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Call-To-Action Button Language: Creating Urgency or Scarcity

You want visitors on your site to carry out the desired actions with as little thought as possible. While you don’t want to deceive them, the more opportunities you give them to stop and consider what they’re doing, the more chance you’re giving them to say “NO.”

You want the text on your buttons to give your prospective buyers the impression that they need to act right away. You want to encourage them to make their decision immediately, on the spur of the moment. While this won’t work for every Call-To-Action button (especially those to purchase high-ticket items), for low-cost or free actions, having visitors click with little forethought is desirable.

If you are currently running a sale, have limited stock, or perhaps can guarantee next day delivery if the order is placed within the next hour, then this can be a powerful technique.

Some Important Takeaways:

  • Encourage your visitors to act immediately
  • Don’t give them any reason to pause
  • While urgency is important, don’t mislead your visitors in any way
  • Test using the scarcity technique versus not using it at all

Provide Extra Information

Where appropriate, use your Call-To-Action buttons to give visitors extra information about what they’re going to get if they click on the button. This is most commonly seen with trial or download buttons.

Common examples of extra information include:

  • Length of time a free trial will last
  • Size of a file download
  • Noting a version of a specific piece of software is also commonly seen.

When including extra information, remember that you need to keep the focus on the actual

Call-To-Action. Make sure that the text for the language enticing visitors to act is most prominent, with other information much less visible.

Some Important Takeaways:

  • Only include extra information when it adds to your visitor’s experience
  • Extra information is only appropriate on some types of buttons, most notably download or trial buttons
  • Make sure that the main action you want your visitors to take is still the most prominent text on your button

Goldilocks continues this discussion on the importance of Call-To-Action buttons, have a look!

In case you missed any of the earlier installments in this series, you can visit them now!

Previously on the Goldilocks Blog “Did You Know!” she discussed……


Have a great day!

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