Marketing Funnel CTAs
CTAs examples with explanations to gain a better understanding of which CTA to use depending on the purchase stage when working on results-driven campaigns
The provided image displays a table titled 'Customer Journey CTAs', which offers examples of Call-to-Action (CTA) phrases and their corresponding functions across five distinct stages of a customer's journey in the marketing funnel.
This table is structured with the customer's stage on the Y-axis and five columns for different examples on the X-axis. This framework provides a clear and actionable guide for marketers to craft effective CTAs tailored to the user's mindset at each stage in their interaction with a brand.
To fully interpret and explain this table in detail, we must break down each stage, analyze the purpose of the CTAs within that stage, and elaborate on the psychological and strategic principles at play.
1. Understanding the Five Stages of the Customer Journey
The table effectively maps the customer's progression from a state of complete unawareness to becoming a brand advocate. This journey is a fundamental concept in marketing, and the table's structure mirrors a classic marketing funnel:
Awareness Stage (Top of the funnel): At this initial stage, the potential customer is just discovering their problem or need and is looking for information. They are not yet ready to buy. The goal is to capture their attention and provide valuable, non-sales-oriented content.
Consideration Stage (Middle of the funnel): The user is now aware of their problem and is actively researching potential solutions. They are comparing different options and are open to engaging more deeply with a brand's offerings.
Decision Stage (Bottom of the funnel): The customer is ready to make a purchase. They have evaluated their options and are looking for a final push to commit to a specific brand. This is where direct, action-oriented CTAs are most effective.
Retention Stage (Post-purchase): The focus shifts from acquiring a new customer to nurturing an existing one. The goal is to build loyalty, encourage repeat business, and make the customer feel valued.
Advocacy Stage (Building promoters): Here, the satisfied customer is encouraged to become a brand evangelist. They are motivated to share their positive experiences and help promote the brand to their own networks.
2. Detailed interpretation of each stage and its CTAs
1. Awareness Stage (Top of the Funnel)
The CTAs in this stage are designed to be low-commitment and educational. They are not about selling but about building trust and establishing the brand as a credible source of information and resources. The examples provided: Read the blog post, Learn more, Download the Free guide, Watch the video, and Join our webinar, all these CTAs serve this purpose.
Read the blog post: This is a classic top-of-funnel CTA because it directs users to educational content that helps them understand their problem better. It's a soft sell that uses subtle persuasion, offering value without asking for anything in return, thereby establishing a relationship based on helpfulness.
Learn more: This is a versatile and common CTA that encourages users to explore content and get more information about the brand's offerings. It suggests further exploration, which is crucial for moving a user from passive awareness to active engagement.
Download the Free guide: This CTA offers a valuable resource in exchange for minimal user information, often an email address. The 'Free guide' can be an e-book, a whitepaper, a how-to guide (step-by-step manual), a toolkit, a template, or a checklist. The act of downloading signifies a deeper interest, and the exchange of an email allows for subsequent nurturing through email marketing.
Watch the video: Video content is highly engaging, and this CTA invites users to consume visual content that can help them grasp a concept or showcase the brand's personality, being more powerful than text alone for capturing attention.
Join our webinar: Webinars are a powerful tool for establishing thought leadership. This CTA invites users to an educational session where they can learn more about a topic relevant to their interests, often from an expert within the company. This builds credibility and positions the brand as a leader in its field.
2. Consideration Stage (Middle of the Funnel)
At this point, the user is actively considering their options. The CTAs shift from purely educational to providing more in-depth information about the brand's solutions. These CTA examples demonstrate this transition: Subscribe to our newsletter, Get a Free sample, Request a demo, See our portfolio, and Download the case study.
Subscribe to our newsletter: This CTA aims to keep the prospect engaged with ongoing content provided by the company. By subscribing, the user indicates a sustained interest in the brand, allowing for a constant flow of valuable information directly to their inbox.
Get a Free sample: This is a highly effective CTA for physical products or services that can be experienced firsthand. It provides a risk-free way for users to try out the product, which can significantly reduce friction on the path to a purchase.
Request a demo: This CTA is particularly relevant for software or service-based businesses. It invites users to see the product in action, which helps them understand its features and benefits in a way that static content cannot. This personalized interaction builds trust and addresses specific user requirements and questions.
See our portfolio: This CTA is common for creative industries or service providers. It encourages potential customers to view past work, helping to demonstrate the quality and breadth of the brand's offerings, proving its capabilities.
