2. Shopify CTA: “Try for free” or “Check out plans”
Shopify uses a double CTA at the top of its homepage, highlighting the main button with a contrasting color. This makes it easier for you to take action and improves the user experience if you’re already familiar with the platform and have decided to try it out. Still unsure? No problem, click on the secondary CTA to see more details.
How to use this CTA for your business
- Decide what your main CTA will be and focus the rest of your copy on achieving that action. Don’t dilute the power of your message to improve conversion on your landing page .
- Look at the page and ask yourself if, at first glance, it would be clear where to click. No? Then it’s time to make your button stand out more. Play with the color, position, and spacing with the rest of the elements.
- Use microcopy alongside your CTA to reduce uncertainty about payment or to mention what will happen when you click. If you add a “Book Now” button, do like Airbnb and say “We won’t charge you yet.”
3. Daniela Luque CTA: “Click” to follow on LinkedIn
Daniela Luque doesn’t just say “Follow me” at the bottom of her post, but adds precise, visual prompts to eliminate any doubt or friction . And the best part is that she reinforces the action with her value proposition: “I boost your personal brand on LinkedIn.”
How to use this CTA for your business
- Make it clear what value you offer or what they will gain from the action you ask them to take: “Follow us so you don’t miss out on more discounts like this one.”
- Make the CTA stand out from the rest of your post by playing with space, emojis, and other elements like Daniela does.
- Save your call to action, ready to copy and paste into every post.
4. Neil Patel’s CTA: “Join the Marketing Freaks team!”
Neil Patel plays on the feeling of belonging to invite you to work at NP Digital. If you want to attract staff, you cannot send an impersonal message. On the contrary, it is always better for the person to feel included and identified with your community . In addition, this “definitive change” already tells you that you are not going to work in “just any” company.
Personalized CTAs are 42% more effective than generic ones (although you’ll see later in which cases a generic one is better).
How to use this CTA for your business
- It also helps attract subscribers. It reinforces the emotional connection you’ve built with previous content, whether it’s reminding you of the main benefit (“Start selling online today”) or why you’re different (“Game-changing fitness tips in your inbox”).
- Give your community a name and mention it in your call to action. Reflect an attitude that resonates with your target audience. Imagine something like “Fitness Addicts” or “Pizza Foodies.”
- Include simple, immediate action verbs like “Join” or “Get Access Now,” or motivational messages like “Dramatically Transform Your Workouts.”
5. ASOS CTA: “View bag” or “Pay now”
When you add items to your shopping cart, ASOS offers you to pay instantly or “View bag”. With this call to action, the store prevents cart abandonment at the time of conversion , as it reassures those who need to review and confirm the details before proceeding to payment. What’s more, its “Free shipping and returns” message further reduces this anxiety ( 70.19% of carts are abandoned due to a lack of clarity at checkout).
How to use this CTA for your business
- Try putting your primary button on the right, where the view pauses longer before jumping to the line below.
- CTAs like “Pay Now” work because they are clear, concise, and direct. The person who is willing to pay will specifically search for those types of words that are familiar to them. See, generic works too.
- Take advantage of the page where the person reviews the order to resolve common questions and objections: “Remember that shipping is free,” “Just 10 € more to get a 15% discount.” As you can see, the cart page is your best ally.
6. AIRE CTA: “Check-in”
The AIRE spa sends an automatic follow-up email after booking, with the aim of facilitating check-in and, at the same time, reminding you of the pending appointment. It does so with a minimalist and elegant design in line with its brand image , which also reinforces the perception of exclusivity. On the other hand, the button is obvious and there is no doubt about its purpose.
How to use this CTA for your business
- Use a single CTA in your emails if you want to get more clicks, without more distractions.
- When it comes to helping the user with a transaction, whether it’s confirming their subscription, resetting a password, or making it easier for them to add an appointment to their calendar, make the experience as simple as possible and use very clear calls to action.
