We will go through some examples from the big guys.
1. AppleTV+: “Watch Now”
2. Netflix: “Try 30 Days Free”
3. Lyft: “ride and Save”
4. Canva: “I’m in! Show me Canva 2.0”
5. Chick-fil-A: “Find your morning motivation”
AppleTV+: “Watch Now”
Apple uses the call-to-action “Watch Now” combined with a play icon to push visitors to sign up for its new streaming service AppleTV+.
It is a brilliant idea because in that moment it speaks directly to the visitor’s desires (watching some of the exclusive material being seen in the background), but it’s also a little deceptive because you don’t go straight to watching.
Instead, to continue a free trial, you are taken to a sign-up page with another CTA. It creates a bit of a frustrating user experience and might confuse some users.
If I were Apple, I would take them to the free trial site immediately or even better to start watching a show before being prompted with a request.
Netflix: “Try 30 Days Free”
Netflix is not playing games with its CTA on the other end of the streaming spectrum. This uses a stunning, red on-brand button to catch the attention and then uses its free trial to eliminate the uncertainty of not understanding what you are going to get in.
It also does a decent job of addressing other common concerns right next to the button, removing any other objections.
Lyft: “Ride and Save”
Ride sharing service Lyft cuts right into the chase in this call-to-action post. What are you offering? Rides — but you’re going to save if you press right now.
Between this easy copy and the use of negative space to draw the eye around the press, this CTA is well set up to attract leads.
Canva: “I’m in! Show me Canva 2.0”
Canva makes smart use of thorough, introspective copy in another amazing email CTA to let the viewer know exactly what they’re going to get when they hit the button.
It also creates a sense of community and exclusivity that means that when you click through, you’ll be “in” on something.
Chick-fil-A: “Find your morning motivation”
Instead of flat out telling you to view your breakfast menu, in this clever CTA copy, Chick-fil-A positions your food not as a mere hunger cure but as a “motivation.”
You’re not just seeing what they’re offering by clicking through, but also about yourself.