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Effective callstoaction Effective callstoaction Document Transcript

  • A publication ofEffectivecalls-to-action101 examples ofHow 101CompaniesDrive Peopleto Take Action
  • Introductory content is for marketers who are new to the subject.This content typically includes step-by-step instructions on howto get started with this aspect of inbound marketing and learn itsfundamentals. Read our “Introduction to Effective Calls-to-Action.”INTRODUCTORYIS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine ifyour level matches the content you are about to read.Intermediate content is for marketers who are familiar with thesubject but have only basic experience in executing strategies andtactics on the topic. This content typically covers the fundamentalsand moves on to reveal more complex functions and examples.Read our guide to “Mastering the Design & Copy of Calls-to-Action.”INTERMEDIATEAdvanced content is for marketers who are, or want to be, expertson the subject. In it, we walk you through advanced features ofthis aspect of inbound marketing and help you develop completemastery of the subject. After reading it, you will feel ready not onlyto execute strategies and tactics, but also to teach others how tobe successful.ADVANCED... brings your whole marketing world to-gether in one, powerful, integrated system.HubSpot’s All-in-OneMarketing SoftwareGet Found: Help prospects find you onlineConvert: Nurture your leads and drive conversionsAnalyze: Measure and improve your marketingPlus more apps and integrationsLeadGenerationU blogging &social mediaqEmail &AutomationM SearchoptimizationsMarketinganalyticsYLeadmanagementgRequest A Demo Video Overview101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!2 101 examples of effective calls-to-action 3This ebook!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!4 101 examples of effective calls-to-action 5calls-to-action using contrasting colors /8calls-to-action presenting an incentive /32calls-to-action showing product /44calls-to-action using great text /62calls-to-action using spacial effect /92calls-to-action creating a sense of direction /126calls-to-action for email generation /140calls-to-action with primary & secondary options /164calls-to-action facilitating segmentation /188calls-to-action that make a good use of video /200calls-to-action with unorthodox shapes /210calls-to-action that reduce visitors’ anxiety /224101 examples of effectivecalls-to-actionby Magdalena GeorgievaMaggie Georgieva is an inbound marketingmanager at HubSpot, responsible for thecompany’s marketing content offers, such asebooks and webinars (including the world’slargest webinar).Previously, Maggie was on HubSpot’s emailmarketing team, managed the company’slanding page creation and optimization, andjump started the production of HubSpot’scustomer case studies.Maggie is a regular blogger for the HubSpotblog and has contributed to other sites andpublications, such as MarketingProfs, BrianSolis’ blog, BostInnovation.com and The St.Petersburg Times.Follow me on twitter@mgievacontents
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!6 101 examples of effective calls-to-action 7Reading about best practicesisn’t the same as seeing them.So we want to introduce you to alot of call-to-action examples.“”In this ebook you will learn what calls-to-action are best to use if you wantto showcase your product or service, incorporate a video and present anadditional incentive to be more inviting to your audience. Also, we willfeature companies that are doing a great job with call-to-action design: usingcontrasting colors and unorthodox shapes, and creating a sense of focusand direction. Some of the highlighted examples will give you ideas on howto collect email addresses, introduce more than one call-to-action at a timeand use compelling text to appeal to your viewers. In here, there are evencalls-to-action that will show you ways in which you can reduce anxiety forvisitors and help them self--identify as different segments of your targetaudience.Ready to browse through these 100 examples? We are, too! Enjoy them andlearn from them. What’s more, start putting the knowledge you gain intopractice. You can start a free 30-day trial of HubSpot to practice along theway. Once you optimize your calls-to-action, share them with us! We wouldlove to feature them in a future ebook.Calls-to-action (CTAs) are a key driver of lead generation. They connect two ofthe most critical pieces in the lead generation process: incoming traffic andopportunities for converting these new visits into leads. In order to optimizeyour marketing efforts for maximum conversions, you need to make call-to-action improvements.Enhancing the look and feel of your CTAs is a great start to an optimizedlead generation process. Our previous ebook in this series addresses someessential lessons on call-to-action design and copy. Yet, reading about bestpractices isn’t the same as seeing them. That’s why we want to introduceyou to a lot of call-to-action examples that will show you how top marketingtips are actually put into practice.Hopefully, these examples will inspire you, foster your creativity and prepareyou to create some stellar calls-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!8 101 examples of effective calls-to-action 9CHAPTER 1calls-to-action usingcontrastingcolorsUse contrasting colors but makesure they still fit in with yourgeneral website color scheme.“”Let’s start by exploring how companies use contrast to createeffective calls-to-action. As a reminder, contrast is one of the mostpowerful graphical techniques you can apply to calls-to-action.The fastest way to grab someone’s attention is by making your CTAstand out from the rest of the page and making it dominant. You canachieve that by picking a color for your button (or hyperlinked text)that contrasts the background.What colors should you use to make your call-to-action stand out?Some marketers argue that red can increase click-through ratessignificantly. Others explain that the context of the web page shoulddictate the color. So stay mindful of your overall website design. Whileyou want to keep the colors contrasting, make sure all of them fit inwith your general website color scheme and avoid using patterns.