The Science Behind High-Converting CTAs (Call-to-Actions)

Just imagine walking in a mall and thinking whether or not you should buy a new t-shirt, dress, or get a new pair of sneakers, and suddenly you see a sign saying “Up to 70% OFF — Don’t Miss Out!”. What would happen? Probably you will be in that store, trying out the sizes available. 

So, why does this happen? Why can a simple message drive you into doing a specific task or activity? That split-second decision-making process takes place when people encounter a call to action (CTA) online as well. It is a CTA that usually aligns with the decision-making process, having as its backup principles that come from neuroscience. Among those are decision fatigue, loss aversion, as well as integrating color psychology. In order to draw engagement. 

In the process of creating a powerful CTA, you need to keep in mind that understanding the brain process is mandatory when designing a CTA that constantly drives engagement. 

CTAs can also succeed due to them tapping into three cognitive processes: attention, emotion, and memory. Your CTA must also stand out visually and align with the context that captures attention. In some cases, much information can also put the message in the second position, competing with the overall focus of the text. So, keep in mind to always clearly signal the importance of your CTAs.

When it comes to CTAs, emotion also plays a major role in the decision-making process. Users have the ability to respond when they feel something, such as curiosity, urgency, and excitement. A CTA that succeeds in connecting emotionally will perform better than other CTAs that feel and are impersonal. 

Even more so, the message of your CTA should be clear as day, with a language that could be understood by everyone. Clear, concise, and using a language that helps users remember what to do next is what you should be looking for when creating a CTA. A CTA that overlays complex or unclear messages will only create hesitation and make your users reduce theri interaction. 

And don’t forget one of the most common mistakes that is encountered in the CTA creation – offering your users too many options. You can be aware of the fact that each and every choice you make requires mental effort. And, so, do your users when figuring out what to do with the message encountered in a CTA.

As a response, it was observed that focusing your CTA on a specific action can lead to a more simplified process for your users. Streamlining your message for a CTA can also help users understand what they should do and why it is worth their time. 

So, see how you can frame your CTA in order to drive action and avoid loss!

1. Frame your CTA carefully

Losing aversion is a psychological principle that refers to those moments where people are more driven to avoid losing something than gaining the same thing. CTAs that put the focus on what users might be missing out on can also prompt quicker decisions. 

So, instead of saying “Download our course,” go for something along the lines of “Don’t miss out on the trends happening in 2025.”.

2. Included vital cues in order to trigger action

When it comes to visual cues, creating CTAs that attract attention and drive clicks is essential. Every design element affects how users can interact with your call to action, ranging from the choices you make with color placement. 

Colors have the ability to influence your users to act and think a certain way. Each color triggers different emotions, and this can subtly guide user behavior and, at the same time, help you with your CTAs.  Red, for example, can create urgency and excitement, making your users’ or clients' attention more drawn to time-sensitive offers. 

Green, on the other hand, can represent progress and positivity, making it effective for actions like “Next step” or when an action is now “Complete”. Even more so, colors such as yellow and orange have the ability to grab attention, being a great option in a playful and updated message.

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3. Write actions that stick

The art of persuasion is another important exercise that needs to be stuck in your mind when creating a CTA. CTA does more than just directing users, it can also motivate them to take the next step. It combines clear language, personalization, and urgency in order to turn passive interest into meaningful engagement.

Even more so, create more action-oriented CTAs. Use verbs that inspire a certain action, and your CTAs will have the ability to define the next step. Try words such as “discover,” “get,” and “join” in order to draw the emphasis on action and progress. And, don’t forget to imply urgency and exclusivity into your texts. Messages such as” Only three items left in your size” will make users hurry. 

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So, next time you are writing your CTAs, make them personal, write them like you are addressing a specific individual, and make them understand that they might miss out on something big. 

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