The call to action, also known as CTA is an English term that means “invitation to action”, and in practice it aims to prompt the user to take a specific action to elicit an immediate response.
It is a tool widely used in web marketing, and its goal is to show the user the action to be taken so as to enable them to find what they are looking for.
Call to actions are usually large, colorful clickable buttons, round or square, containing text, which is an invitation to take an action, placed on a clearly visible page of the site and are very commonly used in landing pages.
The reasons why a call to action is used
- To discover a service on a web page;
- To purchase a product on an e-commerce site;
- To sign up for a newsletter;
- To leave your details within a landing page;
- To promote an offer on your own website;
- To link an image or a page in your social network.
How to create a call to action?
Before creating a call to action, you should ask yourself some questions:
What is your goal?
What do you want to sell? A service or a product?
Do you want people to subscribe to your newsletter?
For each question, remember that each text corresponds to only one call to action.
To create a call to action, use a direct message (discover more, buy now, book now, send a message), and make sure it can describe what the service offers.
To have an effective call to action, the message must:
- Be visible: it should be placed in the right spot so that it can be seen;
- Always capture attention: by designing graphics that attract the user;
- Use appealing colors: that stand out and are in contrast with the colors of other content; for immediate effect, it is advisable to use vibrant colors;
- Be original: never trivial and get straight to the point.
- Include some extra information: it is very useful to add some additional information in the text to make it more complete.
How to improve the call to action?
To enhance your CTA, here are some useful tips:
- Never write "send" on the button text: use “download now”, “get your free copy”, or any phrase that increases click-through rate;
- Do not hide the CTA: always position it so that it is visible.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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