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!10 101 examples of effective calls-to-action 111Here is an example ofdark background andan upbeat color for thecall-to-action. Noticethat Airbnb is usinga busy image in thebackground but theyhave added a dark semi-transparent box behindthe text to ensure theCTA is readable andstands out.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!12 101 examples of effective calls-to-action 132Another example of abusy background whichdoesn’t take awayfrom the call-to-actionbecause the white CTAtext is placed on top ofbrightly colored boxesthat help the call-to-action stand out.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!14 101 examples of effective calls-to-action 153This is now the thirdexample of a call-to-action placed onthe left-hand sideof the page. This isnot random. In theEnglish language, westart reading from leftto right and from topto bottom.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!16 101 examples of effective calls-to-action 174Besides the obviouscontrast created inthis call-to-actionexample, notice thatthe white text abovethe CTA gives readersmore context aroundwhat the companywants them to do.This text assiststhe call-to-actionand enhances theflow of your readingexperience, from topto bottom of the page.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!18 101 examples of effective calls-to-action 195In this example thecall-to-action button isthe only warm brightcolor on the page.Colors that suggestwarmth, such as redand orange, appearlarger than colorssuggesting coldness,blue and green. Warmcolors appear closerto the viewer and areoften used for CTAs.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!20 101 examples of effective calls-to-action 216The examples welooked at so far allfeatured call-to-actionbuttons. However,you don’t necessarilyneed a button tocreate contrast. HoiMoon Marketingsimply changed thecolor of the CTA fontto orange.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!22 101 examples of effective calls-to-action 237HubSpot creates asense of contraston a simple whitebackground by usingthree different colorsfor the distinct CTAoptions. The primarycall-to-action isorange, the secondone in importanceis gray and the thirdone is just a bluehyperlink.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!24 101 examples of effective calls-to-action 258This examplereinforces thecontrast of cold VSwarm colors. Theblue background isa cold color and thecall-to-action standsout with its orange-yellow hues.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!26 101 examples of effective calls-to-action 279Jive also uses abusy image asits homepagebackground. Yet, youwill notice that themajority of the bigdistracting objects(people, windows,flying paper) areaway from the call-to-action button.And look--the CTA isorange on a dark bluebackground!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!28 101 examples of effective calls-to-action 2910So far we showedcalls-to-actionon companyhomepages, butthat doesn’t meanyou can’t achievecontrast in otherplaces of yourwebsite. LinkedIn,for instance, offerscontextual andcontrasting calls-to-action throughout itsplatform.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!30 101 examples of effective calls-to-action 3111There has been ahuge debate revolvingaround usage of thecolor red for call-to-action design. Afterall, red is the color ofcontradictory powers:fire, passion, and alsothe international stopsignal. Zynga, theleading provider ofsocial game services,has taken a clearstance on the matter.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!32 101 examples of effective calls-to-action 33CHAPTER 2calls-to-actionpresentingan incentiveCome up with compellingincentives that will encouragevisitors to take the next step.“”Sometimes you just need an additional push to makea decision. You can increase the chances of someonefollowing the path you want them to take if you providethem with an incentive. If you are asking someoneto download your whitepaper, for instance, you canmention that there is a bonus that goes with it. Or ifyou are inviting people to sign up for a consultationwith your company, you should emphasize that it’s freeand customized to the special needs of the user.Incentives come in different shapes and sizes—theycan be bonus offers, discounts, exclusive access, orcertificates. Set your imagination free and come upwith some compelling incentives that will encouragevisitors to take the next step.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!34 101 examples of effective calls-to-action 3512By offering access tovaluable informationfor free, you lowerthe barrier to entry.In this exampleCodeacademy isbringing the attentionof visitors to the factthat access to theirresources is free.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!36 101 examples of effective calls-to-action 3713Discounts constituteanother type ofincentive. The call-to-action example hereoffers $500 off theshowcased product.It creates a senseof exclusivity andevokes memories ofcoupons placed innewspapers.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!38 101 examples of effective calls-to-action 3914You have moreincentive to take anaction if you knowthat the action isnot going to bea burdensomeand long process.The call-to-actionexample hererecognizes thatpeople are busy andmakes a promiseto take just a fewseconds.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!40 101 examples of effective calls-to-action 4115Social proof—oralso known associal influence—isa great way to swaypeople in a specificdirection. In thisexample Threadlessshows you a productand also the numberof people who haveshared or likedthat item on socialnetworks.