Calls to action can have a tremendous impact on conversion rates. This is because the right call to action can help inspire a customer to do the thing that you want him or her to do, whether that’s making a purchase, joining an email list, subscribing, etc.

But, despite the fact that calls to action are so important, they are not all created equal. In fact, some calls to action are significantly better and more effective than other calls to action. In this article, we are going to break down exactly what a call to action is, and explain which call to action phrases work the best and why.

After reading this article, you should have a much better idea of which calls to action to use for your business in order to optimize conversion rates.

A call to action, also commonly referred to as a CTA, is a phrase that is displayed to customers in order to prompt an immediate response or action

What is a Call to Action?

Calls to action are commonly used in marketing in order to motivate customers to make purchases or to take other desirable actions.

Many companies use CTAs because CTAs make it clear to the customer what steps he or she should take next to continue interacting with the brand. CTAs can clear up confusion and provide the customer with the direction that he or she needs in order to take the next action.

Just one CTA increases clicks by 371%  

Calls to action are so effective that marketing emails that contain just one call to action increase clicks by 371% and sales by 1617%.” Also, adding CTAs to your Facebook page can increase the click-through rate by 285%.


So What are the Best Calls to Action?

Here is a list of some of the best call-to-action phrases along with a brief explanation of why they work.

1. “Start Your Journey Toward X!”

Landing page for a Tony Robbins product

This call to action lets the user know that all that they have to do to start their journey towards the thing that they want is to either make the purchase or join the email list. The reason why it is so effective is that it allows the user to visualize his or her own success.

For areas that require long-term investment such as weight loss, or wealth building, the user also already understands that there is going to be a journey involved with obtaining success. They know that it won’t happen overnight. So, instructing them to “Start Your Journey Toward X!” is much more realistic than using a different, less realistic call to action such as “Lose 10 pounds in 3 days – Click Here!”

Journeys are also fun and exciting. So, thinking about going on a journey towards something that they want can be very motivating for customers. If your product requires a long-term investment from your customers, then you should strongly consider using this call to action.


2. “Order Now”

Landing page for Apple

This CTA is used very frequently by businesses and for good reason. There are a number of reasons why this CTA phrase is so heavily used by businesses. For one, it is simple and straight to the point. There is little room for confusion or misinterpretation.

Apple is a company that is known for its excellent marketing, which is often fueled by elegance, simplicity, and clarity. The fact that Apple uses “Order Now” for so many of its CTAs on its website should prove that this CTA is effective. Apple is one of the biggest companies in the world. It didn’t get there with CTAs that don’t work.

The “Order Now” call to action also helps to influence the customer to suggest that ordering is what he or she wants to do. Perhaps the customer was on the fence about making the purchase etc. However, when he or she reads, “Order Now” – it can help to make their mind up for them. This is good for your business.


3. “Activate X Today!”

Landing page for Book Creator

This call to action could be used for a free trial, for a discount, for a limited-time offer, etc. There are many different ways that this called action could be used. The reason why this call to action is so effective is that the word “Activate” is very powerful.

Not only does it make the customer feel like he or she has full control, but it also sounds impressive and significant. To understand the power of this word, just ask yourself, would you rather “Begin Your Free Trial” or “Activate Your Free Trial”?

It sounds more fun and engaging to “activate” something than it does to “begin” something. You might be surprised at how much you can boost your conversion rates by using strong action verbs like “Activate.”


4. “Don’t Miss Out!”

A Landing page for Express

One of the main things that can motivate a customer to take action is the belief that if he or she does not, then he or she could potentially miss out on the opportunity. So, this call to action paired with a high-quality limited-time offer can really motivate customers to take action and take advantage of your offer.

There are many variations of this call to action that you can also use such as “You’re running out of time!” or “Act Now Before it’s Too Late!”

Limited-time offers and their corresponding calls to action create the impression of scarcity. When a customer knows that an offer or a product is scarce, it can be a strong motivator to take action because he or she knows that it won’t be around forever. So, it eliminates the customer’s desire to procrastinate which might otherwise be there if he or she thinks they can get the offer any time.

Anticipatory regret is one of the main reasons why limited-time offers and calls to action are so effective

There is a phenomenon called “anticipatory regret,” which is when a person anticipates regretting not capitalizing on an opportunity.

Anticipatory regret is one of the main reasons why limited-time offers and calls to action are so effective.


5. “Add to Cart”

Amazon shopping page for a men’s shirt

“Add to Cart” is another one of the most commonly used, but highly effective CTAs. One of the main reasons why it is so heavily used, especially for ecommerce brands that sell products directly on their websites is because it is extremely simple and direct, and it reinforces the idea that the customer is shopping, not just browsing.

“Add to Cart” implies that the customer already has a cart and is ready to place items into it in order to checkout. “Add to Cart” is such an effective CTA for ecommerce businesses that it has been the go-to CTA for ecommerce giant, Amazon, for many years.

This CTA is also ideal for creating multiple-product buys because its lets the customer select multiple products to buy before actually completing the payment process.


6. “Get Your Free X”

Credit Karma home page with CTA

This is another simple but powerful call to action. It is easy to understand why this one is so effective; everyone loves free stuff. Of course, if you decide to use this call to action, you will have to offer something for free.

Many companies offer digital products for free such as a free eBook or a free guide. If this is relevant for your business, then you can offer these kinds of free products. However, if it’s not then you’ll have to come up with something else to offer for free. It could be a free quote, a free consultation, a free inexpensive product, etc. Be creative.

The word “free” simply generates attention from people. Considering the fact that the vast majority of goods and services offered across all markets cost money, people simply cannot help but be excited when something is offered for free. So, this call to action might work very well for your business if you use it correctly.



Regardless of what your business sells, there is likely to be a call to action that will be optimal for your niche and your particular offerings. You can start with the options on this list to see how they perform.

Because these calls to action are some of the most effective and because they all have distinct psychological reasons behind their success, it is highly likely that one of them will work well for you.

You should choose the option that fits the best for your business. For example, you can easily offer a good free product, then you should choose “Get Your Free X” etc.