CTA vs CTO ("Call to Outcome")
Sell Outcomes, Not Clicks.
Why Most CTAs Are Failing You
Most CTAs are killing your conversions.
Seriously.
“Buy now,” “Sign up,” “Join today”… they’re empty commands that ask for action, not results.
The Day I Discovered CTO
I learned this the hard way with a client in the SaaS space. Their homepage screamed “Sign up now.”
Traffic was decent, but conversions lagged.
One afternoon, while listening to Shane Parrish’s podcast, it hit me:
People don’t buy actions, they buy outcomes.
I rewrote the CTAs to focus on results. Suddenly, the same traffic was converting at double the rate.
That’s when I realized the power of what I now call CTO: Call to Outcome.
How to Turn a CTA Into a CTO
Here’s the practical method to shift from CTA → CTO:
Pinpoint the outcome your audience craves – What transformation are they really after?
Lead with the outcome – Frame the CTA around the “after” state, not the click.
Test and refine – Even small tweaks can dramatically improve conversions.
Before-and-After Examples
Before: “Buy today”
→ After: “Unlock better health this month”
Before: “Join the community”
→ After: “Connect with top performers who push you higher”
Before: “Subscribe to our newsletter”
→ After: “Get weekly strategies that grow your business faster”
Inspiration from Big Brands
Apple: “Think Different” → outcome is innovation and identity, not just buying a device.
Nike: “Just Do It” → promises empowerment and achievement.
Amazon: “Get fast, free shipping” → highlights the outcome of convenience and time saved.
Which CTA Will You Transform?
Which of your CTAs could become a CTO? Share your favorite outcome-driven CTA in the comments—I’d love to see your creativity!
PS: A Tiny Challenge for Tomorrow
Convert one boring CTA into a CTO before breakfast tomorrow. Bonus points if it makes you smile.
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