Call to Action Button Phrases: Engage & Convert Across Languages

Web pages are optimized for directing visitors into taking a certain action. There is a lot of psychology behind what to put into call-to-action button phrases and what color they should be. Having an international focus adds another dimension to that. Not only do you need to focus on creating clickable, catchy call-to-action buttons or blocks, but you must think about what to put in them and how to translate them.

In this blog, we will discuss the influence language has on the efficacy of these call-to-action buttons.

How to Write the Right CTA for International Users

If you want to see the influence language has on different call-to-actions, take a look at one of the world's largest online retailers: Amazon. The table below shows their call-to-action button for signing up with their Amazon Prime service, which gives you many extras when shopping with them.  

As we look at the different content within these call-to-action buttons to lead visitors into signing up for a free Amazon Prime trial, we notice the following: 

• Some use only uppercase letters, some do not.
• Some languages make it personal, as in ‘start my trial’. 
• Some do not even specify that it is free.
• Some are a lot shorter than others.

The example above tells us that there is no straightforward way of just translating an English call-to-action phrase and assuming it would work well in other languages too.

Bonus read: 5 Elements on Your Landing Page That Will Increase Conversion

Considerations when crafting CTAs for a global audience

When you internationalize your website, be aware that it might not be the best option to literally translate CTAs. Depending on your visitor's language, they may or may not be triggered by certain nuances in the CTA.

For example, the literal translation of a CTA like ‘Learn how our tool can optimize your work processes’ would never be on a German website. It would sound very unnatural for a German user. Also, CTAs with passive verbs are tricky to translate and would turn out to be far too long in the German language.

Aside from problems that might arise when translating CTAs, there are also cultural differences that you need to consider. With French people, you must be careful how you phrase words. What you are selling needs to be true. We see this in the example above – the trial is free, and it lasts for 30 days.

The same applies to the German translation. Germans are known to be risk-averse and want to know everything in advance. And that is exactly what they are getting in this call to action. With one click of a button, they are informed that they are: 

• Starting a trial.
• It's from Amazon Prime.
• The trial starts today.
• It lasts for 30 days.

It is not necessary to put in so many details in a Spanish call-to-action. Spanish people tend to be very loyal to brands they identify with. In other words, there is no need to be super-specific. They will trust the fact that Amazon Prime can be tried out for free and do not need to be bothered by all the specific details.

The same goes for the Dutch. However, since they are known as economical, the small detail of adding the word free to the CTA phrase makes it a little more interesting and appealing to them.

Translating CTAs to resonate with different cultures and languages

In order to engage the target audience in each region, call-to-action button phrases should resonate with different cultures and languages.

Think of a tone of voice that resonates well with your company. Then, make sure you hire a professional to translate your website or CTAs. Whether hiring someone local or a translation company, make sure the quality is up to standard, as you want to avoid huge miss in translating effective communication.

Cultural aspects need to be considered as well. It is not about changing your corporate identity or the way you come across to potential clients, it is about adopting a different communication style to accommodate your foreign readers. Once you follow that strategy, you will be successful in directing any reader in any language into a certain action.

Assistance With Crafting CTAs for Specific Needs

It can be overwhelming to stay up-to-date with all the details that need to be taken into account when establishing your internet presence in the European market. To engage and convert, these CTAs need to be tailored for specific needs, resonating with different regional preferences, cultures, and languages.

If you need assistance or want to get information from a local professional in Digital Marketing services in Europe, we will be happy to help you get a foothold in the European market. Whether you need detailed market research, website localization, or help with advertising campaigns, EuroDev can help you reach your target audience here in Europe.

For more detailed information or opportunities for your brand in Europe, please contact us.