Call to Action

What is a Call-To-Action (CTA)?

A Call to Action or "CTA" is a specially constructed statement aimed at prompting a website visitor to perform a specific action. Calls to action are most commonly used as a conversion optimization technique in internet marketing. They are used to get someone to "convert" from a visitor to a desired classification based on the action performed. Such actions are, for example, clicking on an ad, purchasing a product or contacting a service.

The 3 Main elements of the CTA's

Calls to action usually include a time-related statement, as well as the actionthat the advertiser wants from the person, and generally the benefitthat can be achieved as a result. As an example, an advertiser who sells a product on an E-commerce-website, initiate a specific sale and enter this information into a database created by the Search Engine insert a sponsored ad. The advertiser then explains in the ad that there is only "25% of the sale today. Click here now!".

The ad contained all three elements. The desired action was for the person to click on the webpage. The benefit for the person was to save 25%, and there were two time-related statements (one stating that the discount was only good for today and the other the use of "now"). Although the ad contained both a promotion, a benefit, and two time-related statements, the actual CTA was "Click here now to save."

The ad "calls the person to action" by stating what they should do ("click here"), the benefit of doing it ("to save money, time, etc.") and when they should do it ("now").

Calls to action that give people a sense of urgency

The benefits in a CTA can be either positive or negative in the description, but either way they represent a benefit to the user. If an advertiser wants people to sign a petition banning something, they portray what they want to ban as negative. The user would see a benefit to banning that thing. Negative benefits are just as effective as positive ones, and can be even more so if the user has a personal incentive to engage.

Time statements can vary in form, but often use terms that prompt the user to take immediate action. Such timings are specifically designed to do this, as the user is more likely to take action when reading the benefits summary, as they are actively thinking about the benefits to them. Such "strike while the iron is hot" actions lead to excellent results and make urgent calls-to-action the most commonly used and successful type of CTA's.

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FAQ

What is a Call to Action?

A call-to-action (CTA) is a word, phrase, or image that prompts users to perform a specific action, such as subscribing to a newsletter or purchasing a product. The call-to-action is an important element in online marketing, as it allows users to perform a specific action and thus increase the conversion rate.

Why should I use a call-to-action?

The call-to-action is an important part of conversion rate optimization. By using a call-to-action, businesses can encourage users to complete a specific action, such as subscribing to a newsletter or purchasing a product. This allows companies to increase their conversion rate and thus generate more revenue.

How should a call to action be worded?

A call-to-action should be clear, unambiguous and direct. It is important that the call-to-action is understandable and clearly conveys what action the user should perform. In addition, calls-to-action should also be worded in a compelling and engaging way to encourage users to perform the intended action.

Where should a call-to-action be placed?

A call-to-action should be placed in a visible position on the page so that it is immediately noticed by users. The call-to-action should also be easily accessible so that users can find and execute it without difficulty.

What color should I use for my call-to-action?

The color used for the call-to-action should match the color schemes of the rest of the page so that the call-to-action stands out visually. In addition, the color should be chosen so that it is easily recognizable.

What words should I use in my call-to-action?

To make a call-to-action effective, you should use strong action words that encourage the user to perform the desired action. For example, words like "now", "buy", "subscribe" or "register" can be used.

Should I use multiple calls-to-action on one page?

As a rule, it is not advisable to use multiple calls-to-action on a page, as this can confuse and discourage users. It is better to use a single call-to-action that forcefully prompts the user to perform the desired action.

How can I increase my conversion rate?

There are many ways to increase the conversion rate. First of all, you should adapt the call-to-action to the target group and place it in a visible place. It is also important that the call-to-action is clear and understandable. Furthermore, you should respond to the user's needs and enable them to achieve their goals.

What other elements should I implement besides the call-to-action?

To increase the conversion rate and encourage users to perform the action, you should implement other elements besides the call-to-action. These include suitable images, videos, or other visual content that draws attention to the call-to-action. In addition, social proof such as customer reviews and customer testimonials should be included.

How can I make sure my call-to-action is successful?

To ensure that the call-to-action is successful, companies should first define the target audience and tailor the message or call-to-action to their needs. In addition, the call-to-action should be placed in a visible location and be easily accessible. Choosing the right color and words is also crucial to encourage the user to take action. In addition, companies should use testing and analytics tools to measure and improve the success of the call-to-action.