- Many times, it is a good idea to use the verb in the infinitive to achieve that feeling of immediate action.
Do you want to create emails like this in just a few minutes?
7. Ants in the Cloud CTA: “Build my online school”
Ants in the Cloud uses a first-person approach in their call to action, which creates a more personal connection and reduces click resistance . It doesn’t sound like you’re asking the person for something, but rather they’re asking you. Plus, the text above answers common questions and prevents friction before the user clicks.
How to use this CTA for your business
- Connect your CTA to the accompanying text, either by using mentioned words or emphasizing the benefit. If you own a yoga studio and offer a free first session, “Book your free session” is better than “Sign up for free.”
- If you have a personal brand or a relatable tone, try a first-person verb: “Yes, I want to subscribe” or “Reserve my spot.” In fact, Unbounce increased their conversion rates by 90% by switching to a first-person CTA.
- Be careful not to make it too long and cumbersome to read. However, make sure the design adapts well to mobile devices.
8. Fit Generation CTA: “Start here”
Fit Generation includes a direct and motivating CTA in their Instagram bio that also includes a unique selling proposition as a differentiator (they are not like traditional schools). Each line is highlighted with emojis and the view slides to the call to action. This CTA is ideal for optimizing lead capture on social networks .
How to use this CTA for your business
- If you own a store, you could include phrases like “Shop here” or “Find out more now” in your profile to drive traffic to your site.
- Use emojis to direct attention to your links and highlight the most important messages.
- Shorten your URL with services like bit.ly or short.io, which even allow you to customize the link with your own domain, like “fit.gen/createyourfuture,” and make your links more memorable. By shortening your links, you convey more trust and can measure clicks from your chosen solution.
9. Tecno Tops CTA: “You can find it in the description link”
Tecno Tops reviews products and mentions throughout the video that purchase links are available in the video description. Video CTAs generate up to 380% more clicks than simply including them on the side. In fact, 23% prefer video CTAs accompanied by purchase links (Kissmetrics). Ideal for affiliate and ecommerce businesses in technology, lifestyle and any sector that depends on reviews or visual content to generate sales.
How to use this CTA for your business
- Include your calls to action several times in the video: “You have the purchase link in the description.” If you can offer a discount, mention it.
- In fact, mention this discount in the description or encourage the click with other offers. Something like “You get a 10% discount when you buy from this link.”
- Use shortened URLs (preferably personalized) and try to place them as early as possible in the description.
10. Hotjar CTA: “Get Inspired”
Hotjar knows that it’s not always necessary to use buttons on your website, especially to expand information about various services or features. That’s why the company is betting on a less overwhelming approach, with calls to action that emphasize each value proposition with an eye toward what customers are going to get out of it . Ideal for businesses that offer multiple services or products.
Did you know you can increase conversions by 120% with text-only CTAs?
How to use this CTA for your business
- Use verbs that inspire action or specify the benefit offered in each service or feature: “Discover,” “Explore,” “Optimize.”
- Make your CTA match the rest of your content, especially the copy above. If your CTA is “Learn to invest with the best,” make sure the title of the page it leads to matches it as well, to confirm to the user that they are in the right place. Something like “Train with the best investors.”
11. Carrefur Spain CTA: “Equip your home”
And just to give you an idea, you can also do the opposite of what Hotjar did above: use a single CTA for multiple services and products. This is ideal for displaying products in catalogue mode , as Carrefour does in this ad, with a common CTA that encompasses the household items category: “Equip your home.” It also creates a sense of urgency due to limited availability .
How to use this CTA for your business
- Use a CTA that is not too generic, but sufficient to encompass products in the same category and inspire action: “Renovate your home”, “Get in shape for summer”, “Learn from home”, etc.
- Create urgency and scarcity with words like “now,” “limited offer,” or “today,” but you can also do this by mentioning immediate benefits.
- Make it specific by mentioning the discount amount, validity period, or availability of what you’re selling.
