8 mẫu call to action hay cần có trên trang web của bạn


None of these commoncall-to-action triggers will probablyget you the desired result, because your target audience is more knowledgeable than ever before.

If you want to learn how lớn write the perfect call-to-action that’ll captivate your target audience, educate them và increase your conversions, this in-depth article was written with you in mind.

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One of the main reasons why most landing pages & sales pages are not converting leads inkhổng lồ customers is a weak điện thoại tư vấn lớn action with no sense of urgency.

Not all hotline to action messages are created equal. Most B2B digital marketers aren’t using effectiveCTAs to lớn engage their igiảm giá khuyến mãi customers. And, even worse,some aren’t using them at all. According to lớn Small Biz Trends, 70% of small business B2B sites laông xã a call-to-action.


Stop giving flimsy excuses for your laông xã of an effective call-to-action. Now’s the time lớn focus visitors on simple và effectivedecisions that will boost conversions & establish you as an authority, says Joanna Wiebe.

To be honest with you, writing a call-to-action message that will compel your visitors lớn take the right action isn’t an easy task. Developing a sense of urgency versus being pushy is a fine line. The 8 tactics below will simplify it for you.

Tactic #1: Selling the Trial

Forget freemium. Use a không tính phí trial instead. There are certain calls-to-action that you can’t help but clichồng and the “free trial” CTA tactic is one of them. It works especially well for companies that sell software as a service (SaaS), such as SalesForce.

Don’t be afraid khổng lồ offer a miễn phí trial or a không tính phí ebook. There are at least 8 ways to convert these không lấy phí members inlớn paying customers through email kinh doanh.

It’s vital to lớn guide your visitors as they go through each stage of the buying process. This helps you toidentify what’s effective and what you can ignore và hit the green button lớn buy. There’s a way khổng lồ balance the customer’s needs & objections that’ll help you increase your conversion rate.


When we started KISSmetrics và CrazyEgg, we adopted this tactic to grow our customer base. Shopify grew its revenue 10x within 3 years & now has over 175,000 users, thanks, in part,to its 14-day trial.


If you want your customers to take action, you’ve got to assist them, by removing all possible obstacles. Remember, they’ve sầu got a lot of questions & they’re looking to you lớn provide the right solution.

If you ask them khổng lồ buy after their first encounter with your br&, 84% of them will bounce off your site. But, if you offer them a không tính phí trial, you can increase conversions by 328%.That is the action button you should be focusing some energy on for unique lead generation.

However, when using không tính tiền trials in your call-to-action copy, you’ve sầu got lớn be careful not to thua the trial users at the over of the trial period.

A study conducted by Massey University Marketing Professor Harald Van Heerde and his co-researchers from Tilburg và Maastricht Universities examined household data from 16,512 customers. The study revealed that a large percentage of users who signed up for a không tính phí trial didn’t tăng cấp to lớn a premium (paid) solution after the trial period.

That data should alert you lớn the pitfalls that can trap unwary software service providers.

Through A/B testing và tracking actionable metrics, you’ll be able khổng lồ figure out the optimal timeframe lớn use for your không tính phí trial.

Which of these would work best for you: a 14-day or 30-day free trial period? It’s hard to lớn tell. I don’t know the nature of your business and how responsive sầu and adaptive your igiảm giá customers are.

So, instead of guessing, test it out to know definitively which time period works best for you & leads khổng lồ more conversions to lớn your premium sản phẩm.

For example, Moz offers a 30-day không tính tiền trial:


Shopify offers a 14-day không lấy phí trial, while Bigcommerce chose a 15-day free trial period:


So many top brands, regardless of their large customer bases, still offer không tính phí trial periods lớn new users. For example, take a look at Insightly.com, a popular CRM software service company:

Tactic #2: Write a Benefit-Oriented CTA

Your Điện thoại tư vấn lớn action has khổng lồ offer some form of benefit to the customer. Otherwise, your click-through rate will suffer. Let me explain how important this is, using Google as an example:

You know that the website is primarily powered by nội dung. In the past, before Google started rolling out their algorithm updates, many people weren’t terribly concerned about the quality of their articles, a blog post, videos, a không tính tiền ebook and other content. But, it’s a different ball game today.

Why is Google so passionate about the value that you provide in a piece of content? It’s because of Google’s users.

People are desperately looking for the best possible answers when they use Google as a search engine. If Google doesn’t provide the right answers, they’ll switch over to Bing or some other search engine such as DuckDuckGo. The benefit lớn its users is access to the best information.

