Landing Page CTA

Landing Page CTA

6 Landing Page CTAs You Can Copy to Inspire Action

Shoppers won't take action if your CTA isn't clear or compelling to click on. Learn what makes a good landing page CTA and see what top brands do to encourage clicks. Then build your own conversion-driving landing pages with customizable templates.

Are you driving a ton of traffic to your landing pages, but the page doesn’t seem to convert visitors into leads? There are many aspects to test on your landing page to improve conversions—from imagery to copy—but arguably one of the most important is your landing page’s call-to-action (CTA).

After all, your CTA is where your results come from.     

Discover the best practices for creating landing page CTAs. Then, get inspired by real-life examples from winning ecommerce stores.

What is a call-to-action (CTA)?

A call-to-action is a prompt—whether a piece of copy, link, or button—to encourage site visitors to take action.

This action could be to buy a product, sign up for a giveaway, take a quiz, share a piece of content, and so on.

A well-designed landing page CTA could make all the difference in helping you reach your sales and marketing goals.

Best practices for landing page CTAs

Do you want to improve your landing page CTAs?

Follow these best practices to create high-converting landing page CTAs:

  • Make your CTAs stand out. CTAs that blend in with the rest of your website get lost and make it harder for visitors to take action. Make your CTA stand out by using a button with a contrasting color and large text. Add plenty of space around the button so it doesn’t get lost.
  • Place CTAs in multiple sections. To start, your landing page CTA should be above the fold to welcome visitors once they land on your page. However, visitors may miss the CTA in the hero section of your landing page if they’ve scrolled down to get more context. So, place additional CTA buttons where shoppers are likely to take action, such as at the end of sections or next to product mentions. Then, visitors will continue seeing your CTA as they scroll through your page.
  • Focus on a single goal. If you try to pull your visitors in multiple directions, they’ll likely do nothing. So focus on a single CTA throughout the page. That way, shoppers are directed down a streamlined path to conversion. That said, sometimes, a secondary CTA makes sense for visitors who need more information. Make any additional CTAs more subdued so they don’t take away from your main goal.
  • Write conversion-oriented copy. For your CTAs to work, your copy should make clear what the shopper will get by taking action. Use action words to convey a sense of urgency, excitement, or motivation. Use the supporting copy around your CTA to communicate the value you’re offering, make visitors feel the fear of missing out, or speak to the reader’s pain points to prime them to click.
  • Run A/B tests. Different landing pages will require different approaches to your CTAs to perform their best. So, split-test every element of your CTAs including color, size, placement, and copy to determine what delivers the highest conversion rate.

6 landing page CTA examples

Now that you know how to create a compelling CTA, get inspired by these six CTA examples from successful ecommerce stores.

1. Nori’s product landing page CTA

Discounts capture the attention of casual visitors and turn them into prospective customers.

Nori does this well with the “Pick my press + get 20% off” CTA in the hero section of its Nori Press landing page:

Landing page for a handheld clothing iron with a CTA that reads "Pick my press + get 20 off"
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The percentage off shows visitors what they gain if they click the CTA button.

In addition, Nori repeats a similar CTA throughout the page to encourage shoppers to buy as they scroll down the page.

A shop feature on Nori's landing page prompting shoppers to choose their color and buy with a CTA button that reads "Save 20% now." The button includes the original price crossed out and the new price shoppers get with the discount.

In line with best practices, the CTA button has a color that stands out from the rest of the landing page.

2. Home Chef’s “pick your meals” landing page CTA

For a meal prep brand, the color green is a brilliant choice for a CTA button. Home Chef’s site visitors can quickly associate the color with freshness—in this case, freshly made meals:

Home Chef's home page featuring a primary CTA button that reads "Pick Your Meals" and a secondary CTA that reads "Take Our Quiz"
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Using a second-person pronoun like “your” in the “pick your meals” CTA helps visitors see themselves as already subscribed to Home Chef’s meal kit delivery service.

It’s also nice that the “Get Started” CTA in the navigation bar follows visitors as they scroll, so they can quickly click on it when they make a decision.

This landing page’s hero section also features a secondary CTA that reads “take our quiz.” Although we recommend having a single CTA throughout the page, it sometimes help to have a secondary CTA in case visitors aren’t ready to take action. In this case, Home Chef’s quiz will help site visitors learn more information so they can pick their meals.

3. Alchemy Fine Home’s “subscribe” landing page CTA

In addition to asking people to buy something, you can use your CTA to ask for your visitor’s contact information to add them to your mailing list.

This is exactly what Alchemy Fine Home did with its Gold Members Club landing page. The CTA uses a simple “subscribe” copy while the supporting copy on the landing page highlights the benefits of becoming a gold member:

An email form on Alchemy Fine Home's VIP landing page that prompts site visitors to subscribe for a discount and exclusive benefits.
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The CTA appears again at the end of the page for visitors who weren’t sure about clicking it in the hero section.

4. Outway’s “shop” landing page CTAs

There’s a huge trend of ecommerce brands using listicle landing pages to drive traffic and convert customers.

In sock brand Outway’s, “3 Reasons to Upgrade Your Socks” landing page, the brand adds a bold “shop” button next to each listicle item:

Outway's listicle titled "3 Reasons to Upgrade Your Socks" with a CTA button to "Shop Socks" under the first listicle item.
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That way, when a customer is convinced to buy while reading the listicle, they can shop right away.

5. Imperfect Foods’ “get started” CTA

Asking visitors to provide their credit card details upfront to create an account on your store creates resistance.    

So produce delivery brand Imperfect Foods uses a “Get started for free” CTA. This CTA makes it easier for customers to sign up with the brand:

Imperfect Foods' home page with a CTA button that reads "Get started for free."
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You can use this low-friction CTA example to motivate people to open accounts without worrying about providing too many personal details upfront.

6. Dr. Dennis Gross’ quiz landing page CTA

Quizzes can help shoppers find the right product for their preferences or challenges and increase the chance they’ll make it to checkout.

However, for these quizzes to draw in customers, they need the right CTAs.

Skincare brand Dr. Dennis Gross encourages visitors to take a quiz with a simple, yet effective, “Begin now” CTA:

Dr. Dennis Gross' home page features side-by-side CTAs to take a peel quiz or skincare quiz.
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The CTA’s copy creates urgency and prompts visitors to take the quiz to find the best solution for their needs.

Landing page CTA templates

Ready to create high-converting CTAs for your landing pages? Get started with these customizable landing page templates:

About the author
Nathan Ojaokomo
Contributor, ConvertFlow
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Nathan is a content writer and marketer specializing in B2B SaaS. He's worked with brands like Foundation, HubSpot, CoSchedule, G2, Vimeo, Shopify, and more. When he's not writing about marketing, he's usually reading about it—and currently has an obsession with Eugene Schwartz.