What is call to action?

A call to action serves as an entreaty to engage in a specific desired behaviour, commonly delivered through a concise statement at the conclusion of a message. This prompts prospective clients or customers to understand the recommended course of action to follow next. Incorporated within marketing strategies or political campaigns, businesses and organizations frequently utilize calls to action to elicit prompt responses.

How to create an effective call to action

Use Action Words

Optimal CTAs utilize active verbs to inform viewers of the precise actions they are expected to take next.

Center the Call to Action around a Singular, Defined Task.

Consider something highly specific and effortlessly achievable for your audience. Your CTA must avoid being overly ambitious, like “conquer Mount Everest!” and instead lean towards “subscribe to our Mount Everest newsletter.” It should be concrete and conveniently reachable, akin to taking small, manageable steps. In the advertising realm, these steps could manifest as “discover more” or “read more,” rather than an immediate “purchase this $3000 product or service now.”

Call-to-action (CTA) design and placement

The aim is to encourage clicks on your CTAs, and achieving this involves strategically placing them where visitors are most inclined to take the intended action. The optimal position for maximizing conversions remains a subject of ongoing debate. While it’s commonly asserted that the most effective spot for essential elements is above the fold (the visible area without scrolling), the reality is more nuanced. If visitors are already familiar with your brand and land on your page, they’re likely to directly interact with the top-of-the-page CTA. Conversely, new visitors will typically seek more information before engaging with the CTA, prompting them to scroll down the page.

Personalize your calls-to-action

Going a step beyond, you can implement a real-time personalization approach by leveraging visitor data, which could include their source of arrival, device type, or areas of interest.

Personalize your calls-to-action based on gender

This form of personalization is frequently employed by fashion websites, allowing users to promptly access styles that align with their preferences. As a result, when users land on your homepage, they might encounter image CTAs featuring either a male or female model at the page’s forefront, streamlining their browsing experience.

DON’T generalize your call to action

Apart from ensuring the simplicity of your CTA, it’s equally important to make it as precise as you can. Rather than providing a broad directive to your audience, offer them a comprehensive, detailed outline of the exact actions you desire them to take.

Don’t end your presentation with a ‘thank you’ slide

Let me clarify, having a ‘thank you’ slide isn’t inherently problematic. Nevertheless, if you’re aiming to leave a lasting mark, consider moving beyond the customary ‘thank you’ slide commonly found in most presentations. Envision it like this: after investing considerable time crafting your presentation, spanning from its inception to its closure, you intend to capitalize on that effort and conclude your presentation with a resounding effect. Incorporating a robust CTA as the culmination of your presentation is among the most effective approaches to achieve this.

Call to Action Examples for social media

Utilizing social media represents the most prevalent approach to effectively connect with your target audience, channelling traffic towards your website. Presented below are some useful CTAs that can be employed across your social platforms.

“Join us on Twitter” button: This straightforward CTA serves to enhance your social media following while fostering engagement with your content. Placing the “Join us on Twitter” button on your website or within your email signature entices visitors to establish a connection with you on this widely used platform.

“Give us a thumbs-up on Facebook” button: Comparable to the previous CTA, this one is tailored to Facebook. The “Give us a thumbs-up on Facebook” button can be strategically positioned on your website, blog, or other digital outlets, urging visitors to become enthusiasts of your Facebook page and stay updated on your latest announcements and promotions.

Why is a CTA important?

Implementing a call to action (CTA) can enhance the likelihood of a consumer undertaking a specific task. The utilization of a compelling CTA serves to inspire and direct consumers. Below are additional reasons outlining the significance of a call to action for businesses:

Boosts company revenue: Frequently, businesses leverage CTAs to promote products or services, thereby driving increased sales and subsequently augmenting the company’s revenue.

Broadens customer base: By attracting new users who click on buttons to access landing pages, a business can expand its customer base and tap into a previously untapped audience.

Sustains engagement: The strategic placement of a CTA at the bottom of a webpage or within a social media post can motivate visitors to prolong their interaction with the company, preventing premature exits.

Converts potential leads into customers: The incorporation of a CTA aids in guiding potential customers through the sales funnel, ultimately leading them to make a purchase.