In this presentation, we will look at how important CTAs are for landing pages. Let us kick it old school, shall we! You announce a 30% discount in the papers (the digital counterpart would be your PPC campaign). People come swarming in to your emporium (going too far back, am I?). However, without proper cues guiding the visitors’ actions, what will be the result? More Bounces! Check out the image in the presentation: Though there is a signpost for the 30% Discount Sale, people coming from the opposite direction might miss it entirely. Maybe a banner at the shop entrance saying 'Come In to get 30% off on Groceries' would have helped bring in more traffic. In case of your landing page too, the visitors would bounce off to someone else’s website, if your CTAs are confusing. In newspaper ads, there was the advantage of onetime cost, but in PPC campaigns, you pay every time a visitor clicks your ad. Therefore, marketers, time for a big kibosh to poorly designed and copy edited CTAs. This is how you can stop wasting those clicks: How to create Landing Page CTAs that work? 1. "It is all about the Placement" I know it’s getting old, but seriously, some clichés are clichés for a reason (another cliché, I know): This is one of them. Can it get any simpler than: a) Keeping it above the fold, and b) Keeping from shoving it right in the face of your visitor without any prior context. 2. Keep a CTA below the fold as well 3. Make it stand out 4. Let it flow, people 5. Nobody likes a liar 6. Design, design 7. One thing sums it all: Content 8. Be proactive; reassure the visitors 9. Secondary CTA 10. A/B Testing These were our suggestions on how to create landing page CTAs optimized for conversion. If you have some ideas of your own that worked for you, please let us know.

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How important are CTAs?
The advertisement about a “30% discount” can only be seen by people walking in from the left.
Those walking behind it or on the right, cannot see it. Had this been on the grocery store
hoarding, it would have been more effective. The same logic can be applied to CTAs. Therefore, it
is important to create effective landing page CTAs.
30% discount
Effective
-because
people
can see it
Ineffective -
because
people can’t
see it

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How to create Landing Page CTAs that work?
It is all about the Placement!
a) Keeping it
above the fold
b) Keeping from
shoving it right in
the face of your
visitor
1

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Give them: an easy action, without the need to scroll back up.
Keep a CTA below the fold as well2
Most people these days do not want to read. However, there are those rare ones, who
would actually read through before taking a decision. These visitors are important. They
are DEFINITELY not the casual tourists.

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Make it stand out!3
Let it flow - It should become such an innate part of the landing page copy, that
a CTA at the end seems obvious.
4

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Nobody likes a liar - Never promise what you cannot deliver!5
Designs make all the difference6
If you are thinking of collecting
information from your visitors and
then reneging, rethink. Not only is
this wrong but you would lose your
credibility. Promising free XYZ and
providing diddlysquat isn’t going to
get you anywhere. Keep your
word.
CTA design would vary, depending
on what you wish to achieve. Use
easily recognizable icons for the
more common CTAs. One great
example here is the ‘Add to cart’
phrase; people recognize it from
far away.

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One thing sums it all: Content7
Be proactive; reassure the visitors8
Choice of words is one of the most important
aspects of any conversation. Therefore, on the
CTA, choose the message wisely. ‘Submit’ or
‘Contact Us’ below the form are not good Calls to
Action. ‘Download E-book NOW’, sounds enticing,
and lets the people know that an e-book is what
they would gain on that click.
Your visitors have been swindled out of their
information before, and like it or not, they would
be skeptical. Premeditate the skepticism: words
like ‘your details are safe with us’ help.

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Secondary CTA9
Most importantly: A/B Testing
If your landing page is trying to hard sell
something; have a bolster CTA in addition
to the main one. For instance, in addition
to ‘Buy NOW’, have a ‘Sign up for a FREE
Trial’ button as well. However, there should
be a clear indication of the priority (For
instance, low-priority CTA can be duller in
colour).
It is very important to analyze what kind of
message, positioning and design of the CTAs are
working the best for you. Therefore, to really learn
how to create landing page CTAs, keep testing.
However, to identify the causative element of any
change successfully, try to test only one element
at a time.

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To know more about effective landing pages CTAs, read this post.