Ready to turn prospects into buyers?
You’re about to see six call to action examples that show you how to use both call to action phrases and smart sales page design to help boost conversions on your sales page.
How to convince prospects to click that “Buy Now” button
Your future customer has clicked through to your sales page. They scroll all the way down and are at the point that they will either buy — or not.
All the sales page copywriting in the world won’t help you if your call to action doesn’t convert.
Let’s look at how you can use high-converting, effective call to action phrases so that you make sales and see conversions for your online offer.
The call-to-action examples that follow will help convince more of your prospects to click that big, beautiful Buy Now button so YOU make more sales!
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Your sales page should do your heavy lifting
You can’t be there in person to walk your prospect through your sales process. That’s the job of your sales page.
One of the core principles of marketing is this: A confused mind doesn’t buy. That’s why it’s crucial to use call to action phrases that are clear, convincing, and designed for conversions.
As in all things online marketing, there are two aspects to think about. Your call to action copy, and your call to action design.
We’re going to look at both of them in this article. The concepts you’ll learn from the six call to action examples below (“CTA examples,” as we say in the marketing industry) will boost your sales page conversion rates.
Call to action example 1: Short, clear messaging
Let’s start with call to action phrases. The most important thing to keep in mind when it comes to the text of your call to action (CTA) is to keep it short and clear.
This is not the time to use clever wording or to try to be subtle. Your call to action phrases should literally call the person to take an action right now. Not later — now.
Write call to action phrases as commands, not questions.
Don’t say, “Ready to start earning more in your current job? If so, here’s where you can take the first step and join our 30-day program.”
What’s problematic in this CTA copy:
- It starts with a question
- It’s way too many words
- It doesn’t sound decisive
- It doesn’t sound like a command
Instead, you want to say, “Earn more in your current job — join now.”
Let’s look at a real-life example of a short, clear, compelling message.
The image above is from Pam Slim’s order page for her book, The Widest Net.
It’s a slight variation on a sales page, but it’s one of the great call to action examples of short, clear messaging.
Pam’s CTA copy is powerful: “Your work is world-changing. Let’s help you find your customers.”
It’s the perfect message for her ideal customers.
She follows up by describing concrete, actionable steps her customer can take to get what they’re looking for: “The Widest Net is a step by step method for building a thriving business.”
The next statement, “Order now and get these bonuses” reinforces the text on the button below it. The promise of bonuses gives buyers another reason to take action immediately.
Call to action example 2: Design for attention
This might seem counterintuitive, but your call to action design is a place where you might want to forget your brand colors.
Why? You want your call to action to stand out from the rest of your sales page. To do this, add white space around your call to action.
Then make your text bold and clear, and make it stand out.
In this call to action example, digital marketing coach Caroline Oneydinma uses lots of white space around her compelling message, “Go From Story to Sale In Just 30 Minutes a Day.”
The CTA button for her Sold With Stories program pops on the white background and is a highly effective contrast to the grey-blue in the program name and graphic element on the left side of the image.
Call to action example 3: Button copy
Most calls to action include a button — you’ll see them in every call to action example in this article.
Your call to action button copy is important.
The best advice I ever received about what to write on your CTA buttons was from copywriter Joanna Wiebe, founder of Copyhackers:
Your button copy should fill in this blank: “I want to _________.”
Whatever words would go in that blank are what should go on your button.
In the above example, which is a sales page design from a Copyhackers email course, the answer is crystal clear. Their customer wants to Master Emails Now.
Remember our call to action example #1?
Write your CTA as a command, and encourage customers to take action now. The Copyhackers button does both.
The copy above and beside the button emphasizes the connection between email marketing and revenue.
The text on the button is the answer to their customer’s “I want to ____________.”
Call to action example 4: Button design
It’s important that your button design stands out from the rest of your page. Make the button nice and large and bright, and in a contrasting color.
Your call to action button is not a place to be shy about your design choices. Your sales page design is vying for your customer’s attention over the online noise all around them.
Be loud and proud and call on your customer to click.
Take a look at the button on the sales page for my BIG League program.
The fresh, bright green against the blue-purple background can’t be missed, and it’s the right color to stand out without clashing.
Check out the entire BIG League sales page design to see all the call to action examples I share in this article at work.
Call to action example 5: Pricing table copy tips
Here’s an advanced CTA example that often appears on sales pages — the pricing table.
Pricing tables appear in the section of your sales page where you’re asking your prospect to buy.
The features of the offer are listed on both sides, and the price is listed so that your buyer can decide to make a purchase at the price point that they prefer.
An excellent way to display a pricing table for a product or a service that has more than one price point is to create columns that list everything that’s included in each one.
When you list everything included in your price points, it’s easier to establish a premium pricing strategy for your online offer. Your pricing table helps your customer better understand the transformation you provide or the problem you solve.
Give each price point a distinct name.
A very simple way to do this would be to say one price point is Regular, and the other is VIP. Or you could have Bronze, Silver and Gold levels. Or you could simply give them an aspirational name, like Starter Pack and Advanced Level.
In the call to action example above, Scarlett from Wealth Builders Society uses Bronze and Silver for her membership levels.
Their features are clearly displayed in two columns, and the bonuses stand out through the use of a contrasting color.
Give some thought to naming your price points. Branding your packages or products this way will get people excited about investing in your offer.
Call to action example 6: Pricing table design
Pricing table design includes things like showing a product or service package name.
I recommend you list the name at the top of the column, and then add all the features that are included in each of the price points.
This is important: When you list features in each column, add the additional features to the bottom of the column that has more features — your higher-priced option.
A well-designed pricing table is a visual representation of the value of your higher-priced offer.
In the example above, you can see how Pathfinder SEO differentiates their three packages.
The number of features doesn’t change a lot, but the content of the packages does. The amount of coaching, keyword queries, and tracked keywords go up considerably as you move from Standard, to Pro, to Pro Plus.
I use Pathfinder, by the way, and was interviewed by Pathfinder Marketing Director and SEO Coach Erik Wardell about how to test your service based business. You can watch the interview on my YouTube channel.
When designing your pricing table, it’s smart to include a regular price, and then the actual price that your customer will pay. This is called anchor pricing, and don’t be afraid to use it.
Give people a higher regular price, and then show them that they don’t need to pay that much.
One way to do this visually is to add a strikethrough on the regular price and to bold or highlight the actual price to make it stand out, like in the example below.
Bonus tip: Take a break before you write your call to action
When it comes to a sales conversion strategy, it pays to spend extra time on your call to action phrases. Unfortunately, lots of folks are tired by the time they get to this part of their sales page.
You might want to take a break before work on the call to action part of your sales page design. You can even create it on a separate day so that you can give your CTA your full energy and attention.
I hope you find these call to action examples helpful.
The next time you’re finishing up the process of writing your sales page, fire up this post for call to action examples you can use to inspire you!