A well-crafted CTA can make or break your conversion rates. It’s the natural connector that turns a prospect’s interest into a decisive action.
They see, they click, they do.
A compelling CTA can turn browsers into buyers — if you get it right.
Today, we’re not just going to talk about CTAs. We’re going to do much more – we’re going to show you examples of not-so-obvious CTAs that can make a big difference in your strategy.
However, speaking of differences... let's start with another one.
What is the difference between BOFU CTA, MOFU CTA and TOFU CTA?
If you were to cast a CTA (Call to Action) in a play, the BOFU (Bottom of the Funnel) CTA would undoubtedly be the star, delivering the final, compelling dialogue that clinches the deal.
This is the decisive moment when viewers (your potential customers) are forced to take action after being guided through the narrative of your product or service. This CTA is direct armenia phone number resources specific and tailored to trigger a conversion, usually by offering a free trial, demo or attractive discount.
In contrast, MOFU (Middle of the Funnel) and TOFU (Top of the Funnel) CTAs play supporting roles, each of which is very important in its own right:
The TOFU CTA is an icebreaker because it initiates the first interaction with potential customers. It is informative and inviting, often offering educational content like e-books or webinars to spark interest.
The MOFU CTA, on the other hand, is the bridge between initial curiosity and final decision-making. It nurtures the lead, often through case studies or free samples, and subtly guides them toward BOFU.
Each CTA has its own appeal and purpose, and they all lead to a seamless journey from awareness to transformation.
Examples of SaaS CTAs that work
Below you will find a few examples of CTAs that have caught our attention recently.
#1 Luzmo – show your time saving
Luzmo - demonstrate the time savings
In the Luzmo example, the BOFU CTA stands out in this article about embedded analytics with its strategic placement and dual approach. Unlike the rest of the article, where CTAs are not prominently present, this CTA is positioned at the bottom of the article and can serve as a direct gateway to the essay.
What makes it particularly effective is its two-way nature. It offers two different paths: ‘Try for Free’ and ‘Book a Demo.’ This approach appeals to a variety of user types, including those who prefer to get hands-on experience with the product right away and those who want a more guided exploration through a demo.
What's more, the CTA has universal appeal.
It doesn’t limit itself to a specific user segment, but opens the door to a wide range of potential customers. This universality ensures that it doesn’t alienate any segment of the audience. Offering a quick start (“in less than 15 minutes”) also taps into the user’s desire for instant gratification and efficiency, which is a powerful motivator in the decision-making process.
This CTA effectively captures the essence of Luzmo’s offering and encourages immediate action.
#2 Capsule – no need to be open
Capsule
The BOFU CTA on this Quickbooks CRM integration page from Capsule exemplifies a nuanced understanding of conversion paths.
Not all CTAs need to lead directly to a sign-up, registration, or instant conversion, he emphasizes. By inviting users to start a free trial through Quickbooks Marketplace, Capsule aligns its offering with an established platform.
This approach subtly redefines what transformation means.
For Capsule, the primary goal in this case is not just to provide a direct record, but to integrate the CRM solution into the user’s existing workflow in Quickbooks. This strategy recognizes that conversion is a subjective term and varies from business to business.
And here, Capsule’s CTA addresses a specific pain point for its audience , automatically making the offer more appealing. This is a reminder that conversions are also about creating value and relevance for the user, which in turn triggers the desired action.
#3 Instantly – make images clickable
Instantly homepage
Instantly's approach to the BOFU CTA is both innovative and user-friendly.
In their post about the best lead generators , they implemented the CTA not only in written form, but also as a clickable element under an image. This dual method appeals to different user preferences and increases the likelihood of engagement. When users click on the image, they are seamlessly redirected, improving the user experience. No hassle here.
The placement of this CTA within the article is natural and unobtrusive, blending well with other content and alternatives presented. It does not disrupt the reader’s flow, but rather complements the information conveyed. This subtlety in placement ensures that the CTA is not perceived as overly aggressive or out of context, which can be a turn-off for potential leads.
The effectiveness of Instantly’s CTA lies in its ability to engage users across multiple formats and its strategic positioning within the content.
#4 Vuestorefront – offer some choice
Vue Storefront’s approach to BOFU CTAs in their article on SAP Spartacus is a masterclass in contextual and visually engaging design. They use a dual CTA strategy, with one of the CTAs being a floating element.
Vuestorefront CTA strategy
The CTAs are very contextual and promote eBooks related to the SAP store within an article focused on SAP Spartacus. As a result, the CTAs resonate with readers who are already interested in the topic.
Because the CTA aligns with the content of the article, Vue Storefront increases the chances of conversion as readers are likely to be in the decision-making stage of the purchase journey.
What’s more, CTAs stand out visually with distinct colors (green on a white background) and effectively grab the reader’s attention. This visual distinction is essential in a content-rich environment because it helps CTAs break through the clutter and grab the reader’s attention . The use of color serves a functional purpose by making CTAs more noticeable and inviting.
#5 Findymail - play with colors
Similar to Vue Storefront, Findymail uses two types of CTAs on their blog about writing meeting request emails .
One of the CTAs floats on the page so it's always easy to see,
the other is written inside the article.
No matter where the reader is on the page, the CTA is always visible.
Findymail CTA Strategy
The CTAs actually fit really well with the topic of the article. They don't feel out of place and they match what the reader is learning. This makes the CTAs feel more natural and not like they were added as an afterthought.
CTAs are also colorful so they stand out from the rest of the text. This is important because it grabs the reader’s attention and increases the likelihood of them clicking on the CTA.
#6 Usebouncer - Customize CTAs
Customizing CTAs for a specific piece of content/article can be time-consuming, laborious, and – let’s face it – sometimes not even worth it, but Bouncer does a great job here.
Their CTAs are truly specific to the content in each section of the article, meaning they align perfectly with what the reader is learning at that moment.
Usebouncer– customize CTAs
For example, in this article about the best email verification tools , CTAs are designed to get the reader interested in trying them out. This is smart because CTAs connect directly to what the reader is focused on.