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!42 101 examples of effective calls-to-action 4316Here is anotherexample of socialproof—this time it’smeant to collectemail addresses toexpand the contactdatabase of SmashingMagazine. Thepublication is showingits number of existingsubscribers, thusencouraging you tobecome a part of thisbig community.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!44 101 examples of effective calls-to-action 45CHAPTER 3calls-to-actionshowingproductBy showing your product orservice through your call-to-action, you make the offer moretangible to visitors.“”Your calls-to-action also have the power to increaseproduct awareness. Many companies are promotingoffers, such as trials, which are closely related to theirmain product/service. In this context, it makes senseto showcase what it’s that you are selling.By showing your product or service through yourcall-to-action, you make the offer more tangible tovisitors. It seems closer to capture it and, if its value isinstantly visible, the call-to-action becomes that muchmore compelling.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!46 101 examples of effective calls-to-action 4717In this exampleDisqus creates avisual connectionbetween the orangecall-to-action and ascreenshot of theproduct, which is acomment system.Visualizing thisconnection makesthe action seemmore attainable.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!48 101 examples of effective calls-to-action 4918Flipboard hasalso placed itstwo calls-to-action(“available on theapp store” and“get it on Googleplay”) next toan animation ofits product. Inthis way visitorscan get anunderstanding ofthe magazine’sinteractivefeatures andsocial aspect, andtake the next step.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!50 101 examples of effective calls-to-action 5119Mobile app companiesoften showcase theirproduct next to a call-to-action. In the examplehere, forkly is not onlytelling the reader whatits app does, but it’sdemonstrating how itlooks like. The greencall-to-action to theleft stands out on thedark background andhighlights the fact thatthe app is free.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!52 101 examples of effective calls-to-action 5320GoalStacker isanother companythat has chosento show an imageof its product as itencourages visitorsto take the next stepand sign up for thesoftware or tour it.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!54 101 examples of effective calls-to-action 5521Similar to forkly,Instagram isshowing what themobile app lookslike as it invitespeople to get it.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!56 101 examples of effective calls-to-action 5722Orchestra is showingimages of its systemacross differentplatforms (web andphone) which is astrong statement aboutthe product’s features.The size and placementof the second call-to-action here (“sign up onthe web”) clearly showsthat it’s a secondary(not the primary) CTA.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!58 101 examples of effective calls-to-action 5923Spotify is strategic about the product images it displays next to its call-to-action. It shows that the radio station isavailable on iPhone and iPad, with the first image conveying that the product is a music listening experience andthe second image conveying that one can customize that experience by selecting thumbs up or thumbs down.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!60 101 examples of effective calls-to-action 6124The image WUFOO has chosen to highlight next to its three calls-to-action alsomakes a strong statement about the product and its easy-of-use and flexibility. Ithelps visitors gain a better idea of what they are signing up for.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!62 101 examples of effective calls-to-action 63CHAPTER 4calls-to-action usinggreat textMake sure your wordingis clear, specific, andaction-oriented.“”If the copy you craft doesn’t draw visitors in, that canhurt your click-through rate, lead conversions, andultimately, sales. “People looking for information arelooking for text, not pictures,” writes copywriter DeanRieck, analyzing the results of an Eyetrack III study.Visitors focus on the words in text ads more than onthe graphics.Make sure your wording is clear, specific, and action-oriented. While you should focus on your call-to-action text, don’t forget that graphics can help conveymeaning and strengthen your message. They areespecially useful in explaining a concept that is hard toexplain with words alone.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!64 101 examples of effective calls-to-action 6525Akismet is all aboutprotection fromspam, and visitorscan definitely get thatmessage from the call-to-action. It not only asksthem to “get started,”but also reinforces thepoint that this is the wayto get rid of spam.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!66 101 examples of effective calls-to-action 6726The most compellingCTA here is askingreaders to “click to lookinside” of the book. Thecombination of the big,highlighted text and arrowstands out from the restof the page and invitespeople to flip throughtheir potential purchase.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!68 101 examples of effective calls-to-action 6927The language ofthis call-to-actionis optimized to givevisitors context evenif they haven’t readthe bullet pointsabove. It’s specificand action-oriented.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!70 101 examples of effective calls-to-action 7128In this example thetext above the call-to-action, “15 dayfree trial,” givesmore specificsaround the actionvisitors should take.It reveals the howof “trying Codebasefor free” — througha trial — and tellsus how long thisexperience willlast — 15 days. It ishighlighted throughthe use of Italics.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!72 101 examples of effective calls-to-action 7329The text outside thecall-to-action buttonhere serves tocreate an incentive.It’s “free” to add anevent, so one shouldjust go ahead andcreate one!