What is a Call to Action?
A Call to Action (CTA) is a line of text or an image or link on your ad or landing page that urges your customers, visitors and leads to take a particular action on your website. When a website wants to tell you what they want from you at a point in time or what the next step you’re to take is, they do so by using calls to action. They are usually just a few words on a button, the least being a 1-word CTA, but far stronger and more persuasive than a long form copy. As much as the words are few, it would be better if your CTAs provide as much information as possible. Your audience should know what clicking a call to action button would do. For example, if you see a CTA button that says “Book your flights now!” and click it, you should be redirected to the web page where you can actually book your flight. You should also make sure to know the exact messages and phrasings your target market would respond well to.
CTA buttons come in various styles, colours, and sizes, depending on the style of your website and goal conversion. Common examples of calls to action include:
- Sign Up For a Free Trial
- Add to Cart
- Download This Video Now
The end goal of any landing page is the conversion. The entirety of your copy should do nothing but build up to that conversion. Whether the purpose of your landing page is to generate email leads, create customer relationships, increase sales or answer frequently asked questions, the bottom line is, everyone wants more conversions! For visitors to turn to leads to become customers, they have to click on your CTA buttons. In order words, CTA buttons also have the end goal of getting every visitor, customer, lead or promoter that comes on that page clicking away and finalising a conversion.
A call to action is not only limited to e-commerce sites, it is essential for any website, from fashion, to sports, educational to construction, and design, you name it. An effective CTA provides the following
- Focus to your site
- Direction for your users
- A way to measure the success of your site
As unbelievable as it seems, the reason you are not getting visitors turned leads turned customers, might just be because of your CTA. You can’t just lump a few words together on a big blue button, paste it everywhere on your website and expect to get a ton of leads and customers. It’s not that simple. Getting effective calls-to-action that actually work, is a bit more serious than that. You have different audiences looking at your website – customers, leads, promoters, visitors, etc. – and each of them is to do something different from the other. What you should do is to create different types of calls to action, in different formats for different audiences. This doesn’t mean you should go on a CTA creating spree however, you only need the 8 different types outlined below to start up on your website. With time, you might need to upgrade and change them but as a start these are sufficient for every kind of website and every kind of target market.
Take a look at the types of CTAs;