7 Psychological Hacks to Create Compelling CTAs
In the high-stakes world of event marketing, every click, sign-up and attendee matters.
You can spend months creating a great event – top-tier speakers, interactive workshops and networking opportunities galore.
However, all that hard work can fall flat if your prospective audience hesitates at the final step – the call-to-action (CTA).
CTAs are the bridge between intention and action. They speak directly to the part of the brain that makes snap decisions, often without us even realizing it.
A generic or overused CTA can severely affect user engagement and undermine your marketing efforts. In contrast, a creative CTA is like a flashing neon sign, impossible to ignore and hard to resist.
In our latest Event Marketing Sevinar, Nancy Harhut, co-founder and Chief Creative Officer of HBT Marketing and an expert on behavioral science, shares 7 psychological hacks to create compelling CTAs.
It’s time to turn those ‘ummms’ and ‘maybes’ into a resounding click. Let’s dive in!
Hack #1 Make your CTAs clear, actionable and benefit-driven
If you are unsure about what your CTA button should do, here’s a basic fix by Nancy: keep it clear, action-driven and highlight the benefits.
Clarity is king – Be specific about the desired action you want your audience to take. For instance, instead of a generic ‘Click Here’ try something more direct like ‘Download My Free Ebook’ or ‘Get Exclusive Access to On-Demand Content.’ When your audience knows exactly what to expect, they’re more likely to take action.
What’s in it for the user? Why should they click? Highlight what the user gains from clicking the CTA. For example, “Unlock Exclusive Tips” or “Save My Seat” show prospective attendees what they get in return.
Research by Outcome Media shows that CTA buttons highlighting attendee benefits can generate a 24% higher click rate than generic ones like “Download, Sign Up, or Buy Now”.
Hack #2 Use first-person wording to increase your CTR
A simple yet powerful trick recommended by Nancy to make CTAs more impactful is to use first-person wording.
In fact, research shows first person CTAs can boost your click-through rates (CTR) by as much as 28% (Subjectline.com).
She also suggests steering clear of done-to-death phrases like ‘Register’ or ‘Submit’.
Generic CTAs are overused and offer NO incentive or value to your attendees and prospects.
When someone reads a CTA that says “Get My Free Guide” instead of “Get Your Free Guide” or “Register for your Guide” the connection feels more intimate.
The reader can visualize themselves taking action, which psychologically bridges the gap between intention and action.
Here are some examples:
– “Reserve My Spot Now” instead of “Reserve Your Spot”
– “I’m interested!” instead of “Are you interested?”
Hack #3 Optimize your design – go for round buttons and contrasting colors
The shape and color of your CTA button has a significant impact on visitor interactions with your event website and email marketing. Nancy highlights two aspects that create positive psychological triggers:
- Round Buttons – more inviting, less intimidating: Pointed corners can feel a bit aggressive, while rounded buttons come across as friendly and welcoming. Research shows people are 17% to 55% more likely to click on rounded buttons than those with sharp angles—they just feel more approachable! (Ariyh)
- Contrasting Colors – stand out from the crowd: Imagine a bright red button on a sleek, white webpage. Pop! There’s an immediate urge to click on it. That’s the power of contrast. Don’t let your CTA blend into the background. Reports have shown that businesses can boost their sales by over 35% with a CTA that stands out (OptinMonster). Use vibrant colors that stand out from your overall design scheme, making it impossible to miss and easy to click.
Hack #4 Maintain consistency in CTA visuals and copy
An effective CTA is backed by consistent design and text.
Nancy cites the pitfalls of not doing so: Imagine you have a shiny red button on your homepage that says ‘Sign up now!’
But then you send out an email, and suddenly that button’s yellow. Wait, what?
Friction like that can be a buzzkill for your click-through rates.
This logic also extends to your copy.
Similar messaging will reassure your audience but if things look different, confusion prevails and your response rates get affected.
You want your audience to instantly recognize and associate a specific color, design, and message with that all-important CTA.
Whether they’re on your homepage, reading an email, or landing on a registration page, keep the visuals and copy consistent.
Hack #5 Add credibility through social proof, endorsements and FOMO
Humans are social creatures and need peer validation.
There’s nothing like some good ol’ social proof, endorsements from authorities, and a sprinkle of FOMO to boost your event credibility, says Nancy.
For instance, if a ton of people you know are signing up for an event – especially those considered industry rockstars – you will feel a nudge to join in. Expert cred can work wonders.
Also, did a bigwig call your show the ‘can’t-miss’ of the season?
Getting an endorsement from top gurus makes attending your event a no-brainer – it’s akin to getting an official stamp of approval.
According to Snöball’s Peer-to-Peer Event Marketing (P2P) 2024 Benchmark report, referrals have a nearly one-in-three chance of generating a new registrant, resulting in an average 7% attendance boost with minimal effort. For top events, up to 33% of the audience came from P2P marketing.
Tapping into FOMO (fear of missing out) can also give your event a significant boost in sign-ups. Adding a dash of exclusivity or scarcity like ‘Limited seats’ or ‘Annual-only event’ provide the psychological triggers to transform your CTA invitation into an irresistible one.
Tip #6 Use the power of rhyme for persuasive CTAs
Another great way to make your CTA effective is by using rhyming phrases.
The Rhyme as Reason Effect suggests people not only remember rhyming phrases better, but also find them more accurate and persuasive.
Think about classic advertising slogans – they are catchy and stick with you.
So a CTA like “Don’t Delay, Register Today” is likely more effective than “Don’t Wait, Register Today” or “Don’t Delay, Register Now”.
The rhyme enhances recall and persuasiveness, making your CTA more enticing.
Hack #7 Find what clicks with your audience with A/B testing
Remember the golden rule: test everything!
According to Nancy, a clear and enticing CTA might sound good in our heads but doesn’t necessarily mean it will resonate with everyone.
Maybe a different wording clicks better, the lead-up needs a tweak, or the design needs rework.
It’s like a reality check from your market – showing you what resonates and what falls flat.
A/B testing takes the guesswork out of the equation and helps you make data-driven decisions to drive more conversions.
Bottom line
Event marketing success isn’t about luck—it’s about strategy. These seven hacks equip you with the tools to understand what makes your audience tick. By tapping into the psychology of decision-making, you can craft CTAs that resonate, persuade, and ultimately, drive the results you’re looking for. Go beyond guesswork, embrace the power of behavioral science, and watch your event engagement soar.
Find out how Snöball can level up your event marketing with unique tools and insights.
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