Importance Of Clear CTAs On Ecommerce Landing Pages

Your CTAs are failing. Here’s how to fix them. Your Call to Action (CTA) is the final push that turns attention into action. But too many CTAs fall flat—vague, uninspired, or buried where no one notices them. Here’s the truth: A killer CTA doesn’t just ask for a click or a sign-up; it commands attention, creates urgency, and shows the value of taking action. 📝 Here are 8 principles for writing CTAs that actually convert: 1️⃣ Clarity Beats Cleverness Don’t confuse them—be direct. 💬 Before: “Learn More.” 💬 After: “Get Your Free Guide Now.” 2️⃣ Create a Sense of Urgency “Limited Time Offer” works for a reason. 💬 Example: “Act before midnight to save 50%.” 3️⃣ Make It Personal Talk directly to your audience. 💬 Example: “Your deal is waiting—claim it now.” 4️⃣ Highlight the Benefit Show what’s in it for them. 💬 Example: “Boost your productivity in just 10 minutes a day.” 5️⃣ Simplify the Action One clear step—no hurdles. 💬 Example: “Sign up with one click to get started.” 6️⃣ Place CTAs Strategically Put them where they can’t miss them. 💬 Tip: Above the fold, at the end of emails, and on landing pages. 7️⃣ Use Strong, Action-Oriented Verbs “Claim Your Deal” > “See the Offer.” 💬 Example: “Book Your Spot Today.” 8️⃣ Test, Refine, Repeat Learn what works and double down on it. 💬 Example: Test “Get Started Now” vs. “Start Your Free Trial Today.” ✨ The best CTAs are clear, bold, and deliver on their promise. 💬 Challenge: Take a look at your most recent campaign’s CTA. Does it inspire action or leave room for doubt? Share your favorite CTA tips or examples below—I’d love to hear them! ♻️ Share this post with your team and save it for future campaigns. ✅ Follow Tom Wanek for more actionable marketing insights to level up your campaigns today.

Asana ran an A/B test to millions of site visitors ⬇️ They wanted to test their hero CTA text. Both versions linked to the same demo unlock form. Single variable split test. One said “View Demo” and one said “See How it Works” Clarity won out. With “View Demo” we know exactly what we are getting, but “See how it works” could mean a lot of things. I have seen dozens of tests like this. “Try it free” vs. “Start listening”. Both linked to a trial. Try it free won. “See it in Action” vs. “Watch demo”. Both linked to a live demo. Watch demo won. Testing this in past roles, I found the clear CTA verbiage often provided a 3-5% click-through lift. In one egregious case at Bonjoro, we tested “Try it Free” vs “Start Connecting” (both linked to our trial form), and “Try it Free” had a 40% better click-through. From digging into the data, the takeaway is clear. Match expectation to reality. Having CTA’s where the next step is what a prospect or customer expects is the best practice. 

Half your funnel’s leaking —because no one knows what to do next. Confused people don’t convert. Yet every day, businesses send out emails, launch ads, and publish landing pages with one fatal assumption: → “𝘛𝘩𝘦𝘺’𝘭𝘭 𝘬𝘯𝘰𝘸 𝘸𝘩𝘢𝘵 𝘵𝘰 𝘥𝘰 𝘯𝘦𝘹𝘵.” Spoiler: They won’t. They’re busy. Distracted. Half-listening while replying to a Slack thread and checking DoorDash. If you don’t spell it out, they’ll bounce out. Here’s what high-performing brands get right: → Every email ends with ONE crystal-clear CTA → Every landing page has ONE obvious next step → Every ad leads to ONE focused destination You’re not just 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘯𝘨 𝘪𝘯𝘵𝘦𝘳𝘦𝘴𝘵—you’re 𝘨𝘶𝘪𝘥𝘪𝘯𝘨 𝘮𝘰𝘮𝘦𝘯𝘵𝘶𝘮. Don’t ask them to "learn more," "check out the blog," and "book a call" all in one breath. Just give them the 𝗻𝗲𝘅𝘁 𝗯𝗲𝘀𝘁 𝘀𝘁𝗲𝗽. Clear beats clever. Specific beats vague. Guidance beats assumption. Your funnel is only as strong as its next step. --- Follow Jeff Gapinski for more content like this. ♻️ Share this to help someone improve their customers' journey.