Call to Action vs Call to Outcome
Peter Fraher
I help business owners unlock their website's potential to drive measurable growth, without wasting time or money. Author: Optimising the Invisible
When we talk about optimising funnels, we often focus on calls to action (CTAs)—those vital prompts that guide users from one stage to the next. But have you considered the power of calls to outcome? This subtle but strategic shift could be the key to converting more users as they progress through your funnel.
CTAs and calls to outcomes serve different purposes but work together harmoniously when deployed effectively. Let’s dive into what they are, how they differ, and how you can use both to maximise conversions.
What is a Call to Action?
A call to action prompts the user to take the next step in the funnel. It’s directive and often immediate:
“Learn More”
“Add to Cart”
“Sign Up”
These are action-oriented statements designed to move users closer to a purchase or conversion. They are essential in the upper and middle stages of the funnel, where the user might still be exploring options or gathering information.
What is a Call to Outcome?
A call to outcome focuses on what the user will achieve or experience as a result of taking the action. It’s about the benefit, not the step:
“Start Feeling More Organised Today”
“Save Money on Your Energy Bills”
“Get the Perfect Fit, Every Time”
These statements shift the focus from the process to the result. They are particularly effective in the later stages of the funnel, where users are deciding whether the outcome is worth their investment of time, money, or effort.
Why Transition from CTA to Call to Outcome?
As users move down the funnel, their needs and motivations change. At the top of the funnel, users need guidance and clarity—what step to take next. But as they near a decision, they’re looking for reassurance that the decision aligns with their goals or solves their problem.
Gradually transitioning from calls to action to calls to outcome can:
Build Confidence: Highlighting outcomes reassures users they’ll achieve their desired results.
Reduce Friction: Users see the benefit rather than focusing on the effort required.
Encourage Completion: Calls to outcome create an emotional connection by focusing on results, which can nudge hesitant users toward conversion.
Practical Applications: How to Use Both
1. Top of Funnel (Awareness Stage)
Focus on clear, simple CTAs to encourage exploration.
Example: A homepage banner with “Explore Our Range” or “See What’s New.”
Keep it directive and inviting. Users at this stage need clarity, not complexity.
2. Middle of Funnel (Consideration Stage)
Begin to blend CTAs with hints of outcomes.
Example: On a product page, transition from “Learn More” to “See How It Works.”
Pair CTAs with supporting content that teases the benefits of your solution (e.g., testimonials, key features).
3. Bottom of Funnel (Decision Stage)
Use calls to outcome to reinforce the benefits of purchasing or taking the final step.
Example: Replace “Buy Now” with “Start Saving Today” or “Claim Your Free Trial.”
This reassures users of the value they’ll gain, creating an emotional incentive to complete the action.
Common Mistakes to Avoid
Jumping to Outcomes Too Soon Calls to outcome are powerful but only when the user understands the context. At the top of the funnel, focus on clarity and avoid overwhelming users with promises they haven’t explored yet.
Neglecting CTAs Altogether Outcomes without direction can leave users confused. Always ensure there’s a clear pathway—whether it’s a button, link, or form—to take the next step.
Being Too Vague Both CTAs and calls to outcome should be specific and actionable. “Learn More” is fine, but “Learn How to Reduce Costs by 20%” is better. Similarly, “Feel Better” is vague, while “Feel More Energised in 7 Days” is concrete.
Steps to Optimise Your Funnel with Calls to Outcome
Audit Your Funnel Review your current CTAs. Are they clear and actionable? Are they matched to the user’s stage in the journey?
Map Outcomes to Funnel Stages Identify the key benefits of your product or service and tie them to the later stages of your funnel. Think about what users need to feel reassured as they move closer to conversion.
Test and Refine Run A/B tests to compare traditional CTAs with calls to outcome. Measure the impact on click-through rates, form submissions, and overall conversions.
Use Supporting Content Pair calls to outcome with trust-building elements like testimonials, reviews, or stats to reinforce the promised benefits.
Examples of Call to Action vs Call to Outcome in Practice
Example 1: SaaS Landing Page
CTA: “Start Your Free Trial”
Call to Outcome: “Unlock Simpler Project Management Today”
Example 2: E-commerce Product Page
CTA: “Add to Cart”
Call to Outcome: “Get Ready for the Best Night’s Sleep”
Example 3: Service-Based Business
CTA: “Schedule a Call”
Call to Outcome: “Discover How We Can Save You Time and Money”
Incorporating both calls to action and calls to outcome into your funnel creates a seamless journey for your users. The former gets them moving, while the latter keeps them motivated by showcasing the value they’ll gain. Often, the most effective approach is a combination of the two, ensuring both clarity and emotional incentive. For example, “Schedule a Call to Discover How We Can Save You Time and Money” pairs the next step with a compelling benefit.
Ready to optimise your funnel further? Let me know in the comments what CTAs or calls to outcome you’re using, and let’s discuss ways to make them even more impactful.
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