In the same vein, your gọi lớn action has lớn show a benefit khổng lồ your users. If people aren’t sure about the value that your CTA button will deliver, they’re not going to lớn cliông xã it.

Having tested different copy on my CTA buttons, I’ve decided lớn stichồng with offering benefits with any action button. At QuickSprout, I promised to help my readers “double their traffic in 30 days.” Then, on the CTA button, I ask them to lớn clichồng lớn watch the không tính phí course:

I’m not the only one who offers value và creates copy around the benefits that users will get if they come on board.

The placement & button color of your call-to-action buttonsis asimportant as the message. Many people have sầu found that placing an opt-in box on the bottom of the copy works best, while other marketers get more conversions when the button is placed at the right of the opt-in field. And the button color often works best contrasting the main color theme of the page.

Does a red CTA button outperforma green button for other psychological reasons in your target audience? It’s hard to tell. These variations in results tell you one thing – you should thử nghiệm every element of your call-to-action including color and button kiến thiết.

Tactic #3: Showcase Instant Gratification

Nobody likes khổng lồ wait. I hate to see a long queue at the airport or bank. You’re probably the same.

That’s why, if you want to lớn grow your online business, you’ve sầu got to ensure that your customer service is working. Trying your customer’s patience, such as with long hold times, comprises 35% of what consumers call bad customer service.

Satisfying your customers is the ultimate reason why you’re in business. And, instant gratification is the opposite of delayed gratification.

When ideal customers come to your landingpage or store, they’ve got questions, such as, “will I get maximum satisfaction from buying this hàng hóa or subscribing to lớn your gmail list?”

In almost every other real-life context, delayed gratification is the key khổng lồ success. We value the things that we have to lớn work và wait for.

When it comes to lớn persuading people khổng lồ take action online, especially when you’re selling a digital sản phẩm (e.g., an ebook or software), even a slight delay in giving people what they want will affect your conversion rate negatively.

You may offer a free ebook, a teaser for lead generationintended lớn increase conversion and clicks that ultimately gets the consumer khổng lồ give sầu you his credit card.

Understand that the web is a virtual space. Consequently, it’sharder khổng lồ trust someone. According khổng lồ Traffic Maven, “today’s consumers are becoming increasingly accustomed to lớn instant gratification.” They want the immediate reward.

If I come lớn your online digital camera store và purchase a camera, I’m not going khổng lồ expect the product lớn appear in my hands immediately after pressing the action button. It’s a physical hàng hóa, and you, as the retailer, have to arrange for shipment and other logistics. But, if I purchase software from your store, I would expect lớn tải về it immediately.

Social truyền thông expert Jon Loomer understands how lớn use the power of instant gratification lớn get people to opt in to lớn his gmail chiến dịch. His gọi to lớn action wording is “Get Ebook,” but it’s been converting well for hlặng.

Russ Henneberry, Director of Editorial for Digital Marketer, strategically uses the power of instant gratification to lớn craft his call-to-action messages. His button text uses two words, “Download Now,” and also uses simple button kiến thiết lớn appeal khổng lồ people’s emotions và persuade them to lớn opt in to lớn a bigger gmail campaign.

Tactic #4: Evoke Curiosity

When you use curiosity effectively, it’ll lead lớn increased sales.

In năm trước, Andrew Sobel listed 6 rules for evoking curiosity. One of those rules is to lớn tell people what you bởi vì và the results that you get, but not every detail about how you do it.

Curiosity is the desire khổng lồ know something. If you craft your call khổng lồ action message in such a way as to create the desire in your prospects to lớn know what’s on the other side of that CTA, they’ll be more willing khổng lồ cliông chồng giving you the lead generation you want. And, the higher your CTR, the more sales you’ll make.

A new study from the University of California-Davis suggests that when our curiosity is piqued, it results in changes in the brain that help us learn not only about the subject at h&, but also about incidental information.

Increasing your customer’s curiosity for your hàng hóa isn’t a matter of pure luông xã. Emotional triggers such as trust, delight, surprise, fun and, most importantly, satisfaction evoke curiosity in your users.

When people trust you, for example, they’re more willing khổng lồ press the action button that you want. In the same vein, when people are delighted with the copy on your landing page or PPC ads, they’ll cliông chồng, because they perceive sầu a benefit.

Curiosity makes you want to jump on an offer, because you can envision the reward and how it can improve sầu your own life. It’s an emotional quest khổng lồ learn more, know more, have more and be more.

Your target audience members are human beings who make rational and/or emotional choices, depending on the information before them.