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!74 101 examples of effective calls-to-action 7530The call-to-actionhere is descriptiveenough so thatvisitors don’t haveto read the restof the text on thispage. The CTA tellsyou exactly what youare going to receiveonce you click on it.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!76 101 examples of effective calls-to-action 7731GoToWebinar useshyperlinked text toexplain what exactlyvisitors will get aftertheir click(s): it’s afree trial or an onlinepurchase. They alsooffer a third optionto simply chat withSales.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!78 101 examples of effective calls-to-action 7932Here is anotherexample of adescriptive call-to-action—it doesa great job ofsummarizing thebullet points abovein case someoneskips them.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!80 101 examples of effective calls-to-action 8133The text underneaththe main call-to-action here givesmore details aroundthe offer. Thislanguage creates asense of clarity andsets expectations.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!82 101 examples of effective calls-to-action 8334Here is another call-to-action that gives visitors enough information for them to takethe next step without having too much background knowledge. In fact, the text aboveis not even complete, serving as a teaser and tempting people to keep reading.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!84 101 examples of effective calls-to-action 8535By now you have probablylearned that it’s effective toprovide specific informationin calls-to-action. Brightcoveprovides us with yetanother example of thisbest practice. While thetext above describers whatvisitors are signing up for,free webinars and events, itdoesn’t hurt to reiterate it inthe call-to-action itself.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!86 101 examples of effective calls-to-action 8736This call-to-actionexample useslanguage thatconveys the idea ofvalue. By clicking onthe CTA, one will get“unlimited access”to web templates.This call-to-actionis also providingan additionalincentive to users bymentioning that thereis a discount from$149 to only $50.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!88 101 examples of effective calls-to-action 8937When the contextof the web pagedoesn’t necessarilycontribute much tothe meaning of thecall-to-action, the CTAneeds to be powerfulby itself and conveya compelling pointwith both visuals andtext. The languageof the calls-to-actionhere is telling enoughto give readers solidcontext around thetwo offers.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!90 101 examples of effective calls-to-action 9138The text around the call-to-action example herecontributes to its impact.Just below the highlighted“Subscribe” button, youwill find more informationon the value you will getafter the click.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!92 101 examples of effective calls-to-action 93CHAPTER 5calls-to-action usingspacial effectDon’t crowd the languageunless the information aroundit is key to taking the action.“”You know how they say that, sometimes, less is more?Well, that can definitely be true for calls-to-action. If youwant to attract more attention to your CTA, you shouldgive it some space. Don’t crowd the language unless theinformation around it is key to taking the action.Separating the CTA from the rest of the content on a webpage will mean it’s a separate item. If there is a tightconnection between the call-to-action and some otherweb page element, then there should be less white spacebetween the two.“The more white space there is in between a call-to-actionbutton versus a surrounding element, the less connectedthey are,” writes Jacob Gube in Smashing Magazine.“Therefore, if you have other elements that can helpconvince users to take action, reduce the white space inbetween those elements and the CTA.”
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!94 101 examples of effective calls-to-action 9539Notice how simple thispage is­—it includes anavigation at the top,a short descriptionof what the companydoes, an image andtwo calls-to-action. It’sclear what you shoulddo next—you can eitherclick somewhere in thenavigation or pick oneof the calls-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!96 101 examples of effective calls-to-action 9740Firefox hasdone agreat job ofremoving allnoise from thereal estatearound thecall-to-action.The imagesare away fromthe button andthe text is notcrowding iteither.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!98 101 examples of effective calls-to-action 9941Here, too, the main call-to-action is at a distance frompotential distractions, like the images at the top or the twooptions at both sides.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!100 101 examples of effective calls-to-action 10142Both calls-to-action have enough breathing spacearound them to help the reader focus on the mostimportant information on this page.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!102 101 examples of effective calls-to-action 10343Dropbox’ call-to-action is the epitomeof simplicity. Visitorshave only twooptions—and theseare immediatelyvisible—to watch thevideo or downloadthe software.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!104 101 examples of effective calls-to-action 10544Evernote presentsanother example ofa call-to-action usingspatial effect, withinformation groupedtogether in small,digestible chunksaway from the CTAbutton. The onesuggestion here isto use a warm colorfor the call-to-actionto help it stand outmore against thegreen background.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!106 101 examples of effective calls-to-action 10745Grindr hasalso openedup spacearound themain call-to-action, guidingvisitors to theaction theyshould take.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!108 101 examples of effective calls-to-action 10946Notice how the CTA here is placedagainst the least busy part of theimage. Lytro doesn’t give visitors toomany options to choose from, but asksfor them to focus on “learning more.”