12. Moin Brand CTA: “Check out our online catalog”
Fuente: SMS Publi
The brand takes advantage of the immediacy of SMS to direct the customer to a shortened link highlighting its new collection. It’s an ideal approach for SMEs and e-commerce looking to quickly reconnect with their audience , especially with launches, promotions or seasonal campaigns. It’s certainly a plus that SMS achieves 98% opening rates (Twilio).
How to use this CTA for your business
- Be very specific and direct in your SMS: “Discover our new collection here”, as brevity is important. In fact, SMS with less than 160 characters have better opening rates (Twilio and TextMagic).
- You can improve it by including a clear benefit such as a discount or messages like “Free shipping.”
- Personalize your SMS campaigns based on purchased products, location, or previous interactions with your business.
You only pay for what you use
13. Hostinger CTA: “View” or “Start Now”
In this YouTube ad, Hostinger uses two CTAs to engage a single target audience with different purchasing intentions. It also creates a natural sense of urgency by simply appealing to the desire to make money quickly.
“The only thing that beats ‘free’ is ‘fast.’ People are willing to pay for speed.”
― Alex Hormozi, autor de $100M Offers
How to use this CTA for your business
- If you have a store, use a primary CTA like “Buy Now” and a secondary CTA like “See more details.”
- Use a bolder color for the main CTA and stick to brand-consistent colors, like Hostinger does.
- To encourage more clicks, it is important that the image speaks more about the benefits of the product than about the brand and that it supports the CTA message.
14. Mercado Libre CTA: “Buy now” or “Add to cart”
For Mercado Libre, a good purchase CTA does not reinvent the wheel and, therefore, the text is similar to that of other e-commerce sites. If the buyer is looking for the purchase button, what they will not want is to find “See the price” or “Access your payment gateway now”, mainly because of the uncertainty they would feel. Therefore, familiarity and clarity are essential in purchase CTAs .
How to use this CTA for your business
- Reinforce your message with relevant information in your microcopy: “Free shipping,” “3 units left,” etc. Prioritize any clarification about shipping costs or taxes, since they are the main reason for cart abandonment for 48% of buyers .
- Highlight the buy button, as it is your main CTA and the one everyone expects to see highlighted.
- If your store gets enough traffic, run A/B tests to improve conversions.
15. Sibuya CTA: “What are you waiting for to book?”
Who said CTAs couldn’t be questions? Here, Sibuya restaurant appeals to the customer’s sense of urgency and connects with their desire to try something new. This approach is ideal for physical businesses that want to convey proximity and encourage visits to the establishment . As a point of improvement, more emphasis could be placed on the unique experience to make the CTA more effective.
How to use this CTA for your business
- Send warm and personal messages like “Will you miss out?” or “Book now and get ready for the experience.”
- If you can, use phrases like “Last tables available for this Friday” or “Reserve today and we’ll treat you to dessert” on your reservations page.
- Make it easy with a reservation button or WhatsApp contact.
16. Starbucks CTA: “Mention” your friends and family
This Starbucks CTA combines an irresistible offer with a deadline to encourage word-of-mouth advertising and attract customers to its establishments . In addition, the coffee chain reinforces its loyalty program by mentioning additional rewards to encourage future visits. If one thing is clear, it is that 90% trust a recommended brand more (yes, even if it is from a stranger on the Internet).
How to use this CTA for your business
- If you own a coffee shop, restaurant or are hosting a one-time event, highlight urgency or scarcity to fill your space. Something like “Enjoy a specialty coffee for €2.50, this week only.”
- Invite users to share the offer: “Tag a friend and come together.”
- Why not? Create your own special day, celebrate a challenge, organize a giveaway or promote activism for a just cause. In addition, by creating brand awareness you will be giving wings to your calls to action.