Download the case study: This is a powerful B2B CTA. Case studies offer in-depth content that showcases how the brand has successfully solved problems for others. This social proof builds a strong sense of trust and credibility, showing prospects that the brand is capable of delivering on its promises.
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3. Decision Stage (Bottom of the Funnel)
This is the most critical stage for conversion: the CTAs are direct, action-oriented, and often create a sense of urgency or provide an incentive. The examples show a clear and direct call to action: Buy Now, Apply Now, Schedule a consultation, Get a quote, and Start your Free trial.
Buy now: This is the most essential e-commerce CTA: it's a straightforward command that encourages immediate action. It should be prominent and frictionless, leading the user directly to the checkout process.
Apply now: This CTA is typically used for services, programs, or job applications that require an application process. It provides a precise directive for the user to begin the next step in the formal process.
Schedule a consultation: This CTA invites users to discuss their needs with a salesperson or consultant. This personalized interaction can help close the deal by addressing any remaining doubts and building a strong personal connection.
Get a quote: This CTA is a powerful tool for businesses with variable pricing. It offers a personalized estimate that can help the user move towards a buying decision by providing a clear understanding of the cost involved.
Start your free trial: This is a low-barrier CTA that allows users to experience the product without a financial commitment. It significantly reduces the perceived risk and is highly effective for SaaS businesses, encouraging users to get hooked on the product before the trial ends.
4. Retention Stage (Post-Purchase)
Once a customer has made a purchase, the focus shifts to retaining them. The following CTAs are designed to foster long-term engagement and build a lasting relationship: Join our loyalty program, Get support, Explore new features, and Refer a friend.
Join our loyalty program: This CTA encourages customers to sign up for rewards, fostering long-term engagement and repeat purchases. It makes customers feel valued and incentivizes them to stick with the brand.
Get support: This is a crucial CTA for maintaining customer satisfaction because tt ensures customers know where to go if they need help, contributing to a positive user experience. A positive support experience can turn a good brand into a great one in the eyes of the customer.
Explore new features: For products that are frequently updated, this CTA keeps existing customers engaged by highlighting new features or offerings. This prevents them from becoming stagnant and looking for alternatives.
Refer a friend: This CTA taps into the power of word-of-mouth marketing. It leverages satisfied customers by asking them to share their positive experiences with their network in exchange for an incentive, which is a powerful way to acquire new customers at a low cost.
Leave a review: This CTA is a form of passive advocacy that is vital for social proof. It encourages customers to share their experience, which can help build trust with new prospective customers and improve the brand's online reputation. Depending on the retention strategy, the customers can leave a review in exchange for a free gift, feature or somethign else.
5. Advocacy Stage (Building Promoters)
This is the most powerful stage of the funnel when satisfied customers become brand evangelists, promoting the brand to their networks. The CTAs here are about empowering the customer to become a voice for the brand. Ac ouple of examples include: Become an ambassador, Share your story, Write a testimonial, Share this post and Follow us on social media.
Become an ambassador: This is a high-level CTA that encourages loyal customers to take a more active role in promoting the brand. Ambassadors might receive exclusive benefits or be featured in the brand's marketing, making them feel like an integral part of the brand's community.
Share your story: This CTA invites customers to share their personal experiences with the brand, often through social media or testimonials. This is a powerful form of user-generated content (UGC) that feels authentic and trustworthy to new prospects.
Write a testimonial: This is a direct request to satsified customers for a positive review. Testimonials are powerful social proof that can be used on a brand's website or in marketing materials to build credibility and trust.
Share this post/page/product: This simple but effective CTA encourages customers to spread the word about a key piece of content, page or product, leading to increased reach and potential new leads or sales.
Follow us on social media: This CTA aims to keep customers connected and engaged with the brand on an ongoing basis. It encourages continuous interaction, which can lead to more shares, referrals, and a stronger sense of community around the brand.
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Conclusion
The table provides a comprehensive and strategic overview of how CTAs should evolve to match the customer's journey. It's not a one-size-fits-all approach, but by tailoring the CTA to the user's behaviour at each stage, marketers can significantly increase the effectiveness of their campaigns.
The table underscores the importance of a holistic marketing strategy that guides the customer from a state of passive awareness to active advocacy where he gets involved. Each example serves a specific purpose, from building trust and providing information at the top of the funnel to driving conversion and fostering loyalty at the bottom.
The detailed breakdown reveals that a successful CTA is more than just a button, it's a carefully crafted phrase that reflects the user's needs and propels them forward in their relationship with the brand. What this table makes abundantly clear is that understanding the customer's psychology is paramount to building a successful and sustainable business.