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!110 101 examples of effective calls-to-action 11147Similarly, Path hasreduced the noisearound the call-to-action, placing it ona minimalist pagethat doesn’t distractvisitors from themain activity theyshould engage in.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!112 101 examples of effective calls-to-action 11348Here, too, you willnotice that there is asense of cleanlinessand simplicitythat highlights thecalls-to-action. Theseparation betweenthe three CTAs isachieved throughthe use of differentcolors and lines.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!114 101 examples of effective calls-to-action 11549Notice that thecalls-to-actionhere are placedin a pool of whitespace instead ofclose to the textor the images.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!116 101 examples of effective calls-to-action 11750Skype is anothercompany that doesa great job withminimalist designthat helps highlightthe call-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!118 101 examples of effective calls-to-action 11951Stripe hasachieved thesame senseof spaceand focus byplacing its CTAagainst a darkbackground.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!120 101 examples of effective calls-to-action 12152Uber presentsanother call-to-action examplethat uses spacialeffect to attractthe attention ofwebsite visitorsto the right pageelement.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!122 101 examples of effective calls-to-action 12353Naturally, you can achieve spatial effect on banner ads aswell as web pages different from your home page.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!124 101 examples of effective calls-to-action 12554In this example the CTA button has a semi-transparent frame that also helps separateit from the rest of the content on this page.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!126 101 examples of effective calls-to-action 127CHAPTER 6calls-to-actioncreatinga sense ofdirectionBy creating a sense of direction,you guide the visitor to theimportant element on the page.“”Some of the most successful calls-to-action out therehave arrows pointing at them. It creates a senseof direction and guides the visitor to the importantelement on the page. This is a way of prioritizinginformation and creating a flow.In fact, HubSpot Social Media Scientist Dan Zarrella,found out that if you have a picture of a human lookingat a lead-capture form or call-to-action on a page,that’s where the eye of the visitor will also shift to. Sodon’t add images of people who stare right at youraudience; make them stare at what your audienceshould look at.Let’s look at some examples!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!128 101 examples of effective calls-to-action 12955Most arrows in calls-to-action point to theright because thatimplies a naturalnext step, especiallyin terms of reading.In the Englishlanguage we readfrom left to right.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!130 101 examples of effective calls-to-action 13156This CTAhas fourarrowspointingat it sothe readerhas cleardirectionson whereto go next.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!132 101 examples of effective calls-to-action 13357Asking somebodyto watch a videois another type ofa call-to-action, soconsider adding anarrow that points toyour “play” button.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!134 101 examples of effective calls-to-action 13558The arrowin the CTAexample hereis pointing tomore text. It’sworth splittesting thispage to see ifswapping theplacement ofthe text and theimage mightincrease click-through rates.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!136 101 examples of effective calls-to-action 13759You don’t haveto necessarilyuse an arrow tocreate a senseof direction—youcan do that byusing a simplecharacter like inthe example here.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!138 101 examples of effective calls-to-action 13960Other visualelements canincrease theeffect of thearrow. VisibleGains, forinstance, hascircled its call-to-action with ahandwritten font.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!140 101 examples of effective calls-to-action 141CHAPTER 7calls-to-actionfor emailgenerationMany companies promote CTAsto grow their email database andexpand their list of contacts.“”A key part of optimizing calls-to-action is looking attheir landing pages and ensuring that the CTA and thelanding page are aligned with the same message. Inour 100 examples here we haven’t looked at what thelanding pages after the clicks look like, which couldmake or break conversion rates.Many companies, however, promote calls-to-action tosimply grow their email database and expand their listof contacts (which they will later nurture and follow upwith). Some businesses are doing that exceptionallywell! So in this section we will review examples of calls-to-action used for email generation.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!142 101 examples of effective calls-to-action 14361The best calls-to-actions don’t looklike flashing ads butare paths towardvaluable informationdiscovery. The textabove the email opt-in box here conveysthe action readersneed to take and isclear and direct.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!144 101 examples of effective calls-to-action 14562Another greatapproach whencollecting emailsand namesto grow yourdatabase is to usesubtle text thatshows readerswhat informationthey need toenter. In this case,it’s “First Name”and “Surname.”
