The marketing landscape is diverse and complex, but only a few techniques have significantly shaped how marketing communications are implemented. Among these influential strategies is the call-to-action (CTA).
A CTA is an essential element on any webpage, typically appearing as a link or button. It guides users by clearly suggesting the next steps they should take.
In this article, we will clearly define the call-to-action while emphasizing why it is so important, and reveal some of the best strategies.
What Is a Call-to-Action (CTA)?
A call-to-action (CTA) is a marketing term for a link, button, or another piece of content that encourages visitors to take a specific action.
Calls-to-action support a company’s goal of turning a reader or visitor into a sales lead. Depending on the objective of the content, calls-to-action can encourage users to take a wide range of actions.
A CTA could be equated to a discount poster in a shop, which clearly tells you that if you buy three or more items you get a better price. Similarly, following a link or creating an account are actions that a CTA may promote in exchange for something valuable to the users.
Evidently, calls-to-action can come in different forms, whether it be a link, a button, or something else entirely, but their main purpose is to promote a certain action.
Key Takeaways
A call-to-action can be any piece of content but is most commonly found in the form of an action button or hyperlink on a website;
The best calls-to-action are short and direct, which helps users make a decision quickly, without any decision fatigue;
The overall design of a website also plays an important role in the number of users who follow through a call-to-action.
Types of Call-to-Action (CTA)
Any button or hyperlink that directs your audience to the next step in your sales funnel is a CTA. Some businesses may even opt to place several CTAs on one page.
Depending on where the customer is in the sales funnel, there are hard and soft calls-to-action. A softer, more indirect call-to-action, could be for a customer to simply learn about a new brand or product, which might pique their interest in finding out more. Other, straightforward calls-to-action may use phrases like ‘buy now’, ‘register now’, ‘get started’, etc.
Online marketing communications often have a character limit, so creating concise and effective calls-to-action is not only more persuasive but also necessary. For example, if the action you are trying to facilitate is users purchasing an e-book, begin your call-to-action with the verb “buy,” then add the adverb “now,” or the subject “e-book,” itself.
Why are CTAs Important?
Calls-to-action are imperative in moving users forward in the sales funnel. Let’s see why a well-optimized CTA can make all the difference.
1. Drive progress in the sales funnel
CTAs are crucial for advancing users through the sales funnel, especially in the competitive digital marketing landscape where clarity and brevity are key. A well-crafted CTA can be the deciding factor between securing a sale and losing a potential customer.
2. Reduce decision fatigue
Daily decision-making can be tedious and stressful, even with seemingly simple choices like selecting a route home from work. When faced with a decision about a product or service, a straightforward CTA can simplify this process for users, making it easier for them to decide.
3. Streamline user experience
An effective CTA provides potential customers with clear directions on what steps to take next. By using direct and unambiguous language, CTAs help eliminate confusion, guiding users efficiently toward a desired action or outcome. This clarity enhances the overall user experience by reducing the cognitive load and facilitating smooth navigation.
CTAs Should be Adapted to the Users
The words you use in your call-to-action directly affect whether someone will click and continue. Having a working stand-in is insufficient, you also need clear wording that links to a benefit the customer is going to get.
The words used in the CTA should be appropriate for the stage of the sales funnel that the users are currently at.
Users at different stages of the sales funnel will differ in their willingness to commit and purchase your product or service, which is why the wording in your CTA should be adapted too.
For example, a CTA for users at the top of the sales funnel might say, “Learn More,” inviting them to gather more information without a high commitment. As users move further down the funnel, the CTA could shift to “Sign Up for a Free Trial,” which suggests a deeper engagement. For those at the bottom of the funnel, ready to purchase, the CTA could be more direct, such as “Buy Now to Save 20%,” clearly stating the action to take and the immediate benefit they will receive.
What Are The Best Strategies For Optimizing CTAs?
Whatever call-to-action strategy you opt for, it will have several components to it. Some of them need to be adapted before they can be applied to your specific website or social media.
Here are the most important practices to have in mind when picking and tweaking your CTA strategy.
1. Design is key
It’s important to take into account more than just the button itself to create an effective CTA design. It’s also crucial to take into account factors like the colors in the background, the placement, proportions, and colors of surrounding images, and text.
By strategically placing your CTA button or hyperlink in a place that is not overwhelmed with other elements, you can draw greater attention to it and maximize your marketing efforts.
2. Get creative
Although the pressure is on and you want your CTA to perform as well as it can, using cliché expressions like ‘buy now’ may not motivate the users as much as you would like.
Instead, you may do well in choosing phrases that are more conversational. This is especially true on social media, where even though it’s meant to be transactional, the best CTA copywriting tends to be conversational in tone.
3. Utilize urgency and scarcity
Creating a sense of urgency or scarcity can significantly boost the effectiveness of your CTAs. By conveying that an offer is limited in time or availability, you prompt users to act quickly to take advantage of the opportunity.
For example, a CTA like “Offer ends in 2 hours! Shop now!” can compel users to make a purchase decision sooner rather than later.
4. Offer value in your CTA
Make sure your CTA explicitly states the value that the user will gain by clicking. This strategy ensures that users know exactly what to expect and why it’s beneficial for them. For example, a CTA like “Download Your Free Guide to Healthy Eating” clearly communicates what users will receive in exchange for their click, adding immediate value to their experience.
5. Test and optimize
Continuously testing different versions of your CTAs can uncover what works best with your audience. A/B testing different phrases, designs, and placements can provide actionable insights into the preferences and behaviors of your users.
For example, you might test two different CTA buttons, “Get started for free” versus “Join us today,” to see which generates more conversions. This approach allows you to refine your strategies based on real data.
Additional Tips & Tricks
- You can include more than one action button on your website. A CTA button on every few scrolls can have a higher chance of getting clicks than a single action button at the bottom of the page;
- Get to know your target audience before you try to sell to them. It is much easier to adapt your marketing campaign and create a strong CTA when you have a good understanding of your average visitor or follower on social media;
- Emphasize the benefits users will gain by completing specific actions. The most effective action buttons are focused on the benefits.
The bottom Line
A call-to-action is a marketing term used to describe a key turning point in marketing communication, where the visitor is faced with an offer that they can accept or refuse. To motivate users to accept offers, different strategies, designs, and conversational tones are applied.
From this article, you have learned strategies for creating calls-to-action and you have got a few tips & tricks in your pocket. With all this knowledge you are free to start using a CTA button or similar piece of content to convert more clients for your company or buyers for your product.
Call-to-Action FAQs
The phrases “Buy now,” “Subscribe,” “Sign Up,” and “Learn More” are frequent examples of CTAs you can see on websites, landing pages, and advertisements. Some websites may include more vague CTAs such as “About us” and “Find out how”.
A statement that is intended to elicit an immediate response from the person reading or hearing it is known as a call-to-action. Action verbs are some of the most commonly used in calls-to-action.
A CTA strategy is a technique used in digital marketing to persuade website users to make a specific decision or take a specific action. These often include making a purchase or signing up for a subscription.
The call-to-action could be described as one of the most important parts of a website. Links and action buttons serve as directions, instructing users on what to do next. Users could find it difficult to understand how to purchase a product or join up for a service without clear CTAs.
