Insights, Marketing

What Makes A Good Call-to-Action? Optimise Your CTAs For Better SaaS Conversions

by Ryan James

In the competitive world of digital marketing, crafting compelling content is now essential for staying ahead. However, even the most impactful content can fall short if it doesn’t spur users into taking action.

This is where an effective Call-to-Action (CTA) strategy can come in. Especially for SaaS companies, a well-optimised CTA is not just a button — it’s a key ingredient in your SaaS marketing strategy that drives conversions and propels growth.

But how can your SaaS business create irresistible CTAs that resonate with your target audience? Our expert team is here to help you find out!

Why Do CTAs Matter?

As a SaaS company, marketing efforts for your business model should be largely focused on turning website visitors into loyal customers. But what role do CTAs play in turning prospects into SaaS users with high customer lifetime value?

In short, CTAs serve as the bridge between engagement and conversion. With a well-crafted marketing call-to-action, you can guide users toward the next step in their journey with your business.

Whether it’s signing up for a free trial, subscribing to your newsletter, or scheduling a demo, CTAs direct users to take action.

So, what steps should you follow to create the perfect SaaS CTA?

1. Keep it Simple (And Actionable!)

In a crowded digital market, clarity is key… and good SaaS marketing strategies will leverage this!

Especially if your SaaS product offers advanced or complex features, keeping your CTAs as straightforward as possible can help make your product appear more user-friendly and ensure potential customers don’t get overwhelmed at the first step of their journey.

An effective SaaS CTA should be simple, actionable, and leave no room for confusion. However, it should also be more engaging than just “Try” or “Buy”.

To achieve the right balance of simplicity and engagement, we suggest using concise language that communicates the desired action clearly.

This can include:

• “Try for Free”
• “Get Started Today”
• “Request a Demo”
• “Explore Features”
• “Get a Quote”
• “Unlock Your Solution”

2. Consider Design and Accessibility

A CTA’s design can significantly influence user interaction. This is why it’s important to not only align its design with your brand image but also ensure that it’s clear and accessible to as many users as possible.

For example:

• The font size should be legible across various devices
• There should be adequate spacing around the CTA button
• Always choose a contrasting colour to make it stand out
• Use a shape or style that is visually appealing and draws attention
• Ensure that it is responsive and works well on mobile devices

Tip: It’s also a good idea to consider the colour psychology of your CTA. For example, blue denotes trust, while red can signify urgency. If certain strategic colours align with your brand image, why not evaluate how you can use them more strategically?

3. Create a Results-Oriented Journey

Effective CTAs are just one part of a cohesive narrative that guides users toward action. However, without considering the worth and intended purpose of a CTA from the beginning, you’ll miss out on a valuable opportunity to craft copy that directly supports your ‘final prompt’.

As users progress through your content, this is why it’s important to focus on gradually building up momentum towards your CTA.

Do this by:

• Addressing potential concerns within the build-up text to alleviate hesitation
• Subtly (but clearly) highlighting the benefits the reader will gain by taking action
• Making sure the content and CTA align with the user’s current stage in the customer journey
• Creating a sense of urgency or scarcity to prompt immediate action
• Using persuasive language that evokes emotion and encourages a response
• Positioning the CTA strategically within the content for maximum visibility

Remember: As part of a SaaS content marketing strategy, your goal is to use content to seamlessly guide users from initial engagement to the ultimate action you want them to take. Regardless of the type of content you opt for, an effective CTA will make this journey more smooth and compelling.

4. Choose Quality Over Quantity

While there might be a temptation to sprinkle CTAs all throughout your content, it’s definitely possible to overdo it! Overloading your content with CTAs can overwhelm users and dilute their impact.

Instead, we suggest:

• Strategically position CTAs at pivotal points
• Ensure each CTA serves a distinct purpose
• Plan your CTA strategy to align with the user’s journey stage (e.g. are you speaking to prospective customers who are ready to commit, or are they in more of a research stage?)
• Maintain a balance between informative content and actionable prompts

Tip: To find the right balance, consider creating a content roadmap that outlines where each CTA will be placed and why. This way, you can ensure that each CTA has a clear purpose and contributes to guiding users effectively toward conversion.

5. Utilise Data for Continuous Improvement

The beauty of digital marketing lies in its measurability, and your CTAs should never be overlooked when it comes to monitoring your results!

To ensure your CTAs are working the way they should, and to refine your approach more strategically, we suggest keeping a close eye on:

• Click-through rates (which will also be crucial for your search engine optimization strategy)
• Conversion rates
• User behaviour post-click

Tip: In addition to tools such as Google Analytics, A/B testing can also help unveil which wording, design, and CTA placement drives higher conversions.

6. Leverage Expert Guidance from SaaS Marketing Professionals

Sometimes, optimising your CTAs for best performance can require a more intricate and strategic look at your overall SaaS marketing strategy. That’s why partnering with SaaS marketing experts like Rocket SaaS can provide you with the insights you need to drive action and achieve the results you want long-term.

At Rocket SaaS, we specialise in helping SaaS businesses craft strategies that attract new customers, help retain existing ones, and promote SaaS offerings in a competitive market. With custom solutions and a multidisciplinary team on hand for support, you can develop an effective SaaS marketing strategy that aligns with your unique goals and objectives.

To learn more about our services and to kickstart increased SaaS marketing success for your business, book a FREE marketing strategy call today.