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!146 101 examples of effective calls-to-action 14763Make sure that youare setting clearexpectations whenyou collect emailaddresses. What areyour recipients goingto get? How often? TheCTA here mentions thatpeople will get emailsabout sales.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!148 101 examples of effective calls-to-action 14964You can reducepeople’s anxietyby guaranteeingthat you will keeptheir privacyand send themonly valuableinformation theycare about. Checkout how gojeeachieved that.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!150 101 examples of effective calls-to-action 15165Experiment with addingbackground images toyour email opt-in CTAsto increase the readers’desire to sign up foryour offers and conveypositive emotions ofefficiency, enjoyment,success, etc...
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!152 101 examples of effective calls-to-action 15366You can increase thevisitors’ incentiveto sign up for yourcommunication ifyou mention thataccess/membershipis free. Don’t beafraid to brag aboutyour strengths—confident andhyperbolic languagehelps conversions.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!154 101 examples of effective calls-to-action 15567As discussed earlier,another call-to-actiontactic is to addressthe quickness of thesign-up process. YourCTA message shouldconvey that setting upan account offers a lotof benefits and isn’t ahassle at all.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!156 101 examples of effective calls-to-action 15768The entire sign-upprocess can belisted on the samepage rather than bespread across a fewpages. By presentingall required fieldsin one spot, you aretransparent withvisitors and reinforcethe easiness of thepath you are askingthem to take.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!158 101 examples of effective calls-to-action 15969As a generalcall-to-actionbest practice,you shouldtry to removedistractions fromyour main CTAand help peoplefocus on what’struly important.Skillshare hasdone a great jobof that by usinga simple whitebackground andcreating a senseof spaciousness.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!160 101 examples of effective calls-to-action 16170You might alsoconsider using theFacebook login optionand gain more insightsabout your users.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!162 101 examples of effective calls-to-action 16371Don’t be afraidto make youropt-in processpersonal andfun. After all, thisis the beginningof a long-termrelationship withyour recipients—make them feelspecial.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!164 101 examples of effective calls-to-action 165CHAPTER 8calls-to-action withprimary &secondaryoptionsDecide which call-to-actionhas higher priority, anddraw attention to it.“”Often times, you have two or three competing actionsthat you would like your website visitors to take. Forinstance, you might want to ask them to request aconsultation and try out your product. Or you mightwant them to sign up for your email newsletter anddownload a whitepaper. Decide which call-to-actionhas higher priority, and give it more prominentplacement, a bigger size or a contrasting color. Mostcalls-to-action of this type use different colors toillustrate which alternative is more desirable. You needto use marketing analytics to figure out which offershould get higher priority: make your decision basedon data, not on guesswork.Also, keep in mind that the context of your page willaffect click-through rate, so make sure there is a clearalignment between your call-to-action and the contentaround it.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!166 101 examples of effective calls-to-action 16772One quick wayof making aclear distinctionbetween yourprimary andsecondary call-to-action is to createthe primary oneas a button andthe secondaryone as just ahyperlink. Thatsends a clearsignal aboutwhat the desiredaction is.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!168 101 examples of effective calls-to-action 16973Manycompaniesseparatetheirprimarycall-to-actionfrom thesecondaryone byusing awarm colorVS a coldcolor likein thisexample.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!170 101 examples of effective calls-to-action 17174Here is anotherexample ofplacing a button-like CTA as theprimary call-to-action next to ahyperlinked textwhich serves asthe secondarycall-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!172 101 examples of effective calls-to-action 17375Decide whetheryour primary andsecondary calls-to-action should besomewhat alignedor completelydifferent. In thisexample both CTAsrevolve around theproduct—one ofthem takes you tothe pricing pagewhile the otherone allows you toexplore the product.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!174 101 examples of effective calls-to-action 17576Usually, the primaryCTA is the one directlylinked to new revenuewhile the secondaryCTA contributesto that end goalindirectly. Either way,you need to find outwhat pages assistyou in customeracquisition process.