A Call to Action or CTA (also called a call to action) can be defined as a button or link located on our site that seeks to attract potential customers and convert them into final customers, usually through a form on a landing page or landing page.
A CTA is the link between the regular content that the user consumes and a page (landing page) with a more interesting offer for our user, which is relevant and interesting enough to persuade him to complete our form.
Why Use A Call to Action?
The Call to Action is an essential element when what we seek is to make the user connect with us .
It is very important to segment our target audience well and know it in depth to choose the best Call to Action based on our objectives.
How should the perfect Call to Action be?
It is convenient to follow a series of tips so that your CTAs end up being attractive to your audience and you can significantly increase your click-through rate:
• Focus well on who you are targeting : The more you segment, the more effective it will have and therefore the greater attraction, which translates into a greater conversion.
• Look for a good copy : A Call to Action is useless if the offer you want to make in it is not very clear or if the design prevails over the copy, releasing it to a second place.
• Choose a good location for the CTA : You have to put it where the eyes of our user go to get their attention: top left (following the western reading), at the end of an article, top in the central part of the web, etc.
• Use numbers : The numbers show the user exactly what they are going to get (for example, a discounted price on the previous price).
• Create a good design according to your style guide : However, it is important that they maintain visual coherence with the rest of the page, since it is a way to make them inherent to your brand and easily recognizable.
The goal of a call to action
The main objective of a call to action is to get and convince a user to do something (anything).
• Subscribe to a Newsletter.
• I sent an email.
• See a specific content.
• Make a purchase.
• Click somewhere.
Where to put the call to action?
If you wonder where to put the call to action, you have to know that there is no exact place to put it, since it will depend on the objective you have.
In addition, there will usually be several types of calls to action within a website.
Next we are going to see some examples.
Header of your website
The header of the web is the most visible part of your website and including a call to action there is always a good idea, especially if your objective is to subscribe to a Newsletter.
Integrated in the body of the web
A simple section created as a Call To Action in the middle or end of a page can make sense if throughout the page we are trying to convince the user to take an action.
For example, if we are selling a service and our page is not very long, we can put the call to action so that they contract the service at the end, after giving the pertinent information and arguing why they should contract it.
In the sidebar
The calls to action in the sidebar will be seen by the majority of passive users who come to our blog but are not our direct fans, but rather who are looking for information within our website.
It can be smart to think of that call to action for those passive blog users and grab their attention to turn them into fans.
You can also put those actions that are secondary on our website, for example, that they sign up or see an event that does not belong directly to us but we want visibility.
These calls to action coexist with the other elements of the sidebar such as advertisements, menus, featured posts etc … and if we want them to stand out we will have to offer something that the user wants, give a gift or make it very attractive.
Importance of call to action
Calls to action are currently used in any communication process in which it is intended to promote a certain response. It is advisable to use them. The following advantages are highlighted:
• They promote interest and desire to develop a certain action.
• They create a sense of urgency towards the user to encourage him to develop
what is being asked of him in the minimum time required.
• Sales increase.
The most important thing when making a Call to Action is to test and experiment with various sketches, ask your users for feedback, and see which call to action works best, to finally implement it.