Call to action (button)
Posted: Wed Jan 29, 2025 7:05 am
A call to action is the key feature of commercial offers – a magic button that makes customers make a decision here and now.
The easier the first step is for the user, the more likely they are to leave a request. The target action should not oblige you to do anything, so avoid calls to action such as: " Buy", " Order" and the like.
We need to sell the next step on the insurance leads for seniors landing page. Therefore, the calls to action should be as follows: " Find out the cost", " Download the price list", " Book a discount", " Select a product", etc.
In our case with chips on the windshield, the potential client will be primarily interested in knowing the cost of the work. We make the following call to action: " Calculate the cost of repairs."
Call to action
Deadline
The offer should have a limited duration so that the customer clearly understands that if there is no immediate response, he may miss out on something beneficial.
Therefore, we need to add a time or quantity limit to our offer. This will encourage the user to leave a request right now.
For example : “Offer valid only until March 22”, “Only 24 items left”, etc.
We add the following entry to our landing page: “ There are 6 free appointments left for this week.”
Deadline
An example from our practice : after we added a deadline to a landing page for wholesale kitchen goods, the conversion increased from 5.24% to 6.38%.
Without a deadline, our client's landing page looked like this:
No deadline
Our client's landing page after adding the deadline:
With the addition of a deadline
Image of a product or service
The image should immediately evoke an association with your service or product. If there is an opportunity to show the product in action, this will only increase conversion.
For example , if you sell bean bag chairs, it would be better to show not just a single photo of a bean bag chair, but a happy person sitting in that chair.
And if you sell home water filters, then instead of showing a picture of the filter itself, it would be better to show a photo of a child drinking water straight from the tap.
In our case, the potential client will be most interested in seeing what the glass will look like after repair. Therefore, we add photos BEFORE and AFTER the chip repair to the landing page.
Image of a product or service
Main advantages
Identify 2-3 of your main advantages and indicate them on the landing page. It is important to indicate specifics in the advantages; phrases such as “best price”, “experienced specialists”, “fast delivery” are better not to use.
It is also important that the benefits should be YOU-oriented, that is, they should be beneficial for the client.
Let's look at an example :
Bad - "We use modern equipment ."
Good - "Drills with a diameter of 0.25 mm allow you to eliminate the chip by 95% ."
Bad - "Car services throughout Moscow ."
Good - "Wherever you are, one of the points will always be within 15 minutes' drive ."
Main advantages
Contact details
In the upper right corner we must indicate the phone number - it must be either a landline number or in the 8-800 format. Mobile phone numbers do not inspire confidence.
It is important to indicate the address of your office or production facility; if there are several, you can display a list of addresses in a pop-up window that will open via a link.
You can also add a WhatsApp icon - when the client clicks on it, a dialogue with you will open.
The easier the first step is for the user, the more likely they are to leave a request. The target action should not oblige you to do anything, so avoid calls to action such as: " Buy", " Order" and the like.
We need to sell the next step on the insurance leads for seniors landing page. Therefore, the calls to action should be as follows: " Find out the cost", " Download the price list", " Book a discount", " Select a product", etc.
In our case with chips on the windshield, the potential client will be primarily interested in knowing the cost of the work. We make the following call to action: " Calculate the cost of repairs."
Call to action
Deadline
The offer should have a limited duration so that the customer clearly understands that if there is no immediate response, he may miss out on something beneficial.
Therefore, we need to add a time or quantity limit to our offer. This will encourage the user to leave a request right now.
For example : “Offer valid only until March 22”, “Only 24 items left”, etc.
We add the following entry to our landing page: “ There are 6 free appointments left for this week.”
Deadline
An example from our practice : after we added a deadline to a landing page for wholesale kitchen goods, the conversion increased from 5.24% to 6.38%.
Without a deadline, our client's landing page looked like this:
No deadline
Our client's landing page after adding the deadline:
With the addition of a deadline
Image of a product or service
The image should immediately evoke an association with your service or product. If there is an opportunity to show the product in action, this will only increase conversion.
For example , if you sell bean bag chairs, it would be better to show not just a single photo of a bean bag chair, but a happy person sitting in that chair.
And if you sell home water filters, then instead of showing a picture of the filter itself, it would be better to show a photo of a child drinking water straight from the tap.
In our case, the potential client will be most interested in seeing what the glass will look like after repair. Therefore, we add photos BEFORE and AFTER the chip repair to the landing page.
Image of a product or service
Main advantages
Identify 2-3 of your main advantages and indicate them on the landing page. It is important to indicate specifics in the advantages; phrases such as “best price”, “experienced specialists”, “fast delivery” are better not to use.
It is also important that the benefits should be YOU-oriented, that is, they should be beneficial for the client.
Let's look at an example :
Bad - "We use modern equipment ."
Good - "Drills with a diameter of 0.25 mm allow you to eliminate the chip by 95% ."
Bad - "Car services throughout Moscow ."
Good - "Wherever you are, one of the points will always be within 15 minutes' drive ."
Main advantages
Contact details
In the upper right corner we must indicate the phone number - it must be either a landline number or in the 8-800 format. Mobile phone numbers do not inspire confidence.
It is important to indicate the address of your office or production facility; if there are several, you can display a list of addresses in a pop-up window that will open via a link.
You can also add a WhatsApp icon - when the client clicks on it, a dialogue with you will open.