What makes it particularly effective is its dual nature?

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In Luzmo’s case, their BOFU CTA stands out for its strategic placement and dual focus in this article on integrated analytics . Unlike the rest of the article, where CTAs are noticeably absent, this one is placed below and can serve as a direct gateway to the test.

It offers two distinct paths: “Try for free” and “Book a demo.” This approach appeals to several physical therapist email database types of users: those who prefer an immediate hands-on experience with the product and those who seek a more guided exploration through a demo.

Furthermore, the CTA is universal in its appeal.

It is not limited to a specific segment of users, but opens the door to a wide range of potential customers. This universality ensures that it does not alienate any part of the audience. Offering a quick start (“in less than 15 minutes”) also addresses the user’s desire for immediate gratification and effectiveness, which is a powerful motivator in the decision-making process.

This CTA effectively captures the essence of Luzmo’s offering and encourages immediate action.

#2 Capsule: No need to be obvious

Capsule
Capsule’s BOFU CTA on this Quickbooks CRM integration page exemplifies a nuanced understanding of conversion paths.

It highlights that not all CTAs need to lead directly to a signup or immediate conversion. By inviting users to start a free trial through the Quickbooks Marketplace, Capsule aligns its offering with an established platform.

This approach subtly redefines the meaning of conversion.

For Capsule, in this case, the primary goal is NOT just to get a direct signup, but to integrate their CRM solution into the user’s existing workflow with Quickbooks. This strategy recognizes that conversion is a subjective term and varies from company to company.

And in this case, Capsule’s CTA addresses a specific pain point for its target audience , so the proposition is automatically more compelling. It’s a reminder that conversions are also about creating value and relevance for the user, which in turn drives the desired action.

#3 Instantly: Make images clickable

Instant homepage
Instantly's approach to their BOFU CTA is innovative and easy to use.

In their post about the best lead finders , they have implemented a CTA not only in written format, but also as a clickable element under an image. This dual method caters to different user preferences and increases the likelihood of engagement. When users click on the image, they are seamlessly redirected, improving the user experience. Hassle-free.

The placement of this CTA within the article is natural and unobtrusive, blending well with the rest of the content and the alternatives presented. It doesn’t interrupt the reader’s flow, but rather complements the information being conveyed. This subtlety in placement ensures that the CTA isn’t perceived as overly aggressive or out of context, which can put off potential customers .

The effectiveness of Instantly’s CTA lies in its ability to engage users across multiple formats and its strategic positioning within the content.

#4 Vuestorefront - give a choice
Vue Storefront’s approach to BOFU CTAs in their SAP Spartacus article is a masterclass in contextual and visually engaging design. They employ a dual-CTA strategy, where one of the CTAs is a floating element.


Vuestorefront CTA strategy
The CTAs are highly contextual, as they promote SAP Store-related eBooks within an article focused on SAP Spartacus. As a result, the CTAs resonate with readers who are already interested in the topic.

And since the CTA aligns with the content of the article, Vue Storefront increases the chances of conversion since readers are likely to be in the decision-making phase of their buyer journey.

Additionally, CTAs stand out visually with distinct colors (green on a white background) that effectively attract the reader’s attention. This visual distinction is necessary in a content-rich environment as it helps CTAs break through the clutter and grab the reader’s attention. The use of color serves a functional purpose by making CTAs more visible and engaging.