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!176 101 examples of effective calls-to-action 17777By now youhave probablynoticed thata producteducationresource, likea product tourvideo, is a goodsecondary call-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!178 101 examples of effective calls-to-action 17978The call-to-actionplacement is alsotelling of its priority. Inthe example here thetop CTA is the primaryone, even though itscolor blends in withthe page background.PlanHQ might wantto run an A/B testto see if a warmercolor will get a higherCTR rate and moresubmissions.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!180 101 examples of effective calls-to-action 18179As you work onyour primary andsecondary calls-to-action, ensurethat your landingpages are alsooptimized. Youmight be gettinga ton of clicksbut just a fewsubmissions,which is notdesirable.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!182 101 examples of effective calls-to-action 18380Your calls-to-actionshould reflect someof your company’skey branding colors.Top Chef University,for instance, hasorange in its logoand its websitenavigation, sowhile its orangeCTA stands outon the dark bluebackground, it isalso tasteful andmatches the colorscheme of the site.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!184 101 examples of effective calls-to-action 18581Other graphicalelements, suchas arrows anddotted lines, canalso point to theprimary CTA, thushighlighting itfurther.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!186 101 examples of effective calls-to-action 18782Ensure that the colorsof your multiplecalls-to-action don’tcompete but are clearlyconveying priority,something that is notimmediately clear inthis CTA example.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!188 101 examples of effective calls-to-action 189CHAPTER 9calls-to-actionfacilitatingsegmentationLet your community self-identify itself as the sub-persona they are.“”Whenever you create calls-to-action, you should bethinking about the people who are clicking on them.Who is your buyer persona and how can you make theCTA more targeted to that target audience?As you brainstorm on this topic, you might find out thatyou actually have more than one buyer persona. If youare a marketing professional at a hotel, for instance,you have the vacationing couple as one targetaudience and the traveling business professional asanother segment. How do you differentiate betweenthe two?Easy! Let your community self-identify itself as thesub-persona they are. Offer them calls-to-action thatfacilitate the segmentation process. Let’s look at a fewexamples!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!190 101 examples of effective calls-to-action 19183To optimizethe conversionprocess ofdifferent buyerpersonas, youhave to lead themdown differentpaths. Here is oneexample of howthat intersectionmight look like.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!192 101 examples of effective calls-to-action 19384You can use bulletpoints to clarifywhich call-to-action is designedfor which persona.This is also agreat exercise todo internally!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!194 101 examples of effective calls-to-action 19585Another way toachieve thatdifferentiation isthrough imagesthat convey thedistinct messageseach segment willidentify as.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!196 101 examples of effective calls-to-action 19786You can also playaround with thelayout of thesecalls-to-action.In this example,Sharespostpositioned themvertically and gavea one-sentencedescription ofeach choice.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!198 101 examples of effective calls-to-action 19987Notice that thecall-to-actionappearance andlanguage areactually identicalfor the differentsegments. Whatvaries (andmatters most)is the contextaround the CTAs—the headers,images and bulletpoints.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!200 101 examples of effective calls-to-action 201CHAPTER 10calls-to-action thatmake a gooduse of videoVideos can be of a greatassistance to the call-to-action, or they can be thecall-to-action itself!“”Videos present a great format for explainingcomplicated ideas quickly and conveying the value ofa specific product or service. They also have the powerto convey strong emotions and really prompt us to takean action on the spur of the moment. In this context,videos can be of a great assistance to the call-to-action, or they can be the call-to-action itself!For instance, many companies want to first educatetheir audience on certain concepts before they askpeople to take any further action. Videos offer aperfect opportunity for that. And don’t forget, you canalways place a call-to-action within the video itself!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!202 101 examples of effective calls-to-action 20388For 3PlayMedia, thevideo is the call-to-action. The core ofthis page invitesvisitors to simplypress “play.” Asidefrom the embeddedvideos to the left, theyellow text to the leftis also encouragingpeople to “watchvideo.”
