Call to action - learn the secrets of an effective call to action

Consumers are inundated with hundreds of marketing messages every day. At every turn, someone promises them a solution to all their problems. What is the result? Recipients do not know what to do next, what decisions to make. And a frustrated and confused recipient is much less likely to become a paying customer. Is there a way out of this impasse? Yes. It is a clear call to action, also known as a CTA. Read on to find out how using the right CTA will help create a better user experience, keep users engaged and increase business profits.

What is a call to action?

Call to action (CTA), i.e. A call to action is a strategy in digital marketing that aims to get website visitors to take a desired action by the business. This action does not necessarily have to be the purchase of a product. It could be, for example, subscribing to a newsletter or signing up for a webinar. A CTA is a short piece of content, usually in the form of a button or other active link, which encourages recipients to click on it. 

It may seem that the CTA button is a trifle, and you will ask after reading the definition above: "Is that all it is?". However, call to action is of paramount importance in marketing activities. It is a necessary part of every advertising campaign, mailing and website. On the latter, it often appears in the form of a pop-up, a banner or simply a button.

Where is the CTA placed and what is its purpose?

As you have read, call to action is most often a feature of websites and campaigns. However, these are not all the places where you should use a call to action. You can use a well-tailored CTA to increase the effectiveness of your social media posts and meta descriptions.

A CTA button can have different purposes, the most popular being to encourage:

• purchase of a product / use of a service

• subscribing to the newsletter

• to familiarise yourself with the company's offer

• downloading/creating a price list

• sign up for a webinar/course/training course

• downloading a file, e.g. an e-book

• filling in the questionnaire

• contact the company; make an enquiry

Why is an effective CTA so important?

The power of a call to action is greater than you may think. Don't count on recipients to simply do what you expect them to do. They need a clear indication of the desired action and an incentive. Without a call to action, they are unlikely to understand your intentions or have trouble making up their minds. Even if you think your website is clear, for example, don't abandon the CTA. Calls act as signposts, without which site visitors will get lost on the customer path. Without a clear call to action, a user may not know the next steps to take to buy a product or subscribe to a newsletter. And then he or she is likely to leave the site without taking an action and thus not move down the sales funnel.

How to create an effective call to action? 5 basic principles

You already know what a call to action is, where to place it and why. Now it's time to learn 5 principles that will help you create an effective CTA.

Design a simple and specific message

A good CTA is a simple CTA. Don't complicate the message unnecessarily! The recipient must be in no doubt as to what action to take. Nor should he feel uncertainty about what will happen when he presses a button. Just 'click here' or 'move on' are too mysterious messages. While they may intrigue according to some, on the other hand, they do not inspire trust. For this reason, in CTAs it is better to give the recipient an unambiguous answer as to what awaits them when they click.

In summary, by creating a CTA, follow the KISS principle (Keep It Simple Stupid) and don't force the reader to think about what they have just read.

Start the CTA with a verb in the imperative mode

In a call to action, it all comes down to a clear and concise message. It is important to get straight to the point. Let your audience know exactly what you want them to do. Don't waste time and space - start the CTA with the desired action.

Do you run an online shop? Start your call to action with words such as 'add to cart', 'buy' or 'order'.

You promote newsletter Or an e-book? Start your call to action with words such as 'download' or 'subscribe'.

Want site visitors to ask for more information? Try starting with "fill in the form..." or "find out how to...".

Create a sense of urgency

Take advantage of FOMO, or the fear of missing out on something, which is an extremely effective motivator. When visitors see that they are missing out on an opportunity that may not happen again, they will be quicker to make a decision and click the CTA button. One of the most effective and common uses of FOMO in CTAs is to mention a sale or promotion the company is running that won't last forever.

Highlight the benefits

Pointing out the clear benefit the user will get from taking an action is an effective way to encourage them to click. In the simplest terms, you need to answer the recipient's question "what will I get out of this?". This ties in strongly with the USP, or unique selling proposition of your company. A combination of USP and CTA is a great way to increase click-through rates.

Make the CTA stand out from other page elements

The call to action should be a combination of persuasive language and distinctive design. Let the CTA be at the top of the screen so that the recipient does not have to scroll the page to reach it. It should be the most noticeable element on the site, so use a larger font size than for the rest of the content. Also use energetic and contrasting colours. Highlight the call to action, catch your audience's eye and you will be closer to success.

Add a CTA and watch the conversion rate increase!

A call to action is a marketing tool that companies use for a variety of reasons. Among other things, it helps to acquire leads, close sales and convert website visitors into paying customers. With these principles in mind, you too can create an effective CTA to achieve your marketing goals. But don't rest on your laurels! As with all activities, monitor results and test different options to find the call to action that best resonates with your target audience.