17. Tiendanube CTA: “See templates”
Tiendanube appeals to the customer’s creativity and removes technical barriers (“no developer needed”). It’s clear, direct and easy to understand, but this CTA really stands out for minimising the audience’s level of engagement . It doesn’t tell them “Start creating your store”, no. There’s a step before that and that’s looking at those templates.
How to use this CTA for your business
- Although the imperative “Access the templates” usually works better, you can try using the verb in the infinitive to make your CTA more subtle and immediate, especially if you have already done persuasive work with copywriting before reaching the button.
- And speaking of pre-persuasion, go heavy on your headline, as over 90% of visitors who read it also read the CTAs that follow.
- If you want to eliminate friction, state the immediate next step. It’s about leading the user by the hand without overwhelming them. If you’re talking about your professional services, a good next step would be “Here’s how it works.”
18. Pirate Travelers CTA: “Reply to this message” with one word
Viajeros Piratas uses an interactive CTA on WhatsApp to seek user engagement with the travel agency . This call to action is ideal for businesses that work with dynamic offers, such as travel agencies, marketplaces or daily promotions. Along these lines, Pizza Hut improved its sales by 142% with a campaign where users responded with their zip code to order a specific menu or access an offer.
How to use this CTA for your business
- Send interactive messages that invite participation, such as “Reply with ‘DISCOUNT.’” Asking your audience for these “micro-commitments” increases the likelihood of purchase.
- But you can also ask for postal code and other data that will allow you to better segment your campaigns and target specific regions.
- WhatsApp and SMS are ideal for calls to action that get quick responses. And if you don’t want to complicate things, take advantage of platforms like Brevo, with intuitive editors to design and schedule messages optimized for action.
Still don’t know everything you can do with WhatsApp?
19. We Are Knitters CTA: “Tell us what brings you here today”
Asking for data in exchange for a discount is also possible with a pop-up on your website, as We Are Knitters does. Ecommerce encourages immediate purchase while collecting key data to get to know the customer. The dynamics of questions and interactive buttons create a personalized experience and increase user engagement with the brand .
«Significant conversion increases don’t come from applying psychological tricks, but from analyzing what the customer really wants, what language connects with them, and how they want to buy what you offer.»
― Peep Laja , Founder of CXL and Wynter, Conversion Optimization Specialist
How to use this CTA for your business
- Create inspiring or fun CTAs that are always in tune with your brand tone: “We don’t know each other, but I’d like to know more about you” or “What’s someone like you doing in a place like this? Tell me about it.”
- If it is in exchange for a discount or any other incentive, all the better.
- Try to reflect your customer’s voice in the answer options and create a connection with your brand while gaining valuable insights. Research your customer’s language in chat transcripts, social media comments, customer service calls, or competitor reviews.
- Use the data you collect to segment customers for future campaigns based on their responses.
20. Holded CTA: “Call” or “Start for free”
Holded offers flexibility of choice and clarity with buttons at the top of their pages. CTAs here perform 304% better than those further down, but the desired action has to be consistent for the prospect. What’s even better is that Holded uses social proof near the CTA to encourage click-through with its Trustpilot score.
How to use this CTA for your business
- To decide on your CTA text and the rest of your copy, ask yourself what would motivate your prospect to click through to that page and what they will get after taking that action.
- Use social proof under the call to action, whether in the form of reviews, testimonials, success stories, relevant figures or reassuring messages.
- If it’s a CTA on your contact page, you can use the surrounding text to indicate what will happen after they call or text, your response times, or list possible reasons for contacting your business.
21. Ahrefs CTA: “Get Started”
And speaking of social proof, Ahrefs also adds it to its pricing page. But the best part is that the SEO platform can afford a CTA as simple as “Get Started” thanks to the power of the microcopy that supports each button to highlight the strengths of each plan and clarify who it’s aimed at.
«Microcopy that is written with a perfect understanding of your brand and your target audience highlights the character of your brand and differentiates it from others. Instead of offering just another one of the many boring and predictable products on the Internet, you will have a unique product full of personality.»
