CTA (call to action) is a message aimed at the users browsing our website, designed to get them to complete an action. That action might be a purchase, a download or simply watching a video.
A call to action is therefore meant to get an immediate response from the visitor. Often the goal is a direct purchase, which is why users are so frequently asked to provide their personal details (useful to the company for its business planning).
Why use a call to action
The CTA has always been important in marketing precisely because it is an explicit, unfiltered message that, more often than not, helps users get to and find what they are looking for.
That is exactly what an effective CTA is built on. Users browsing your website should have a clear idea, with no ifs or buts, of what they are doing and where they are going.
CTAs are very often placed on landing pages, where users are guided toward the final action.
How to create a CTA
A CTA usually takes the form of a colored button with an inviting phrase such as “buy now”, “download here” or “watch this video”.
You could also use anchor text, although a graphic element statistically drives more conversions. But there is more. To build a well-crafted CTA, you first need to set it apart from everything else on the page, so visitors notice it and do not confuse it with other elements.
Color is another key, almost symbolic, factor. It should convey trust, catching the user’s eye and drawing them in. Just as important, the call to action must be optimized for mobile, which is now used more than desktop computers.
Of course, do not overdo the size. A bigger CTA does not automatically mean better results, so go for a medium size.
More tips to optimize it
As we have seen, focusing on the visual design is definitely a winning move, but it is not everything. There are other aspects to consider. First of all, ask yourself one essential question: “What do I want to communicate?” Once you have the answer, it is time to act and create a clear, precise, direct and effective call to action.
That is why CTAs always use the imperative, speaking directly to the reader with no beating around the bush.
But that is just the standard rule. What should make a CTA unique is a personalized, original message. That is the only way to stand out from the crowd.