Call-to-Actions are the lifeblood of any compelling marketing campaign. They are essentially the element that catches a website visitor’s attention and entices them to perform an action. It’s worth your time to explore some excellent businesses and blogs that embrace the call-to-action concept and show you the graphics they use to get the job done.
Zenfolio’s landing page is the perfect example of content created for a target audience. Notice the stylized “FREE TRIAL” and “LEARN MORE” buttons. Of course the company highlighted the “FREE TRIAL” button by using a simple gradient orange.
Thesis DIYthemes ensures the call to action button is an unmistakable CTA. Including phrases like “30-day money back guarantee” builds a sense of trust with the consumer; providing them with an incentive to move forward.
Copyblogger includes a subtle suggestion indicating one package is a better value than the other. This simple bubble like CTA graphic does its job very well by appearing personable in design and highlighting one option above another. Simple tweaks in website design make a world of difference.
StudioPress does an excellent job by creating a simple yet informative design while highlighting the Call-to-Action graphics. Notice that even if other images are larger than the buttons themselves they still stand out because of the choice of color and placement.
Magento does an excellent job highlighting their call to action graphics as well as segmenting their leads. Notice how small the “Try the Demo” button is. Magento understands that website visitors who are ready to buy the product are also looking to see exactly how it works. Therefore, even if it seems a bit subdued in the background they know visitors were clearly looking for this option. However, they made sure to place it at the top of the page so it’s easily found. Magento also provided options for businesses based on size: notice the “Small Businesses” and “Enterprise Businesses” buttons. They give their visitors the option to select what content best suit their needs. Be sure to embrace content delivery because according to Forrester Research approximately 50 percent of sales are lost because website visitors cannot find what they are looking for.
Hubspot.com’s use of imagery and CTA placement is a surefire option to attract visitors into their inbound marketing sales funnel. One important consideration is the fact that all the images are relevant to the CTA. The call-to-action also includes the word “FREE” highlighted by a green backdrop.
Viddler’s landing page includes several CTA’s. The company also segments its website visitors into three categories people who are ready to use the product, people who need more information, and people who need a personal one to one connection. The buttons are placed at the top of the page, and the live sales support chat hovers at the foot of the browser so that it remains above the fold. The company does not auto-play videos but instead gives the user the option to click through. This is important because the design itself does not add any unnecessary distractions.
Mailchimp’s landing page is simple yet playful and yet they also highlight the ‘Sign Up Free’ option with the use of color. The top black sign up free button allows the user to sign up at any location within the site. It’s important to always make your call to actions visible and accessible to the user. The general rule is, “if they don’t see it – it won’t convert.” Interestingly enough many companies don’t embrace this concept. According to User Interface Engineering website users cannot find what they are searching for 60 percent of the time.
Hootsuite’s social media dashboard highlight its call to action with a styled option form, colored buttons, and the word “FREE”. The company also gives users the option to learn more about plans and pricing.
Skype uses a bold pop of color to highlight their call to actions. The pink “15% discounts” and special offers creates an incentive for users to click. While the white “Join Skype” button gives visitors an option to get started immediately.
ShoeDazzle really got it right in terms of simplicity and content relevancy. The company uses the website backdrop itself as a stylistic design. Upon entering the site you are immediately presented with an un-blockable hover form which guides you through the entire ShoeDazzle registration process. The hover form includes direct call to action graphics like the “Get Started Now” button and bubble pricing. They are also very clear about the pricing and process. This way users who enter are psychologically prepared to perform specific actions.
Basecamp by 37 Signals
Basecamp employs content specific imagery that describes to users exactly what the service provides. They then use key e-commerce phrases like “No credit card required” and “30-day free trial.” The CTA is highlighted by a green button. Nearly every element on the website is a call to action. Notice how the company highlights the phrase “Millions of people”. This immediately conveys reputation and trust. This is an all around excellent example of a powerful Call-to-Action graphic.
This company does an excellent job highlighting their call to actions. First they have support and contact information located at the top of the page. Second, the call to action graphics are not just the button itself but also the designs which display delivered products and an “as featured in” text graphic that adds a sense of reputability to the website. All of which are enveloping the “Get started now” button.
Symantec’s call to action is ingenious and actually very unique. When a visitor scrolls over the “Products and Services” navigation tab they immediately see an SSL free trial CTA graphic. This is a highly targeted strategy for people who are interested in the actual products provided by this company. This is a very clear example of why it’s not just design that’s important but the placement of a call to action graphic as well.
You’ve now seen some great examples of call-to-action graphics. They are all unique in their own right. However, each of them have similar characteristics. They are relevant to the service/product, engaging and creative yet simple, place an emphasis on color distinctions, and incorporate buttons as a standard expectation to click. Now you’re ready to create your first call-to-action graphics. If you need help just let us know. We’re here to help you build your business.