When to create a call to action
A call to action is created for a variety of reasons. They are often created to get a user to click on something, but they can also encourage the user to fill out a form. A CTA can include getting the user to:
- Sign up for an email newsletter
- Download an eBook
- Sign up for an online course or webinar
- Follow a page on social media
- Place an order
- Learn more about a product or service
- Contact the business directly by phone
In some cases, multiple CTAs can be used on the same page, which is often the case if the business would like to obtain personal information, like an email address, in addition to encouraging a download, like an eBook.
No matter why a specific call to action is being used, they are all designed to make it obvious to a user what they are supposed to do next. They can increase conversions and ultimately sales because users don’t have to search for a contact or product page in order to take the next step in the sales funnel
How to create a good Call to Action
Creating a good call to action involves more than just including a button that says “Click Here.” There are multiple things that increase engagement and encourage people to click or provide their personal information.
Clarity is important when creating a CTA. Make it obvious what the user is supposed to do next and keep it simple. Short, actionable phrases with simple verbs are easier to understand than lengthy, complicated sentences.
An eye-catching design can help increase engagement by making the call to action stick out from other content on the page. A clear value proposition is also important. When the user know exactly what they’ll get in return for completing the requested action, they are more likely to do what the CTA is telling them to do.
The importance of tracking results
Not all CTAs are effective. Just like other marketing strategies, like search engine optimization and email marketing, it is important to track results. Track how many visitors are taking the next step in your sales process. If there aren’t many people clicking on the CTA, consider trying a different one.
A/B testing is also an option when creating a call to action. It involves creating two separate CTAs and seeing which one is more effective. For example, try a CTA that encourages users to “Subscribe Now” and another that says “Get your free report now.” You can then compare which one is more successful and use that one on the website.