Call to Action
The acronym CTA stands for “call to action”. It is an incentive that asks the user to perform a specific action on a website. It can be the part of a webpage, advertisement, or piece of content that encourages the audience to do something.
It is usually written in the form of a command or an action phrase, such as “Sign up” or “Buy now”, and usually takes the form of a button or a hyperlink.
In marketing, CTAs help a business convert a visitor into a lead for the sales team. CTAs can result in a variety of different actions depending on the purpose of the content.
What is the purpose of a CTA?
In the sphere of digital marketing, the objective of a call-to-action is to convert visitors into leads and then the latter into customers. It is also used to analyze the effectiveness of the message conveyed in the page in which it is located.
Depending on the rate of clicks it generates, it is estimated the need to create a more suitable strategy. The most common CTAs usually offer this type of action: add to cart, subscribe, subscribe to the newsletter, buy now, etc.
For example, without a good call to action, your blog posts might fall flat.
Great writing and a compelling story make any blog post interesting reading for your website visitors. However, don’t drop the ball when it comes to directing your readers to action.
After all, the purpose of your blog post is to inform and inspire action. Blogs are more than just entertaining reading! They are an essential part of your inbound marketing plan.
When creating new content or performing a content audit on your website, carefully review your CTAs. Inbound marketing doesn’t work if you don’t use your CTA strategically to encourage visitors/leads to take the next step.
How to create calls to action that convert?
Marketing experts use a number of strategies to create effective CTAs. Below is a list of the most common strategies:
1. Good design
The best calls to action should grab the user’s attention. A bright button color that contrasts with the color of the page or email is therefore an effective strategy.
2. Choose the location of your CTA well
Remember that the more your Call-To-Action button is visible, the more clicks it will receive. First, place your CTA horizontally in the center of your content.
If you create an emailing, then position it preferably above the fold line so that the recipient can directly see the action they need to perform, without having to scroll.
3. High visibility
As the call to action should be the most visible element on the page, the font size should be large enough to grab attention.
4. Clear Benefit
Stating a clear benefit the user will get from completing the transaction is an effective way to entice them to click.
5. Call-to-action targeted text
A call-to-action, as the name suggests, is designed to compel the user to take action. An effective CTA should therefore use action words such as “find out”, “learn more” and “buy now”.
6. Short in length
A good call to action should be a short sentence, not a sentence. Most don’t exceed five to seven words.
Sense of urgency: Users are easily distracted on the Internet, so a strong sense of urgency, such as a limited-time offer, can prompt them to act immediately instead of procrastinating.
The most common call-to-action verbs
- Ecommerce: Buy, Shop, Order, Reserve, Save, Add to cart, Choose, View
- SaaS Conversion: Try, Get Started, Subscribe, Register
- Nonprofit Conversion: Give, Engage, Voluntary, Adopt, Donate, Support
- Newsletter or community: Subscribe, Join, Register, Refer,
- Special Offer: Download, Get, Catch, Claim, Enjoy
- General: Learn More, See More, See How, Get Started, Discover, Check, Click here, Continue, Swipe up,
Tips: check your call to action against the LIFT model (LandingPage Influence Function for Tests) see below.
CTA with LIFT model
If we went back to our example above, it would look like this:
- Download = relevance
- this ebook = clarity
- now = emergency
- Download this ebook = value proposition
Use the text surrounding your call to action to:
- Reduce distractions (e.g. remove unnecessary links, images, etc.)
- Alleviate anxiety (e.g. add “no credit card required” disclaimer)
Examples to provoke an emotion
If you want to elicit an emotional response from your users, go for a longer CTA.
In this case, you will need to incorporate more modifications to achieve the desired effect.
Here are some examples :
- Add numbers: “Buy now and get 50% off!”
- Add adjectives: “Find your dream home with us!”
- Make a promise: “Lose weight in just 6 weeks!”
- Influence their FOMO: “Limited time offer. Get your free T-shirt!”
- Highlight your USP: “Order handmade soap now!”
- Like anything social, the best CTA copy tends to be conversational, even when it’s meant to be transactional.
Create your own ideas
You don’t have to stick to the good old examples. Be creative and come up with your own calls to action.
First, tell yourself what your company does for its customers (or just check out your mission statement). For example, I run a spa where people get facials.
Then turn the verbs and modifiers into a 2-5 word call to action. Add relevant information if needed → “Get a free mud mask” or “Treat yourself today!”.
Tip: No one gets their CTAs right the first time. Perform at least one A/B test (but preferably several) on your ad to gauge the strength of your call to action.
Examples of the best calls-to-action
1. Use a copywritten formula
To push to action, you have to find a powerful formula.
We talk about a copywritten Call-To-Action when the words are so well chosen that they make you want to click on the button.
Favor action verbs, which encourage people to take action and emphasize the benefits:
- “I discover” rather than “Find out more”;
- “I’m testing” rather than “Click here”;
- Favor the use of the first person of the present of the indicative “I test”, “I benefit”, “I register”;
- Vary by using the imperative: discover, test, enjoy, etc.
- Action verb namely “book” which becomes “I reserve”. The expression appears in capital letters, which makes it more readable and therefore makes you want to click more.
2. Create a Call to Action related to your promotional offer
Some Calls to Action are linked to commercial offers. To be more effective when offering discounts, consider linking your CTAs to these promotional offers. To do this, choose the right formulation.
Here’s a great Call to Action example highlighting a commercial offer. With this highly visible CTA, as it is placed at the very top of the email it clearly highlights the main offer. You can’t miss it and you are automatically attracted by this tempting offer.
- Note that adding that the offer is valid “for the first 60 orders” creates a sense of urgency.
- The Call to Action is well highlighted and creates a link with the proposed promotional offer. Note that the text in the CTA is well adapted and worded: the first person use of the indicative and exclamation points add a touch of enthusiasm: “I enjoyed it”.
- Sign up for weekly goodies
- Book free assessment
- Signup and save
- Get the bundle
- Join free for a month
- Take advantage of
Read also: Business Model Examples for Your Inspiration
3. Two CTAs is better then 1 option. Give them options to choose
Intrigue your readers and ask them to choose one of them:
- I wanna try or I prefer a demo
- Download or Read now
- Preorder or Other model
- Yes, I want more traffic or No, I have enough traffic
- Buy now or Lease now
- Discover or Buy Now
- Be a good manager or Be a bad manager
- Get stared or Contact sales
Sources: PinterPandai, AdEspresso, HubSpot, Rock Content
Photo credit: SandeepHaripuria via Pixabay
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