What is a call to action ?
The call to action , also known as CTA or call to action, is a phrase or set of words that seeks to provoke a reaction from our potential customers to a specific proposal of the brand or company.
Being clear about what the CTA is is important to later design it in the most appropriate way for our clients and for our business.
What an online CTA normally proposes is to induce our readers or web visitors to perform certain acts, such as:
In this case, it is about including a CTA on a product page (ecommerce) that encourages the potential customer to complete the purchase process in which they are immersed.
- to subscribe
Here we seek to increase the number of subscribers to our blog or to our business newsletter to get a greater number of prospects to transform into leads.
We are interested in people accessing us through the contact form, expressing their needs and leaving us their data for further action.
We want to get our audience to download the info-product, online application or mobile app (free or paid) that we are offering through one click.
These are some examples of the actions that we seek to motivate and that will be fully aligned with the corporate objectives that we have set in advance in our strategy.
The most effective calls to action are those that clearly show through content marketing their intention to improve the user experience and in no case hinder it.
Readers want to be informed, entertained or learn and do not look for someone to tell them “click” because I send / suggest.
Checklist for Call to Action
In this checklist we are going to see 5 key points in the design of a digital marketing CTA :
- Situation on the page.
- Value proposal.
- Relevance in context.
- Keyword matching.
- A / B test results.
A badly placed CTA can interrupt the reading process and this is a very high price that content marketers are very clear about not wanting to pay.
The CTA must be mimicked and adapted to the text in which it is incorporated.
At this point it is important to note that the same text can include several calls to action and each of them should naturally lead to conversion from their different positions.
The copy of our call to action should convey to the reader the value of the conversion.
To achieve this, it is advisable to avoid generic messages such as: “click here for more information.”
In this way, we will transmit to the reader with total transparency the final benefit that you will receive in exchange for taking the action we ask you to do.
It goes without saying that the call to action we promise to our readers will be faithfully delivered and we won’t use hook CTAs to lead to landing pages that don’t deliver the value we’ve promised.
Testing is essential to optimize a call to action and its relevance, as we have seen in this article, it ranges from the location on the page to the choice of keywords.
With the different A / B tests we will seek to identify the version of the copy that gives us the best performance.
The professionals in charge of the content marketing of a company can help each other and take as a reference, the conversion rates of the texts written in paid ads.