Call To Action (CTA)

Joran Hofman
April 3, 2021

What does CTA mean?

CTA stands for call to action, and it is the part of a web page, advertisement, or content that encourages the audience to do something and how to do it. They generally come in the form of banners, flashy buttons, or hyperlinks for users to activate.

In marketing, calls to action are the part of an ad that helps a company convert a user or reader into a potential customer for the sales team.

Why is a Call To Action important?

The call to action is an essential part of a page or website, which works like a sign that tells the user what to do next. If there is no clear call to action, there is a possibility that the user does not know how to make a purchase or how to subscribe to a newsletter and may leave the site without taking any action.

A call to action clarifies to users and potential customers what to do next and prevents discrepancies, functioning as a roadmap that guides users through the sales funnel.

Likewise, there can be multiple calls to action on the same page so that the user can perform several actions.

How to use a CTA?

A call to action is used throughout the rationale for sales to increase conversion rates. However, the position where a CTA is located is influenced by the type of content created by the proposal being made.

Marketers generally place calls to action immediately after their review or testimonial sections.

It is known that social verification increases credibility and generates a strong identification with a brand. This should be considered in order to lead visitors through the sales funnel.

In the case of emails and blogs, CTAs are placed last since you cannot ask a person who has recently arrived, to consider an offer, buy a product, or request a service.

Get their attention first and then convince them to take the required action.

How do you write a Call To Action?

The first thing to do before writing a CTA is to identify the objective you want to achieve, for example:

Do you want to increase subscriptions?

Do you want to increase sales?

Do you want to lead readers to other content?

When you have determined what you want to achieve, you can think about the best method to achieve it:

  • The most optimal call-to-action phrases are short and use strong verbs, and are directed directly at the user.
  • Words that provoke enthusiasm or emotions should be used.
  • The public should be given some reason why they should take the desired action.
  • Take advantage of people's fear of missing out on a unique opportunity.
  • Numbers should be used whenever possible as people respond well when they see numbers such as discounts, prices, promotions, etc. 
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CTA (Call To Action) Examples

Here are some examples of calls to action that can be seen on a blog:

  • Read more.
  • Join and enjoy.
  • More information.
  • Support our sponsor.
  • Become a member.
  • Share on social networks.

 In a B2B company, call-to-action buttons can include text such as:

  • Start here.
  • Register now.
  • Free trial now.
  • Apply now.
  • I will contact you.

 Whereas on an e-commerce site, calls to action can have a more commercial focus:

  • Add to Cart.
  • Ok, I want it.
  • Get a discount now.
  • Check out.
  • Buy now.
  • Add to the wish list.

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