Call To Action: what is it?
When we talk about Call To Action (or CTA) we mean an action in which we try to push the user to complete a certain operation, such as subscribing to a newsletter, filling out a form or finalizing a purchase.
In most cases, it appears as a clickable button, link or image that refers to another web page.
The call to action can be inserted within the pages of a website, in advertisements or within individual marketing tools such as e-mails, sms and videos with the intent of targeting the user. to make the desired conversion.
Why is Call To Action important?
The CTA represents a valid opportunity to attract the user and make him loyal to our products / services, very often offering him exclusive advantages. Inserting a call to action on a Facebook page or email can result in a significant increase in the click rate and conversion rate.
Within content marketing it is therefore a fundamental element since it allows you to capture the reader's attention to guide him to carry out an activity that represents a double benefit both for the reader and for the company.
In the event that the action required of the user is to release their data to be contacted, it is important to manage the contact as quickly as possible to avoid a drop in the response rate.
Tips for writing an effective Call To Action
To be effective, a CTA must have certain characteristics:
- Immediacy: A valid Call To Action must be concise, clear and impactful. This means that it must explain in a simple way the action that the user wants to perform, sometimes going to specify in a few words the benefit that could be obtained. An example of a call to action is "Click here to download the free ebook". It is a good idea to A / B between different copy combinations to understand which of these perform best with your target audience.
- Visibility: it must be in an easily identifiable part of the page. In this way the user can easily find it having to scroll excessively. At the top right of this page you can find a concrete example of Call To Action positioned correctly within our site, where the button has been positioned to be easily visible to the user while browsing. An important aspect to check is that the design of the CTA is responsive, that is, optimized and automatically resized according to the resolution of the device, so that it can be easily viewed even on mobile.
- Consistency: a Call To Action must be in line with the context in which it is positioned but above all with the contents of the landing page to which it refers. The same logic must be applied to its layout in terms of colors, font and font used. However, it is advisable to use an eye-catching color palette, such as red, orange and yellow, trying to make it stand out as much as possible.
- Adaptability: it must be designed and built on the basis of the objective to be achieved. For example, if your target is made up of new potential customers, it might be useful to offer them a free content or trial to let them know better the product / service offered in terms of brand awareness. If, on the other hand, the goal is lead generation, or the collection of potentially interested contacts, the CTA has the main objective of converting visitors into leads, therefore it is advisable to insert it in the form of a clickable button.
E-Business Consulting can help you create an effective Call To Action according to your target and your business objectives. Contact us!