “See All Plays” invites users to explore their full range of team playbooks. This CTA provides immediate value while encouraging further exploration.
Converting B2C CTAs
For B2C brands, the goal is often to push users to a direct purchase or sign-up, so CTAs must appeal to emotions and offer immediate rewards.
Direct Purchase: For eCommerce or consumer services, use simple CTAs like “Get It Now” or “Yes, I Want 10% Off” to drive immediate action.
For products where experience is key, emphasise what the customer will gain. EarthHero uses “Treat Yourself to 10% Off,” which highlights the discount and appeals to eco-conscious consumers’ desire to shop sustainably.
The Power of Urgency and Testing
Adding a sense of urgency, such as “Offer Ends Soon,” can significantly boost conversion rates by tapping into the fear of missing out (FOMO). However, it’s important to strike a balance—overuse can come off as pushy or spammy.
Lastly, don’t forget to test your CTAs. A/B testing different designs, copy, and placements can give you insight into what resonates most with your audience. Tests have shown that personalised CTAs perform up to 202% better than generic ones.
Final Thoughts
CTAs are more than just buttons; they are pivotal in driving conversions and improving the overall user experience. By understanding your audience and tailoring your CTA to their needs—whether B2B or B2C—you can create compelling calls to action that turn interest into conversions.
