169 lines
2.8 KiB
Markdown
169 lines
2.8 KiB
Markdown
# CTA Patterns
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Button copy and calls-to-action that convert.
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## CTA Formulas
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### Action + Benefit
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```
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Start [benefit]ing
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Get [outcome]
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Unlock [benefit]
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Claim [offer]
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```
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**Examples:**
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- Start saving hours
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- Get instant access
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- Unlock your growth
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- Claim your free trial
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### First Person ("My")
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```
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Start my free trial
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Get my copy
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Build my [thing]
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Show me how
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Send me the guide
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```
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Outperforms generic "Get started" in many tests.
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### Yes + Benefit
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```
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Yes, I want [benefit]
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Yes, show me how
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Yes, sign me up
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Count me in
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I'm ready to [benefit]
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```
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### Imperative Verbs
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| Verb | Best For |
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|------|----------|
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| Get | Acquiring something |
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| Start | Beginning a journey |
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| Join | Community/membership |
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| Discover | Learning/content |
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| Build | Creation tools |
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| Try | Low commitment |
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| Book | Services/calls |
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| Download | Content offers |
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| Watch | Video content |
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## CTA by Funnel Stage
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### TOFU (Awareness)
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```
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Learn more
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Read the guide
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Watch the video
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Get the checklist
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See how it works
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```
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### MOFU (Consideration)
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```
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Start free trial
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Schedule a demo
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See pricing
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Compare plans
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Talk to sales
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```
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### BOFU (Decision)
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```
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Buy now
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Get started
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Subscribe
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Upgrade today
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Claim your spot
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```
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## Button Copy A/B Tests
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Tests often show these winners:
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| Lower Conversion | Higher Conversion |
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|------------------|-------------------|
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| Submit | Get My Free Guide |
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| Click here | Start My Free Trial |
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| Learn more | Show Me How |
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| Sign up | Yes, I Want This |
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| Download | Send Me the Checklist |
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## Adding Urgency
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```
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[CTA] - Limited spots
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[CTA] - Offer ends [date]
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[CTA] (only [N] left)
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[CTA] before [deadline]
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```
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## Adding Value
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```
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[CTA] — It's free
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[CTA] (no credit card)
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[CTA] — Cancel anytime
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[CTA] — 30-second setup
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[CTA] — Risk-free
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```
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## CTA Placement
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### Landing Page
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- Hero section (primary)
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- After benefits section
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- After testimonials
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- Final section (full-width)
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### Email
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- After value proposition
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- P.S. section
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- Keep above scroll if possible
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### Blog Post
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- After introduction
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- Mid-content (if natural)
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- End of post
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## Surrounding Copy
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### Above CTA
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```
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Ready to [benefit]?
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Join [number]+ [audience] who already [benefit]
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Stop [pain]. Start [benefit].
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```
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### Below CTA (Microcopy)
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```
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Free forever. No credit card required.
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30-day money-back guarantee
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Setup takes 2 minutes
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Cancel anytime. No questions asked.
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```
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## CTA Contrast
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For multiple CTAs on page:
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| Primary | Secondary |
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|---------|-----------|
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| Filled button | Ghost/outline button |
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| Start Free Trial | See Pricing |
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| Get Started | Watch Demo |
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| Buy Now | Learn More |
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## CTA Checklist
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- [ ] Action verb starts the CTA?
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- [ ] Benefit clear?
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- [ ] Matches page intent?
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- [ ] Contrasts visually?
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- [ ] One primary CTA per section?
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- [ ] Risk reducer nearby?
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- [ ] Mobile tap-friendly size?
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