Inspiration for Excellence

Best B2C Calls to Action on Landing Pages

A Call to Action (CTA) is an essential component in compelling consumers to interact directly with a brand, whether it’s through a dynamic advertisement, engaging blog content, or a digital interaction such as clicking a button on a retail website. On B2C webpages, CTAs are central to the user interface design, typically highlighted by creatively designed buttons and enticing messages. These features are crucial in steering consumers toward actions that directly benefit the retail business, such as making an online purchase or signing up for exclusive offers.  

The effectiveness of a CTA is fundamental to the success of a B2C landing page. When expertly crafted, a call to action immediately grabs the attention of consumers as they arrive, presenting them with a decisive choice: to engage or not. This choice is vital in driving consumer actions, from boosting product sales to enhancing customer loyalty.

In this analysis, we conduct a data-driven review of various B2C landing pages, evaluating their success based on the effectiveness of their CTA design. Our methodology, built on empirical evidence and scientific practices, involves the Act Score—a measure of CTA efficiency. By applying predictive eye-tracking technology, we analyze the timing and arrangement of CTA deployments, and examine ergonomic design factors to ascertain the Act Score. This comprehensive approach allows us to effectively determine how CTAs capture consumer interest and drive conversions, providing actionable insights for optimizing user engagement on B2C landing pages.

Landing Pages with the Most Effective CTA

Explore our curated collection of landing pages, meticulously ranked based on CTA effectiveness. These exemplary cases stem from our extensive UX benchmarking process.

Apple

Apple iPhone 15 Landing Page
The Apple iPhone 15 Landing Page with the CTA button "Buy" is getting 95/100 (Act Score) on the desktop version.
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Birchbox

Birchbox Landing Page
The Birchbox Landing Page with the CTA button "Build Your Box" is getting 95/100 (Act Score) on the desktop version.
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Ark7

Ark7 App Landing Page
The Ark7 App Landing Page with the CTA button "Get the App" is getting 95/100 (Act Score) on the desktop version.
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IGS Energy

IGS Energy Green Electricity Landing Page
The IGS Energy Green Electricity Landing Page with the CTA button "SEE AVAILABILITY" is getting 95/100 (Act Score) on the desktop version.
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HCA Healthcare UK

HCA Healthcare UK Orthopaedics Landing Page
The HCA Healthcare UK Orthopaedics Landing Page with the CTA button "Find an orthopaedic consultant" is getting 95/100 (Act Score) on the desktop version.
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Ayble Health

Ayble Health Landing Page
The Ayble Health Landing Page with the CTA button "Start Free Trial" is getting 95/100 (Act Score) on the desktop version.
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Starlink

Starlink Landing Page
The Starlink Landing Page with the CTA button "ORDER NOW" is getting 95/100 (Act Score) on the desktop version.
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Uber

Uber Drive Landing Page
The Uber Drive Landing Page with the CTA button "Get started" is getting 94/100 (Act Score) on the desktop version.
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Peugeot

Peugeot New 2008 Landing Page
The Peugeot New 2008 Landing Page with the CTA button "CONFIGURE AND ORDER" is getting 94/100 (Act Score) on the desktop version.
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Paypal

Paypal Buy Now Pay Later Landing Page
The Paypal Buy Now Pay Later Landing Page with the CTA button "Start Shopping" is getting 94/100 (Act Score) on the desktop version.
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Mobile Landing Pages with the Most Effective CTA

Just Eat

Just EatEye-Tracking Overview
The Just Eat Landing Page with the CTA button "Search" is getting 96/100 (Act Score) on the mobile version.
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Perfect Keto

Perfect KetoEye-Tracking Overview
The Perfect Keto Landing Page with the CTA button "Shop Now" is getting 96/100 (Act Score) on the mobile version.
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Apple

Apple iPhone 15Eye-Tracking Overview
The Apple iPhone 15 Landing Page with the CTA button "Buy" is getting 95/100 (Act Score) on the mobile version.
Learn more from this case study

Uber

Uber DriveEye-Tracking Overview
The Uber Drive Landing Page with the CTA button "Get started" is getting 95/100 (Act Score) on the mobile version.
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Spotify

Spotify PremiumEye-Tracking Overview
The Spotify Premium Landing Page with the CTA button "Try Free For 1 Month" is getting 95/100 (Act Score) on the mobile version.
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Tolltickets

Tolltickets Toll boxes plansEye-Tracking Overview
The Tolltickets Toll Boxes Plans Landing Page with the CTA button "Choose your product" is getting 95/100 (Act Score) on the mobile version.
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UBS

UBS MortgagesEye-Tracking Overview
The UBS Mortgages Landing Page with the CTA button "Make an appointment" is getting 95/100 (Act Score) on the mobile version.
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Paypal

Paypal Buy Now Pay LaterEye-Tracking Overview
The Paypal Buy Now Pay Later Landing Page with the CTA button "Start Shopping" is getting 95/100 (Act Score) on the mobile version.
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G Adventures

G Adventures Active toursEye-Tracking Overview
The G Adventures Active tours Landing Page with the CTA button "See all Active tours" is getting 95/100 (Act Score) on the mobile version.
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Axa

Axa Home InsuranceEye-Tracking Overview
The Axa Home Insurance Landing Page with the CTA button "GET A QUOTE" is getting 94/100 (Act Score) on the mobile version.
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CTA Best Practices for Consumer Brands  

Optimizing Calls to Action (CTAs) for consumer brands can greatly enhance customer engagement and conversions:

     
  • Clear and Direct Communication: Make sure your CTAs, such as 'Buy Now' or 'Sign Up for Discounts', are clear and concise, helping customers understand exactly what actions they are expected to take.
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  • Action-Oriented Language: Use verbs that incite immediate action, such as 'Shop', 'Discover', or 'Join Us'. These phrases help to excite potential customers about new products and offers.
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  • Highlight Benefits: Clearly communicate the advantages of engaging with the CTA. For instance, if offering a membership discount, phrase it as 'Register now to receive 20% off on your next purchase!'
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  • Visually Striking Design: Design your CTAs with vibrant, contrasting colors that pop yet remain in harmony with your brand’s aesthetic. This is essential for capturing attention in visually busy environments.
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  • Strategic Placement: Position CTAs in high-visibility areas, ideally above the fold, to ensure immediate visibility, critical on product pages and during promotions.
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  • Optimize for Mobile Users: As many customers shop on their phones, ensure that CTAs are easily clickable and visible on various screen sizes.
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  • Create Urgency and Scarcity: Employ phrases like 'Offer Ends Soon' or 'Limited Stock Available' to create urgency, encouraging faster decision-making among shoppers.
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By implementing these tailored CTA strategies, B2C companies can more effectively lead customers through their purchasing process, from initial interest to successful transaction.

Conclusion

Throughout this article, we've explored exemplary landing pages that demonstrate the power of well-crafted CTAs, all underpinned by rigorous data and scientific methodology. By adhering to best practices tailored to B2C, these landing pages not only serve as a source of inspiration but also set benchmarks for successful digital engagement.

Curious to get insights from a new and pragmatic way to elevate your digital strategy? Assess your own landing pages to uncover hidden opportunities for growth and refinement. Embrace a fresh perspective on conversion rate optimization and watch your results transform. Learn more about our unique assessment process and begin your journey to digital excellence today.

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