What is a Call to Action?
The Call to Action, also known as the “CTA” or “call-to-action,” directs your targeted audience, whether it consists of product users/customers, website visitors, or email recipients, to take an action of some kind. That action will vary depending on your marketing goals and the kind of campaign you are running (digital, email, etc). No matter what your Call to Action is, the ultimate goal of a CTA is to generate leads and eventually convert those leads into customers.
The Importance of the Call to Action
According to marketing guru and columnist for Marketing Land, Jeremy Smith, “There’s no such thing as a successful marketing campaign unless there is a successful CTA.”
So, why are CTAs so important? The short answer is, the Call-to-Action is how you get site visitors or recipients of your marketing emails to convert into leads. According to Business Matters, “It is estimated that 90 percent of people who look at your website will read your CTAs, and if they are embedded in your text then your conversion rate will increase by over 120 percent.”
So, a CTA is essential for lead generation, which is necessary for customer conversions, which is how a company generates revenue. In other words, CTAs are necessary for making money.
Types of CTAs
According to Marketing Land, these are some of the most common types of CTAs you’ll see in marketing campaigns:
- “Buy Now” or any type of “Add to Shopping Cart” button
- “Contact Us” forms
- “Get in Touch” buttons
- Blog and newsletter subscription signups
- “Read More” buttons
- “Learn More” buttons
- Social media share buttons/widgets
- “Help” buttons
- “Online Chat” buttons
- “Call Us” buttons
- Download a pdf or infographic.
CTAs are typically buttons with copy prompting the reader to take an action. CTAs can be displayed as plain text. This is a common tactic for CTAs in email campaigns.
Since the call-to-action is meant to entice the end user to take a certain action, the language of the CTA must be persuasive and eye catching.
Here are a few questions to keep in mind when crafting content for your CTA:
- Is it clear and to the point? (Three word CTAs are a great way to achieve this.)
- Is the copy persuasive or create a sense of urgency?
- Does it show the value for the user for taking the action?
When it comes to using CTAs, placement matters. A well-placed CTA can increase a company’s revenue by 83%.
Frequency is also important. The more CTAs you have on your site, the better your chances of getting the end user to convert into a lead. You’ll want to place a CTA on every page of your company website as well as on any blog or newsletter pages.
You will also want to make sure your CTAs are prominently displayed so they are easy for site visitors to see. According to Marketing Land, “multiple eye-tracking studies have shown that website users scan pages in an F shape.” This means that they start looking at a webpage in the upper-left corner and move across the page horizontally, then look (and/or scrolls) vertically down the left. So, a good rule of thumb is to place your CTAs “in headers, side-panels and at the end of the page.” You will also want to think about putting any CTAs above the fold.
Here are some other popular places to display your CTAs:
- Pop-ups and slide-ins (This is a great place for “Online Chat” or “Help” CTAs.)
- Product pages (This is the perfect place for “Buy Now” CTAs.)
- Blog posts (This is the ideal place for “Subscribe Now” or “Signup Now” CTAs.)
- Marketing email campaigns (This is a great place for text CTAs that direct the recipient to a landing page where they can fill out a form.)
- Company social media pages.
Other CTA Considerations
A couple other items to take into consideration when using CTAs are size and color.
When it comes to size, you want to make sure your CTA is easy to find and will show up nice and clear on a cell phone or tablet. With so many people surfing the web on their phones and iPads these days, it is important to make sure your CTAs are mobile friendly.
CTA button color can be tricky and may require some testing to see which colors attract more clicks. One thing you need to make sure of though is that your CTA button stands out from the rest of the page.
How EmoryDay Can Improve Your Lead Generation with Strong CTAs
The EmoryDay team can create strong CTAs for all of your marketing campaigns guaranteed to improve your lead generation efforts. Whether you need CTAs for your website, landing pages, email campaigns, or all of the above, we can help. Our amazing team of expert marketing specialists have the skills and experience necessary to create CTAs for your marketing efforts that will get results. Let EmoryDay create awesome CTAs for your business!