The CTA or Call to Action is the smallest but most important aspect of your website. All the rest of the website is aimed to sell things and provide your customers information, the Call to Action is the final step in that journey, and it’s something that will compel your website visitors to act. Naturally, it needs to be attractive and persuasive.
Expert marketers will use different emotion triggers to get visitors to click that button. The emotional triggers are important too. They give the visitors and prospects the nudge to take the leap. Here’s a list of emotions you can use to get the visitors to click that button.
1 – Urgency
This needs to be used very carefully. If you go overboard, you might end up threatening and pressurizing people instead of simply compelling them. You can create a sense of urgency by saying, ‘this offer won’t last for long, so book now!’ or something along that lines. The idea is to create a sense of urgency with the customer. Of course, this works best if you have a good offer or discount to accompany that Call to Action. This is one of the most common tools used by marketers but its certain effective.
2 – Togetherness
People love to be a part of something. There’s an instinctive part of us that just loves to be a part of groups or teams. You can use this innate desire in your CTA to prompt people to click the button. You can use sentences like, ‘Let’s get started,’ or ‘Come join us.’ These work well because they sound warm and welcoming. They invite people in gently. This is also a very common emotion used in CTAs, but it really works.
3 – Excitement
Excitement is a great emotion to use in the CTA because you start off on a great, energetic tone. Phrases like, ‘got to have some fun?’ or ‘what are you waiting for? Get started on your new adventure’ etc, can awaken a feeling of excitement and anticipation in your customers. Using excitement can make your CTA highly effective as the enthusiasm tends to carry on and makes the customer’s interaction with you cheerful and happy.
4 – Curiosity
Curiosity is a very powerful motivator because it can actually bring back the customers who turned away. If you tempt them enough, they might remember you for a long time until their curiosity gets the better of them and they click on the CTA. You need to create an air of mystery or offer something tempting to your customers. Good examples of such a CTA would be, ‘What to explore further? Just click here!’ or ‘Why not step in and know more?’ These are just simple examples, you can use mystery, intrigue, and withhold information to awaken curiosity.
There are several other emotions that you can use to in your CTA to convince people to click on the button. You just need to remember that restraint and creativity is important. The CTA won’t be effective if you don’t plan and implement it correctly.