7 Call-to-Actions That Actually Get Clicks (and Sales)
Because "Click Here" and "Buy Now" aren’t enough anymore
Call-to-actions (CTAs) are everywhere. They're the "last mile" between someone browsing your content and actually giving you what you want—be that a purchase, signup, download, or simply more engagement. But here's the crunch: most CTAs underperform. They're vague. They're forgettable. They don't guide the user or ignite any desire.
I've dug into recent studies (2024–2025), marketing experiments, and real campaigns to find seven types of CTAs that consistently work—CTAs that get clicks and sales. If you apply even half of these, you'll see your conversion metrics creep upward. Ready? Let's dive in. ⚡
What Makes a CTA Great (Quick Principles)
Before the seven types, a mini check-list. These are recurring traits in high-performing CTAs, distilled from research:
Action verbs up front ("Get," "Start," "Join," etc.) tend to outperform passive phrasing.
Clarity + relevance: the user needs to immediately understand the benefit. "Learn More" helps only if we know what we'll learn.
Short & punchy: 2-5 words often do best. People skim. Fewer words = faster decision.
Visual distinction: prominent buttons, contrast, whitespace, placement (above the fold, or repeatedly when relevant) are big wins.
Match intent / user journey: What a first-time visitor needs is different from someone close to buying. Soft CTAs vs hard CTAs.
These principles underlie every CTA type I list next.
7 CTAs That Actually Get Clicks (and Sales)
Below are seven CTA models. For each, I include what makes them work, when to use them, and example copy that tends to outperform.
1. Risk-Free Trial / "Try for Free"
What makes it work:
Removes a big barrier: risk. Everybody hates feeling like they're gambling.
It lets the user test without commitment, which builds trust.
When to use:
SaaS products, digital services, or any product where the user must experience value before buying.
Early in the funnel, for users who are curious but not yet convinced.
Example CTAs:
"Start free trial"
"Try it free for 7 days"
"Get started for free"
Pitfalls to avoid:
Hidden fine print ("then you'll be charged")—transparency matters.
If the trial is too restrictive, users bounce.
2. Benefit-Driven / Outcome Oriented
What makes it work:
Paints a picture of what changes for them, not what you offer.
Triggers emotional desire: solving a pain, gaining a benefit.
When to use:
When your product or service addresses specific problems.
On landing pages or feature pages.
Example CTAs:
"Boost your productivity today"
"Lose 5 lbs in 2 weeks" (for fitness/nutrition)
"Get better photos now"
3. Urgency + Scarcity
What makes it work:
Humans are wired to not want to miss out. When something may go away, we act.
Fear of missing out (FOMO) can push hesitation over the edge.
When to use:
Limited-time offers, seasonal sales, flash deals.
When stock is limited or there's a deadline.
Example CTAs:
"Claim your discount—ends tonight"
"Limited offer: Join now"
"Only 3 spots left—reserve yours"
4. Personal / Inclusive Language ("You" / "Your")
What makes it work:
Feels like a conversation. Makes the visitor the hero, not the brand.
"You" or "your" helps focus on user's needs.
When to use:
On most pages—especially when asking for action (signup, download, purchase).
Emails, onboarding flows.
Example CTAs:
"See your results"
"Get your free sample"
"Start your journey"
5. Multiple Entry Points / Soft-Entry Plus Hard Entry
What makes it work:
Differentiates between people at different readiness levels.
Someone not ready to buy might still be willing to learn, so soft CTAs (e.g. "Learn More," "See Case Studies") keep them engaged.
When to use:
On websites with broad audiences.
In content / blog posts, resource pages.
Example CTAs:
"See how it works" + "Buy now"
"Download our free guide" + "Upgrade to premium"
6. Exclusive or Special Access Offers
What makes it work:
We like club membership. We like being part of something special, having early access.
This taps into exclusivity and makes value feel higher.
When to use:
Product launches, VIP programs, beta access.
Email list signups ("Join our insiders"), loyalty programs.
Example CTAs:
"Join the waitlist"
"Get early access"
"Become a member"
7. Mobile-Optimized / Position + Design Driven
What makes it work:
On mobile, attention is scarcer; your CTA must pop visually and be easy to tap.
Placement matters: above the fold, sticky, or multiple reminders.
When to use:
Always. Especially if a large portion of your traffic is mobile.
In landing pages, app-download prompts, emails.
Example CTAs:
Buttons that are large/have enough tap area.
Fixed bottom buttons on mobile ("Shop Now," "Get Offer")
Putting It All Together: Example Combinations
Let's imagine you run a task-management SaaS. How do you combine CTAs in a single landing page?
Hero section (top): "Start free trial" — large button, contrasting color.
Under product features: "See how it works" for those who want details.
Limited-time sale banner: "Upgrade today—25% off until midnight."
Footer or after testimonials: "Join our community" or "Become a member"
By blending urgency, benefits, personal language, and soft plus hard entry points, you catch people no matter where they are in the decision journey.
Data & Proof (Why These Work)
A few recent stats to back this up:
CTAs placed centered receive ~682% more clicks than left-aligned ones.
Action verbs in CTAs (like "Start," "Discover," "Join") increase conversion rates significantly (some studies cite ~12–13%) when compared to non-action phrasing.
Short CTAs (2-4 words) do better in emails; people's attention is limited.
Visual design and button prominence greatly influence clicks—contrast, whitespace, above-fold placement are repeatedly cited in recent optimization guides.
Also read: Why You're Not Getting Sales (And 5 Fixes That Work Every Time)
Execute & Test: Your Action Plan
You won't know what works best for your audience until you test. Here's a checklist you can start implementing today:
Pick one page (landing, product, email) with weak conversions.
Identify where you can apply one of the above types of CTAs (e.g. change "Learn More" to "Get Your Free Trial").
Redesign visually (button color, size, placement) if needed.
Run an A/B test: keep everything else same, change only the CTA.
Measure click-through and conversion rates over a meaningful period (at least a week or more, depending on traffic).
Iterate: combine tactics (urgency + benefit, for example).
Final Thoughts
A killer CTA isn't magic, but it feels magical when it works. It's the culmination of psychology, design, clarity, and understanding who your user is and where they are in their journey. Use these seven models as your toolkit. Try, test, tweak, and take it from there. Start today!