Unpacking the Call-to-Action
To start, let's look at maximizing your potential for success. According to MarketingLand, there are three key ingredients in any CTA:
The language of CTAs can be either straightforward, "Buy Now," or enticing, "Psst! I've Got A Secret For You." The possibilities are endless. What matters most is that your CTA speaks to your audience.
According to Forbes, the best design practices for CTAs follow Fitt's Law, meaning the buttons are large, distinct and easy to find. This still leaves a plethora of choices: pop-ups or slide-ins? What colors? What about negative space? When it comes to boosting conversion rates, good design is in the eye of your buyer. So it's best practice to test your assumptions before rolling out new layouts.
If your CTA isn't easy for your visitor to find, it doesn't matter how clever or pretty it is; it won't be effective. CTAs can go just about anywhere on your page, and they should. Using CTAs all over your website (but not all at once) will attract more conversions.
That Tipping Point
This is where all the elements above come into play. Like a good story, each component of your web page should work together to build anticipation in the reader's mind. The CTA should be the logical choice for your visitor. A scroll activated pop-up at the end of a blog post could read, "Want More?" If the answer is no, you don't want that person on your email list anyway. But for your customer, the answer will always be yes. It's the job of your site, and your CTA, to get them there.