Building Effective Call-to-Actions in UX

The psychology behind CTAs that convert: (5 lessons from billions of emails sent) Your CTA (Call-to-Action) isn’t just a button or a link. It’s the moment where all your effort pays off. But here’s the truth: Most CTAs fail because they don’t consider the psychology behind what drives someone to click. Here are 5 CTA strategies I’ve tested that consistently drive higher conversions (and why they work): 1. Make the action feel easy: Instead of: “Complete Your Registration” I tested: “Get Started in 60 Seconds” Why this works: People avoid tasks that feel time-consuming or overwhelming. A CTA that emphasizes speed and simplicity lowers resistance. 2. Use urgency to create momentum: Instead of: “Sign Up for the Sale” I tested: “Ends Tonight: Claim Your 50% Off” Why this works: A deadline taps into FOMO (fear of missing out), pushing people to act now instead of “later.” 3. Highlight a benefit, not a feature: Instead of: “Learn More” I tested: “See How We Boosted Revenue by 27%” Why this works: People don’t want to “learn”. They want outcomes. A benefit-focused CTA paints a clear picture of the value they’ll receive. 4. Be specific, not generic: Instead of: “Click Here” I tested: “Download Your Free Email Template” Why this works: Clarity builds trust. When someone knows exactly what they’ll get, they’re far more likely to click. 5. Match your CTA to their stage in the journey: Instead of: “Buy Now” on a first touchpoint I tested: “Get a Free Demo” Why this works: Asking for too much, too soon, feels pushy. Tailoring your CTA to where the customer is in their decision-making process creates a smoother path to conversion. --- The Big Lesson: Your CTA shouldn’t be an afterthought. It’s the bridge between interest and action. Small tweaks like emphasizing speed, clarity, or outcomes can make a massive difference. What’s the best-performing CTA you’ve tested? Drop it in the comments.

I spent 10+ hours learning to write stronger calls to action this week. 14 concepts I plan to use: 👉 1. Call to Action vs. Call to Value A call to action is for people ready to buy - keep it as simple as possible. A call to value reminds the prospect of the great outcome they're going to get. 👉 2. Use the phrase "I want to ____" in your button or link copy. Fill in the blank with a desired outcome. THIS: "I want to grow my business" NOT: "Download it now" 👉 3. Use the word "show" THIS: "Show me outfits I'll love" NOT: "Sign up now" That's a real example where the change resulted in 123% more clicks. 👉 4. Use first person language on buttons. THIS: "I want to double my revenue" NOT: "Double your revenue" 👉 5. Think of links as a door. People don't know what's on the other side so it's scary to click. Make it less scary for them. 👉 6. Focus on ONE action. Don't compete with your own CTA by making multiple asks. 👉 7. Lead with action verbs. THIS: "Unlock your marketing potential and download our free strategy guide" NOT: "Download our guide" 👉 8. Use an "If" statement. Weave a specific problem and solution into your CTA. Example: "If you're ready to maximize your profit and grow to 50k months working part-time hours, book a call with me to discuss what next steps would look like for you." 👉 9. Avoid generic phrases. Your CTA should work even if there was no other copy around it. Don't settle for "Click here," "Download now," "Submit," etc. 👉 10. Avoid hesitant language. Be more confident than "Let me know if you want it" or "If you need me..." 👉 11. No jargon or vague language. Address a specific problem using language your target audience uses. Don't say stuff like: "If you want to live your best life and step into your full potential..." 👉 12. No negative language. THIS: "Are you ready to lose 10-25 pounds of that menopause weight?" NOT: "Are you struggling to lose weight with menopause?" 👉 13. Write your CTA before you write anything else. It gives you a north star to guide the rest of your writing. 👉 14. Make sure your CTA includes two things: ✅ Why they should act ✅ Why they should do it NOW Want more useful tips like these? This week on LinkedIn I'll share: • How I turn newsletter subscribers into buyers • A formula you can use to strengthen your niche • How I'm growing my LinkedIn following 👉 Follow me and hit the 🔔 at the top right of my profile to turn on notifications so you don't miss those posts. Thanks for your interest!

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.