Copywriters know that people buy products emotionally, then justify the purchasewith xúc tích. If that’s true, then it’s your responsibility to use curiosity in lead generation to lớn evoke emotions that will persuade your customers lớn buy. Even in B2B buying, emotions matter more than ngắn gọn xúc tích.

Creating urgency also helps stoke some curiosity. A sense of urgency compels people lớn “get it now before it’s gone,” while curiosity makes a user look for a reward or benefit such a không tính tiền ebook. When both elements are present, you’ll always see higher click-through & conversion rates for your offers.

Crazyegg, a heat map company I co-founded, has seen a significant growth rate over the years. We’ve used several different forms of copy on our Call to action button, but the version we use now apparently evokes a great khuyễn mãi giảm giá of curiosity.

Lots of site owners would like khổng lồ know the reason why their visitors leave sầu the site instead of inputting their credit card information và buying. The user anticipates finding out that information when they plug their website URL inkhổng lồ the box và clichồng “show me my heat maps.”

Music Law Contracts also evokes curiosity in their call-to-action button. The landing page headline makes a promise and the CTA button delivers on that promise.

lưu ý that when evoking curiosity, you’ve sầu got lớn be honest with your customers. Don’t lure them in with power words & action buttons, only to lớn give them something other than what you promised.

When you promise to give users không tính phí videos, vày that. Stichồng to lớn your promise and your conversion rate will be high.

When writing your Điện thoại tư vấn khổng lồ action, you should find a way khổng lồ integrate these persuasive words:


On the KISSmetrics blog, we understood the impact of using persuasive sầu words lớn convince users to lớn join our email chiến dịch. Take a look at our former pop-up box:

Tactic #5: Aggravate the Problem, Then Offer the Solution

A research study by 1st Financial Training Services revealed that 96% of unhappy customers don’t complain – yet 91% of those will simply leave sầu & never come baông xã.

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More often than not, what it takes khổng lồ write a gọi to lớn action that compels the customer to lớn cliông xã & follow-through is a deeper understanding of your audience. And, according lớn Lee Resource, “for every customer complaint there are 26 other unhappy customers who have remained silent.”

Demian Farnworth shared a powerful copywriting formula for dominating social truyền thông media platforms và captivating people’s minds:

Identify a problemAgitate the problemProffer a solution

How can you leverage each of these elements to craft a call-to-action that gets your prospects khổng lồ buy? Let’s explore each of these elements và see how it can improve sầu click-through rate và conversions for our calls-to-action.

Identify a Problem

Your ability khổng lồ identify your audience’s dominant pain makes all the difference. When you understand what problems they’re experiencing, you’ll be better able lớn provide the right solutions.

Rethành viên, most of the problems that your target audience says they’re experiencing aren’t actually the main problem. For example, if you’re a website traffic expert và your responsibility is lớn help your team drive sầu targeted visitors lớn a websiteto lớn increase lead generation, what bởi vì you think the first step should be?

One solution is to lớn first phối up a landingpage khổng lồ convert visitors into lớn leads. Then, you would create a valuable lead magnet, lượt thích a không lấy phí ebook or trial, lớn persuade the visitors to sign up. If you plan khổng lồ run a Google AdWords PPC or Facebook ad campaign, your trang đích cần seo has to lớn be ready before you write your ad copy.

In this case, the dominant problem of your audience isn’t website traffic per se, but trang đích cần seo optimization. After all, if the trang đích isn’t optimized to convert visitors into leads, no amount of traffic will help.

You can use Quora lớn help identify your target audience’s problems. If you consider the question below critically, it’s apparent that the person who’s asking this question isn’t a novice when it comes to lớn website traffic and lead generation. Take a look:

What the person wants is a way to get traffic for miễn phí. This means that if you advise them to use PPC advertising, you’ve failed to identify their problem properly. It no longer matters what the button color, button text or button thiết kế is. It’s the wrong lead generation campaign.

In the same vein, if your call-to-action doesn’t acknowledge your customer’s problems, you’ll get few or no clicks at all.

One site that understands its users & their dominant problem is HelpScout. The headline communicates as much: it acknowledges that many help desk solutions don’t deliver efficient customer service và reassures users that HelpScout knows they don’t want lớn settle for that kind of solution.

Help Scout tells users, in their Điện thoại tư vấn khổng lồ action, to “see the difference” – the difference between other help desk solutions and the HelpScout solution.

Find a way to lớn identify what your igiảm giá khuyến mãi customers are struggling with và leverage that lớn draw them inlớn your offer.

Agitate the Problem

After you identify a dominant problem, but before you proffer a solution, you should agitate it. To “agitate” means to lớn arouse interest or make somebody toàn thân anxious about something.

