The way to create a profitable call-to-action in your registration type
By Brandon Olson November 24, 2020
You have put your heart into creating the perfect incentive to get subscribers and build your email list. Now the only thing that stands between you and a thriving email audience is your sign up form. Keep the following in mind when creating an effective CTA sign-up form.
You have put your heart into creating the perfect incentive to get subscribers and build your email list. Now the only thing between you and the greatness is your sign-up form (Call-to-Action, CTA).
While there are several key components that go into creating an effective login form, one of the most important is the little button that screams, "Click me!"
Your call-to-action button (CTA) is the final step standing in the way of a thriving email audience.
As you build an email audience, your CTA sign up form can increase or decrease your chances of converting website visitors into email subscribers.
Your sign-in CTA is a high priority when deciding whether to subscribe. Therefore, it is important to avoid shortcuts and use the following best practices.
What makes a good registration with CTA?
Creating an effective sign-up form is easier than you think. Below are some best practices to consider while writing the CTA for your registration form.
The size of your CTA button affects its ability to convert visitors into subscribers. Is it noticed right away? Make it big and easy to see or click.
Keep in mind that a lot of people will see your sign-up form on a mobile device, which means that many people will click on your CTA with their fingers instead of a small cursor.
Color can have a potentially huge impact on whether someone subscribes. Red buttons convert best, followed by green buttons. Regardless of what works for others, make sure you stay in line with your brand. Don't use any color that conflicts with the other colors on your website.
Also, make sure you use a color that stands out from the surroundings. You want it to be clear that this is your sign up form CTA button.
Keep the copy on your CTA button short and legible. If your potential subscriber can't quickly read it and take action, chances are you're going to lose it. Try to keep your copy to less than 40 characters.
Your CTA button should match your overall brand voice and tone. Consider your ideal audience: how would they react? How would you feel about your CTA?
The key here is to write in a way that feels human and authentic. The usual "Send" or "Register" copy feels dry and – all I can say – robotic to the touch. Use informal, humorous, or more general language like "Count me in" or "Let's do this" to add personality to your CTA copy.
The way you phrase your CTA copy can have a significant impact on your ability to convert your visitors into subscribers.
The text on your CTA form should have one of two approaches: relate to what your new subscribers are getting or what action you should take.
Let's talk about the first approach: make the copy relevant to what they want to get. For example, if you're giving away a free e-book to subscribe to, your CTA button could be "Send me my e-book!"
It is tempting to try to seduce people with offers of "free" items. However, sometimes it is not always better to use the word "free". Be sure to test this against something that doesn't use the word "free". (More on split testing later in this post.)
Now let's look at the second approach: make the copy relevant to the action you want your potential subscriber to take. There seems to be a negative stigma about using the phrase “click here” or something similar. However, in many cases the rate continues to outperform its counterpart.
In fact, CopyBlogger tested this approach and found that using "click to continue" gave a click-through rate of 8.53% while "go to article" only gave a 3.3% click-through rate.
Using first person language such as "I" and "mine" can help your subscribers feel like they own your listing. Since it looks like the incentive you are creating was created specifically for them, it can make them more likely to sign up.
Our own testing at AWeber has shown that using first person possessive words such as "my" and "I" is an effective way to increase conversions. In one case, using possessive language on a CTA button increased clicks by 90 percent!
Unbounce's Oli Gardner also noted this in a test he conducted: "Get my free e-book" versus "Get your free e-book". The CTA with the word "my" had a click-through rate of 12.76% and the one with "your" had a click-through rate of 8.85%.
There are several ways you can create urgency with your potential subscribers. Offering something for a short time or creating scarcity with a limited supply can be a great motivator for action. Yes, FOMO (or the fear of missing out) is real and powerful.
So, if you're running a webinar or class, emphasize that your CTA button has limited seating to add to the sense of urgency. When you offer a discount or special price on a product, emphasize the time-limited nature of your offer.
You know the feeling when you go somewhere for the first time and everyone treats you like royalty? Feels pretty good, doesn't it? Deals, or deals for beginners, are a great way to get potential subscribers to sign up – and get a sense of what your business is about.
To add exclusivity to your CTA form, add a special offer for new subscribers.
Examples of effective login CTAs.
With these critical elements of an effective Filing Form CTA in mind, let's have fun breaking down a handful of Filing Form CTAs to see these principles in action.
