Best practices for Call To Actions - 7 concrete optimization opportunities

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Sell more online - that is the goal of most web offerings with a commercial background. However, this is easier said than done: An attractive website and a well-stocked online store are quickly launched, and with the right advertising strategy, the Visitor flows rapidly - but in many cases, despite all efforts, sales figures fall short of the targets set. There may be various reasons for this, all of which would need to be investigated. At the top of your failure analysis, however, should be the question: What about the Visitor activation? This Call to Action Guide reveals why activation is so important and shares some best practices to keep in mind.

What are Call to Actions?

Under Call to Actions are eye-catching elements on web pages visitors to perform certain actions in the spirit of the desired strategic goal to make. This already explains why we don't talk about Call to Buy or similar: The actual Purchase is just one of many actions that can be triggered via Call to Actions.
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To the Best Practices Call to Actions therefore also include the initial consideration of what exactly the Activation element is intended to bring about. A call to action is made at many points in the Customer Journey Meaning - for example, at the very beginning: the simple request to click a link to go to the provider's website can be the first stop on the customer journey towards successful conversion.

Why are Call to Actions necessary at all?

Actually should be a attractive offer speak for themselves. If a site visitor encounters a product, service or offer that corresponds exactly to his needs, preferences or tastes, everything should actually be clear. The offer speaks for itself and should activate the potential customer. But in many cases it does not.

Knowing what function Call to Actions serve - and why - is also part of the best practices for a good activation concept. The amazing main reason why Call to Actions are necessary is due to the fact that after viewing a web page, the computer or smartphone does not go up in smoke and disappear never to be seen again.

This gives the viewer that comforting assurance: "Great offer, exactly what I'm looking for, but I can take care of that tomorrow."

Basically, that would be acceptable - if you still remembered what you saw the following day. In reality, in the meantime storm a Vast amount of other information and impressions hit us - interesting, annoying, irritating, competing - and make the memory of the encounter with the attractive offer fade into oblivion. In marketing, the rule is:

Those who leave without making contact usually don't come back.

Call to actions therefore have the task of grab the wrist with a friendly smile and gently - but firmly - lead them in the right direction.

Seven tips for optimal call-to-actions

Design is one of the key elements of best practices for optimal call-to-actions. This means not only the design of the call-to-action itself, but also the Page designon which it is placed, because only the overall impression decides whether the activation element gets a chance to work.

Design page clearly

As just mentioned: A call-to-action must be given the chance to unfold its effect. Overloaded Page layouts with many animated elements, possibly numerous aggressive ads such as overlays over the text content, do not give the call-to-action an opportunity, Attention to generate.

Best practices also include this: if the site is to encourage its visitors to take certain actions, it must be designed with restraint, only few animated elements contain and a easy to follow layout show

Make call to action eye-catching

To say it right up front: It doesn't always have to be Graphic be. Call to actions can also be used in Text form come across. A cleverly worded link in the strategically right place in the right font style can have at least as much effect as an elaborately designed graphic element.

Important in both cases: sizzling text (more on this later), correct placement and visual emphasis through special font design or color scheme that deviates from the design of the page. The call-to-action must be the element of the page that everything boils down to.

Place Call to Action correctly

Even if your fingers are itching: The Call to Action belongs to the not to the top of the page. It is tempting to give the activation element the box seat on the website. There, however, it is absolutely out of place and acts - if at all - as a spoiler at best.

"Request coupon code now!" If this message is the first thing site visitors learn about you, it will at best activate a few bargain hunters who are after anything that doesn't cost anything. You won't generate real interest this way, highest reactions like this: "Coupon code? What for? What's that nonsense?"

Put the call to action where it is after the provision of information it's all about the sausage: at the end of the text. The message has been conveyed, the potential customer is interested and should not leave the page now without having taken the next step in the right direction.

Create a temporal reference

"Get the latest information now!" - "Get your exclusive offer today!" - "Contact us right now and secure benefits!"

Give visitors the impression of seeing a good opportunity to missif they do not take immediate action. No one wants to reproach themselves afterwards for having missed a good opportunity.

Define the advantage

The more concrete the Benefit is formulated, the more convincing this has an effect on the page visitors. "Sign up now and save 30 percent!" sends a clear message that your prospects can figure out in euros and cents.

If your offer provides a concrete, numerically expressible Advantage can link, the call-to-action should convey that.

Create trust

This aspect is especially important in Call to Actions best practices if your activation element involves soliciting contact information. Clearly define what you need the data for, something like this: "We advise you personally - enter phone number now".

People are perfectly willing to share your data - if they are given a plausible explanation for its use.

Test, test, test

All of the preceding optimization options will help you make your Call to Action the best it can be. However, even with these tips, you won't be able to place the perfect call-to-action right away. Why? Because your users and customers Individual preferences and needs have. Only if you include your Call to Action test regularly and check whether your target group actually accepts it, you will be successful.
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For this purpose we recommend a classic A/B testin which you test two variants of your call-to-action against each other. Through this process, test after test, you get closer to the best call-to-action for your prospects.


Call to Actions have the task, Motivate site visitors to take actionthat bring them closer to a conversion. For their successful use, all elements must be optimally coordinated - from page design and wording to placement and strategic alignment.


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