If you don’t agitate or address the problem head-on emotionally evoking the sense of urgency, then consumers will never know that you have sầu the solution. A recent Forresterstudy reveals that 45% of U.S. consumers will abandon an online transaction if they perceive sầu that their questions or problems aren’t addressed.

Your target audience may not know the implications of the symptoms they’re experiencing as a result of their problems. If that’s the case, then it’s your duty to let them know about it.

This copywriting technique has long been used by Dan Kennedy, Ted Nicholas and other renowned copywriters.

Here are two examples of an agitated problem, from Robert Stover:

Remember that you can agitate a problem in your landing page headline, subtitles và bullet points. Each of these elements will either increase or decrease conversions for your call-to-action.

Vistaprint, a company that prints business cards & other sale materials, understands how lớn convince its prospects và customers. On the landing page, the companybelieved that most marketers and business owners have sầu problems with getting the word out và acquiring customers.

If your target audience consists of business owners who are tired of creating content to lớn drive traffic to increase their sales, all to lớn no avail, you can capitalize on that when writing your landingpage headline. Your headline could be something lượt thích the following:

Stop Writing More Content. Use This 3-Step Formula to lớn Turn Your Old Content Inlớn a Lead Generating Machine!

Offer a Solution

This is the final element và it can make or break your call-to-action. You have lớn offer a solution lớn the problems that your users are facing.

It’s not enough to simply identify và agitate the problem – your job is lớn make the solution available to lớn them. If they buy in, they might not buy immediately. This is where the follow up gmail chiến dịch converts on lead generation.

In his book, The Customer Service Solution: Managing Emotions, Trust, & Control to lớn Win Your Customer’s Business, author Sriram Dasu explains how consumers perceive services & shows you how to lớn enhance customer service, every time, by solving their problems.

An example of a brand that knows how khổng lồ proffer the right solution is Webnode, which enables users to lớn create websites easily, especially if they don’t want to lớn mess around with code. Their call-to-action says it all:

Awesome Web, a site that helps you find và hire web designers và developers, uses a slightly different approach in its call-to-action. Instead of using a CTA button, it uses text link pointing lớn different services. But first, the site asks the user to lớn identify which problem they’re facing:

At Quicksprout.com, I used a similar formula lớn craft my landingpage message and call-to-action. I started by asking a question: “Do you want more traffic?”

Of course, no reasonable digital marketer would say “no.” That’s why I created the Quicksprout tool khổng lồ help them identify why they’re getting traffic, what steps they’re missing and what steps khổng lồ take to lớn get more.

Tactic #6: Leverage the Urge lớn Belong

Have sầu you ever felt like you missed out on an opportunity that could’ve sầu transformed your life and business? Human beings have sầu this urge in their DNA to lớn always belong. Your ideal customer doesn’t want khổng lồ miss out on what others are already experiencing.

The urge to belong is related khổng lồ the concept of social proof. Techcrunch noted that social proof is the future of kinh doanh, because it’s the easiest way to ease customer’s minds & eliminate their objections.

Social proof is centered around a concept that people will take action based on what others have done. In other words, it means “following the crowd” – doing the same thing that they did, because you don’t want lớn miss out on the reward.

Here’s an excerpt from ConversionXL, khổng lồ help you understand social proof better – Dr. Robert Cialdini is the father of persuasion and influence:

A lot of brands use social proof in various ways – i.e., the number of people who have sầu joined their email danh sách or use their sản phẩm – in crafting their Gọi to lớn action messages.

For instance, MailChimp, an tin nhắn marketing company, notes that over 8 million users have already become MailChimp users. This would likely motivate first-time visitors to lớn convert, too.

Help Scout’s kinh doanh expert, Gregory Ciotti, also uses social proof to lớn grow the company’s email danh sách. One of the ways he persuades first timers to lớn opt in is by displaying the current number of email chiến dịch subscribers:

If you study examples of social proof critically, you’ll see that the vast majority of them aren’t written directly on the call-to-action buttons. And, that’s appropriate, because the call-to-action itself should only contain carefully selected copy aimed at leading the customer lớn click the button.

Pat Flynn, founder of SmartPassiveIncome.com, also uses social proof to showcase his email campaign subscribers and persuade new visitors lớn sign up.

Social proof can work on other parts of your site, not just on the main blog section or trang đích cần seo. Several smart bloggers showcase the number of their subscribers on the sidebar, lớn persuade new users lớn opt in. Darren Rowse, founder of Problogger.net, is a good example:

Tactic #7: Use a Strategic Cliffhanger

You’ll never believe sầu what happened next…!