Related Topics: 16 Proven Sign-Up Form Ideas to Grow Your Email List
The first example of an effective CTA sign-up form is from TOMS. Most people know TOMS for their philanthropic nature: for every product you buy, they help a person in need (which they refer to as a one-for-one program).
The first time you visit the website you will be presented with this pop-up form which will give you 10 percent discount on your next purchase if you subscribe to the email list:
What makes this registration with CTA so effective?
There's a lot to like about this sign up form, but we're going to be looking specifically at the CTA button as this blog post is about it. Let's take a look at our checklist to see what stands out about this CTA button:
Size: The button itself is very large and the text is capitalized, which makes it look even bigger. There is no way you can miss it.
Length: They kept the text to 17 characters, well below the 40 character target.
Speech tone: The voice and tone that TOMS is aiming for here is inspirational, which goes very well with their brand and philanthropic endeavors.
Colour: Green FTW!
Descriptive language: While the CTA copy doesn't specifically reflect the 10% discount you get by subscribing, they encourage their subscribers to become part of something bigger by focusing on the TOMS cause. Being part of a thing while saving on some TOMS shoes makes you feel pretty good, doesn't it?
Exclusivity: Notice how the discount is given to those who make their first purchase. This is a great way to entice visitors who might be on the fence into buying, to just choose to buy it.
The next CTA example is from entrepreneur and author Marie Forleo, whose website is designed to help people become what they want to be most.
Marie offers free audio training to her website visitors that can help you learn some simple ways to make your dreams come true. Let's look at the CTA:
What Makes This Login CTA So Effective?
Marie does a lot of things right with her CTA, so let's sum it up:
Size: Although the size of the CTA isn't as large as other CTAs I've seen, it's still easy to spot a mobile device and click (or touch) on it.
Length: She kept her CTA length nice and short at 10 characters.
Colour: While she doesn't use any of the more powerful colors (as per industry best practices), her CTA contrasts well with the lighter background and goes well with the branding on her website.
Urgency: While there is no limited time or availability on what Marie is offering, she creates a sense of urgency by using the word "now" in her CTA.
Next up is Steve from Nerd Fitness, a website devoted to supporting “desk jockeys, nerds and average Joes” – sounds a little like me ???? – getting healthier, fitter and feeling better.
One of the many resources Steve offers to his website visitors is a free ebook titled 15 Mistakes Newbies Make When Trying to Get Well.
What makes this registration with CTA so effective?
I really love how well his sign up form fits in with his website design and brand. Let's take a look at his CTA signup and see what works:
Size: The button itself is small, but it's actually easy to touch on the screen on mobile devices.
Length: At just seven characters, this is by far one of the shortest CTAs I've seen.
Speech tone: Though short, the CTA copy reflects his voice and tone, and speaks to his ideal audience.
Colour: While it goes well with the branding of their website, there isn't enough contrast between the button and the background to make it difficult for the website visitor to see.
First person: Good use of first person language.
Exclusivity: With the sentence "I'm in!" creates a feeling of belonging, as if you were now part of an exclusive VIP group.
Not your average runner
And finally, let's take a look at Jill from Not Your Average Runner, a website that offers women the training and resources to start or improve their run so they can feel good and stay in shape.
Jill offers her website visitors a free 6-week training plan to help them get started with running:
What makes this registration with CTA so effective?
Let's take a look at what makes Jill's CTA filing so good:
Size: First off, the CTA is big and eye-catching. You can not miss it!
Length: It remains in the ideal length with 30 characters.
Speech tone: The voice and tone she uses reflect her own personality and is perfect for her ideal audience.
Colour: This CTA definitely bangs, and that's because the pink button contrasts well against the white background. Plus, it matches the overall branding of their website.
Descriptive language: You know exactly what will happen when you hit the CTA button.
First person: She includes "mine" in her copy of the CTA to make her subscribers feel like they own the training plan they are receiving.
Split check for size.
Each of these items that I've covered are important to test. After all, what works for one marketer may not work for another. You never know if you will be using the most effective approach unless you test it.
To help you with this, here is our guide on how to split-test your registration forms.
Create effective registration forms.
Don't take any short cuts when it comes to your CTA registration form. Make sure you follow the principles outlined above and your email list will grow in no time.
Also, check out our eight ways to improve your call-to-action copy to get more subscribers, as well as 16 proven sign-up form ideas to grow your email list.
What did you do with your CTA registration form that worked for you? Share in the comments below!