A call to action (CTA) is a fundamental element of any successful marketing strategy. A well-designed CTA encourages website visitors to take a specific action, such as signing up for a newsletter, downloading a price list, making a purchase, or registering.
What is a CTA?
A CTA (call to action) is a marketing term that refers to any button or link that urges website visitors to perform a specific action. You can place CTAs on websites, in advertisements, emails, or any other marketing material. The most common purpose of a CTA is to drive users to perform an action, such as signing up for a service or purchasing a product.
Typically, a CTA should be placed above the fold. Most people skim a page before deciding whether to engage with its content fully. The CTA should be large and prominently displayed to catch the reader’s attention.
Why are CTAs important?
A well-designed CTA can increase engagement and conversion rates on your website. It could be as simple as a button with a few words or a more complex multi-step process. An effective CTA draws potential customers into the sales funnel and directs them to the desired action. The power of a well-crafted CTA lies in its ability to prompt action. A poorly designed CTA, on the other hand, may only present a statement without clear direction.
How to make a CTA effective?
The basics of writing an effective CTA are relatively simple: understand your target audience, define your marketing goals, structure your website accordingly, and write your CTA text to generate the highest possible conversions. However, continual testing is key! The best CTA text will only be found by running consistent A/B tests.
Examples of effective CTAs
- Be Clear: The CTA text should clearly indicate what will happen after the user clicks it.
- Be Visible: To encourage clicks, the CTA must stand out. It should be eye-catching, stand out from the background, and be appropriately sized. Button size should also consider web ergonomics.
- Encourage Action: The CTA text should be precisely formulated to offer value, prompting the user to click for promised benefits.
- Keep It Short: The CTA should be short, simple, and direct. Ideally, it should be only a few words.
- Use Deadlines: Adding deadlines to promotions or offers can increase urgency, making users more likely to take action.
- Be Consistent: Consistency is vital in designing CTAs. Keep the design consistent throughout your website so customers know where to find specific information.
- Know Your Audience: Understanding your audience and their needs will help you determine what they want and how to connect with them.
- Focus on One Action: A CTA should focus on one action and one goal. If you try to achieve too much with a single CTA, it will be less effective.
- Make It Relevant: Ensure that your CTA is relevant to the customer. Avoid randomly placing CTAs that have no relevance to your product or service.