Cliffhangers are primarily used by fiction authors và screenwriters. A cliffhanger is just an unresolved ending in a part of a serialized drama or book that leaves the audience or reader eager khổng lồ know what’s going to happen next.

Cliffhangers can also work for marketers. You need people to cliông xã your call-to-action button, whatever the button design is, or you won’t get any conversions. The CTA is the tipping point between the time “bounce” & “conversions.”

It’s cliffhangers that make fans and movie enthusiasts want khổng lồ tune in to lớn the next episode of a TV or movie series.

Hollywood does a great job at segmenting a movie inlớn a series of films, so that the audience will want lớn watch all ofthe films in the series to find out what happens at the kết thúc. Dr. Seuss says it best:

If you use the same strategy to lớn craft your call-to-action message, your target audience will be compelled to clichồng the button text to find out what’s on the other side.

As human beings, we need closure in our lives. The open loops that are created in Hollywood movies, bestselling books và marketing stories leave us dissatisfied.

Hence, we’re always on the lookout for more & we want lớn keep reading until we get khổng lồ the end. Here’s a perfect example of a cliffhanger that Kevan Lee used to initiate a call-to-action in this tweet:

Turbotax, tax preparation software owned by Intuit, understands that storytelling is a powerful marketing technique that no one can resist. As long as the target audience consists of human beings who are driven by emotions, this will remain true.

Turbotax.com uses the cliffhanger concept khổng lồ persuade potential customers lớn watch its video:

Evernote uses a cliffhanger lớn get users to lớn nâng cấp lớn a premium solution, right on their homepage. The CTA button (Go Premium) itself is a mild size of a cliffhanger, because it entices the user khổng lồ find out what features are available in their premium version:

Cliffhangers can be applied in any field. If you’re a freelance website developer, you could write three different call-to-action messages that will appeal to lớn customers looking for WordPress web thiết kế, HTML web thiết kế & Joomla web design. Writing a blog post with a cliff hanger leads khổng lồ regular subscribers and more engagement as each blog post builds on the last.

Content Marketing Up is a perfect example of a blog with multiple cliffhangers. Potential clients can easily choose what they want:

FreshBooks applied the above technique in its call-to-action. Since it’s offering accounting solutions lớn non-accountants in various fields và industries, they crafted four different CTA buttons.

Your CTA copy is a crucial element of every trang đích cần seo. You have khổng lồ make sure that it’s relevant, useful & easy to underst&. A little tweak in the copy can make a lot of difference.

For example, Fitness World, a major chain of gyms in Scandinavia, changed its CTA copy from “Get membership” to lớn “Find your gym & get membership.” That simple change led lớn an impressive result: the company’s click-through rate increased by 213.16%.

Tactic #8: Offer a Bonus

We all crave a reward. There may be no such thing as a không tính tiền lunch, but we humans can’t resist the allure of a freebie, including a không tính tiền ebook that piqued our interest.

So, one effective sầu way lớn attract and retain more customers is by offering them a bonus. You should also start offering a bonus in your call-to-action message.

When a company or service provider gives you an opportunity to lớn save some money when placing an order, that’s a form of reward, because the risk is on them.

Verizon offers customers the chance khổng lồ save $300 when they trade in a phone for a new one. In fact, most telecommunications service providers use “bonuses,” such as extra savings, không tính tiền shipping, buy-one-get-one-miễn phí offers, and rebates. Here the button text is essential khổng lồ convey getting paid.

Sell the trial, write a benefit-oriented CTA, showcase instant gratification, evoke curiosity, offer a solution, leverage FOMO, offer a bonus, or use a cliffhanger.


Your trang đích cần seo, contact us page, promotional banners, sales copy & PPC ad campaigns will generate chất lượng leads & customers to your business when your call-to-action button is clicked.

To a large extent, a high click-through rate will result in a higher conversion rate, if all other elements (such as your sales funnel and offer) are well-optimized for your target customers.

Remember that you don’t have a blog traffic problem. The major challenge associated with building a profitable blog, sales funnel or hàng hóa is getting the right people to clichồng the “Order” or “Add To Cart” button.

If you can persuade a handful of people lớn bởi vì that every day, you’ll see consistent sales.

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Finally, whether you’re driving traffic from tìm kiếm engines or through social truyền thông referrals, keep in mind that you’ve sầu got lớn chạy thử your call-to-action messages, copy và button thiết kế.

There is no single rule for writing a compelling CTA. It’s only by testing variations that you can be sure of what works.

What is your best strategy for writing a call-to-action that compels the right people to lớn click & follow through?