― Kinneret Yifrah, autora de Microcopy, The Complete Guide.
How to use this CTA for your business
- On pricing pages, highlight specific strengths or features next to the CTA, placing more emphasis on the material rather than the benefits. Remember that this is the time to buy.
- Highlight the initial offer or a middle offer, the most popular one, or the one you’re most interested in. When compared to other, more expensive plans, users will gravitate toward that CTA.
22. Just Eat CTA: “View menu”
Just Eat takes advantage of the targeting opportunities of Reddit ads, which are ideal for local marketing . The platform has over 52 million daily active users and sponsored posts generate high engagement in targeted communities. Here the brand uses an image inviting people to try their menu accompanied by a low-friction CTA.
How to use this CTA for your business
- Combine attractive images of your products with a clear and direct button.
- Use temporary offers by highlighting promotions with phrases like “This month only” or “First few days free” to create urgency.
- If you’re going to use Reddit, target your ads to relevant communities to maximize clicks. The best thing is that you can start by posting organic content in these communities to gauge interest.
23. TAI Arts CTA: “Make it real”
The TAI Arts drama school publishes this ad on YouTube, where many of its messages could be considered calls to action, although they all converge on the action “Make it real”. This CTA is strategically placed after the icon that invites you to click , at the bottom right of the image.
How to use this CTA for your business
- Connect emotionally with your audience using motivational phrases: “Start your dream today”, “Turn your passion into income”, etc.
- But don’t forget to justify these promises with concrete data, so also tell them why they should choose you (“We are the best-rated academy”, “+20 years of experience”, “More than 600 students enrolled”).
- You can use the end screen of your video to add additional CTAs, such as links to your website or related videos, increasing the chances of conversion.
24. Linio CTA: “Yes, I love offers”
Linio makes good use of the psychological resource of loss aversion and does so by adding a “No, thank you” button next to its main CTA. The user tends to avoid the discomfort of saying “No” and perform the proposed action, which improves the conversion rate . In this case, Linio does this without making the user feel bad with negative consequences such as “No, I prefer to continue being as bad” and phrases like that.
How to use this CTA for your business
- Since there is a fine line between nudging and manipulation, the key is not to make the user feel bad. This, on the other hand, would negatively affect your brand image.
- You can use messages like “Discounts aren’t my thing,” “No, another time,” “I’ll stick with limited features for now.”
- You can also resort to humor, as Esquire did with its list of 75 movies you must see, including two buttons: “Show me the movies” and “No thanks, I’ll stick with Adam Sandler’s latest.”
25. Omnitel CTA: “Configure your ideal event”
What’s interesting here is that this advertising and event planning agency supports its CTA button with the credibility of the success stories below. This approach allows the prospect to imagine the end result while taking action. For some reason, success stories help build trust and demonstrate the brand’s ability to deliver on its promises .
How to use this CTA for your business
- Include success stories or testimonials under your CTA, preferably with photos (customer photos improve conversions by 10% ).
- You can introduce them with phrases like “Join the club of +97 satisfied customers” or “See what other customers think.”
- If you’re just starting out and don’t have many client testimonials or logos to show, rely on industry statistics or offer an incentive in your CTA, such as a free consultation or downloadable guide.
26. CTA for Dance with Style: “Start here” to learn
This dance school uses a simple, direct CTA in their TikTok bio to convert followers and newcomers into customers by making it easier for them to access their course. It’s ideal for brands that show their product or service in action , as they’ll have an easier time getting clicks on their purchase links.
How to use this CTA for your business
- Decide where you want to direct your audience with your CTA. Ideally, you want to direct them to optimized landing pages, but you can also ask them to contact you or visit your store.
- Use friendly and dynamic language, as in the example. However, be prepared to be concise because the space in your bio is limited on any social network.
- Take advantage of the limited space to mention whether your courses are suitable for beginners or if you offer free classes or a discount.