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!204 101 examples of effective calls-to-action 20589You don’t have to show an actual video thumbnail toask visitors to watch your clip. In the example here youwill see that a hand-drawn illustration can also lookcompelling. The magnifying glass to the right tells us thatwe just need one click to zoom in and expand the video.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!206 101 examples of effective calls-to-action 20790Video calls-to-action make alot of sense ifvideo is yourproduct, like inKhan Academy’scase.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!208 101 examples of effective calls-to-action 20991Carefully plan thevideo thumbnailyou’ll use—it shouldbe readable andcompelling. Considerusing an arrow anda symbol that showsthis is a video, likea ‘play’ button or avideo tape.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!210 101 examples of effective calls-to-action 211CHAPTER 11calls-to-action withunorthodoxshapesExperiment with CTA shapesthat are rare, asymmetrical,and out of the ordinary.“”Most calls-to-action have the same shape: that of astandard rectangular box. Shay Howe, designer anduser interface engineer at Groupon, recommends thatyou round the corners of your CTA shape to make itmore “button-like.” Square corners, he writes, maysignal to visitors that the CTA is an ad or banner, andthey might therefore avoid it.Sometimes you will encounter calls-to-action that havemore unconventional shapes. For instance, they mightbe oval, star-like or assuming the contours of anotherobject. This creative approach creates an element ofsurprise and might prove to be effective for increasingclick-through rates. So experiment with call-to-actionshapes that are rare, asymmetrical, and out of theordinary.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!212 101 examples of effective calls-to-action 21392When most companies,including yourcompetitors, are usingtraditional CTA shapes,you can stand outwith something that’sout of the ordinary.Unconventional call-to-action shapes will helpyou tell a different,fresher story from whateveryone else is saying.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!214 101 examples of effective calls-to-action 21593Ribbons can grabpeople’s attentionas they convey asense of qualityand exclusivity.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!216 101 examples of effective calls-to-action 21794Experiment withhand-drawnillustrations thatwill take visitors tothe pages you wantthem to visit. If youare a restaurant,that would be yourReservations page.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!218 101 examples of effective calls-to-action 21995Here area fewothershapesthatserve ascalls-to-action.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!220 101 examples of effective calls-to-action 22196An arrow is an easyshape to create andis tied to the notionof active movementand next steps—theperfect psychologicalframework for a call-to-action to create!
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!222 101 examples of effective calls-to-action 22397You can also place your CTA text on a post-it image. Thisis another visual that creates a sense of productivity andputs you in a mindset to cross tasks off your list.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!224 101 examples of effective calls-to-action 225CHAPTER 12calls-to-action thatreducevisitors’anxietyReassure your community thattheir time and energy is wellspent with you.“”Nowadays most people are unwilling to sign up fornew email lists or spend time on filling out forms. Theyneed to be highly motivated to do that. The offer youprovide them should be valuable enough for themto take time out of their busy days and follow yourdirections. So before you start optimizing your calls-to-action and landing pages, think hard whether the offeryou are presenting to visitors is good enough.Even if your community is motivated enough todownload your resources, you need to do some extrawork and reassure them their time and energy iswell spent with you. You need to guarantee that theircontact information and privacy are safe. Let’s seehow some companies handled this.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!226 101 examples of effective calls-to-action 22798A common objectionto clicking throughon a call-to-actionand converting on alanding page is thatthe company mightrequire your creditcard information.Hoppio has takenmeasures to explainthat no credit cardis required to signup for its app.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!228 101 examples of effective calls-to-action 22999When people usetheir existing socialprofiles to set upnew accountselsewhere, theyneed reassurancethat the companythey are starting arelationship withwon’t engage themin any unauthorizedactivities.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!230 101 examples of effective calls-to-action 231100Here is anotherexample of howyou can mentionthat signing upfor somethingon your websitedoesn’t requireany payment.Consider A/Btesting thislanguage tosee if there areany drastic CTRdifferences.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!232 101 examples of effective calls-to-action 233101You can reassureyour audience thattheir informationis safe with youby embeddingthe VeriSigncheckmark imagenext to your call-to-action. Thisauthenticationservice conveyssecurity and trust.
  • 101 examples of effective calls-to-actionwww.Hubspot.com www.Hubspot.comShare This Ebook! Share This Ebook!234 101 examples of effective calls-to-action 235optimize yourCalls-to-actionfor conversionsGet a custom demo of theHubSpot all-in-one marketingsoftware and find out howyou can optimize calls-to-action for maximum leadhttp://bit.ly/Get-A-Demo-of-HSA lot of the suggestions and examples we highlighted in this ebook have represented CTAbest practices, but sometimes best practices might not be the best practices for yourparticular business. One business might find that a red button in the top left corner of aweb page performs the best for them, while another business might find that red buttonsrarely get clicked, and the top right corner of a web page is the optimal placement fortheir CTAs.Therefore, marketers who are striving to continually increase their call-to-action click-through and conversion rates are constantly conducting A/B tests to determine the bestdesign for their CTAs. We at HubSpot have seen conversion rate increases of 1300%,based solely on improving a page’s CTA buttonHubSpot’s call-to-action tool enables customers to generate CTAs in seconds, A/B testthem for better results, and track them across channels. What’s more, because HubSpotis an integrated all-in-one platform, you’ll be able to use the same CTA you’ve built for yourwebpages in your emails and blog posts, then track its success in one seamless view.Sign up for a free HubSpot 30-day trial and start optimizing your calls-to-action.Want to increase your call-to-action CTR? Conduct A/B tests.“ ”