Thread by @jmoserr

I've written and tested 100s of CTAs for landing pages.

Here are 10 call to action tips to increase your conversions:

Tip: V-V-U formula

Verb, value, urgency.

Verb → get
Value → graded
Urgency → today

Example: @WordStream

Tip: minimize risk and effort

Surround your CTA with risk-minimizing statements. No credit card needed. Unlimited access. 70+ tools.

Don't give users a reason to second guess.

Example: @PaulYacoubian / @chris__lu's @copy_ai

Tip: create desire

Exclusivity, new, and FOMO are powerful ways to drive action and interest.

Use "request access" or "join waitlist" or "notify me."

Example: @hnshah's @usefyi

Tip: click-result formula

Tell people what will happen if they click: "View Listings" takes you directly to a listings page.

Where are users directed after clicking? Write that.

Example: @agazdecki's @microacquire

Tip: use design to direct action

Design elements like arrows tell visitors exactly where they should focus attention and encourage a natural flow from headline to CTA.

Example: @pc4media's @databoxHQ

Tip: social proof reduces hesitancy

Next to your CTA, include social proof to remove any doubts. Instead of second guessing, social proof tells users they won't regret signing up.

Example: @BorisTane's Bkmark

Tip: first-person phrasing

Instead of using "your," use first-person phrasing like "me."

This directly involves the user and helps them commit to clicking your CTA.

Example: @javierburon's @audienseco

Tip: Eliminate friction words

Friction words: sign up, submit, invest, get started.

These all imply more steps. More steps = more time to second guess. Seamlessly flow users into your offer without the notion of added time and effort.

Example: @Airbnb

Tip: instant gratification

Instant gratification is a motivating factor. Great CTAs use this psychological factor via words like "see it on your site" to imply fast solutions.

Example: @dcancel's @Drift

Tip: be true to your brand

Let your brand personality shine in your CTA. Consistency of your brand tone and voice should maintain through your call to action.

Example: @Kaufer's @TripAdvisor

Were these tips helpful?

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Want more landing page copywriting tips?

Here are 10 more to help you write a high-converting landing page:

https://twitter.com/jmoserr/status/1395025640022237186