27. Zalando CTA: “Discover more”
Zalando’s “Discover more” could be improved, but it is an example of how the accompanying copy works: the discount in large letters is combined with the specificity of its “Explore the winter sales”. In addition, the contrast of colours immediately catches the eye. This could be an ideal approach for your seasonal promotions .
How to use this CTA for your business
- You can use phrases that are more motivational and have more personality than “Explore the winter sales.” Something like “Choose your winter look,” “Refresh your wardrobe this spring,” or “Wrap up with the best deals.”
- Use a color that stands out from the rest: if you don’t attract the user’s attention, they won’t buy from you. Remember: attract attention first, call to action later.
- Tie your discounts to specific seasons, such as summer or winter sales. This is a very natural way to create urgency.
28. CTA from Maider Tomasena: “I would love to read your response to this email”
Maider Tomasena sends this email that includes testimonials from her clients in a very natural and personal style. She ends by asking for a response to increase engagement with her personal brand and generate anticipation for the following emails. This approach is ideal for email marketing sequences for personal brands or businesses that focus on personal communication.
How to use this CTA for your business
- End your emails with phrases like “I’d like to know what you think” or “Please reply to me, I always read all the replies.” This interaction with your list also improves the deliverability of your emails.
- Use the power of “what if” often. Asking open-ended questions like this triggers positive emotions towards what you offer.
- Just over 40% of emails are read on mobile devices, so white space is your CTA’s best friend, and it will look much better on small screens.
Looking for mobile-optimized email templates? Download a few here .
29. We Are Marketing CTA: “I want my newsletter”
We Are Marketing uses a subscription pop-up to capture leads and strengthen the connection with its audience . After telling you something nice and explaining why you should subscribe, it asks for action with a bold first-person button. Also notable is that its “No thanks” button invites you to reconsider any potential refusal in a friendly way. This form is ideal for companies looking to nurture leads through relevant content.
How to use this CTA for your business
- Communicate the reason for subscribing with a touch of exclusivity: “We will send you the best offers”, “My best tips every Sunday”.
- Connect with phrases that make your potential customers feel good. If you’re in the fitness industry, say “We care about your well-being,” or if you own a clothing store, use something like “We want you to feel amazing every day.”
- You can easily create optimized pop-up forms with platforms like OptinMonster or Sumo, or with Brevo’s intuitive drag-and-drop editor.
30. Webempresa CTA: “Get it at -80% off”
Webempresa’s call to action “Take it at -80% OFF.” highlights the great advantage of the price to attract clients interested in affordable and secure hosting. In addition, it mentions a 45-day guarantee, 24/7 support and no hidden costs to encourage action while betting on transparency. What’s more, that “Ask me” button is ideal for resolving doubts and not losing potential clients along the way.
How to use this CTA for your business
- Create an equally specific CTA mentioning the discount amount, the price (if it is affordable) or any other relevant amount: “Rent your space from €4.99/day”, “Discover +90 customizable templates”, “Enjoy 3 months free”
- Think about the most common objections and doubts your prospects and clients have and address them with the CTA.
- Mentioning your guarantees is great, as it reduces perceived risk and builds trust.
31. Brevo CTA: “Try it for free”
Our calls to action invite you to try Brevo Marketing Platform for free . As we want to remove any potential barriers, we would like to clarify that you do not need a bank card for your free trial. The minimalist design is a nod to those who seek simplicity and accessibility when using a marketing platform.
How to use this CTA for your business
- Introduce the CTA with questions like “Ready to get started?” to engage the user emotionally, making them imagine themselves close to the action.
- Avoid complicated jargon and use words like “free,” “now,” “activate,” or “take.”
- Remember that many people skim through the content, so don’t be shy about repeating benefits near your CTA.
Now you have a better idea of how to use your calls to action, don’t you? And if you’ve skimmed this far, remember this: your customers won’t move an inch if you don’t make it clear what they need to do .
