Call to action (CTA)

CTA stands for Call to Action and is any type of call to action, such as a button or link placed on our website or in an email marketing campaign, which aims to convert a prospect into a customer.

Generally, CTAs take the potential customer to a landing page where you can offer relevant content or information to try to convince leads to act, that is, to register, purchase from you, etc. It is very common to ask for the customer’s email address so that we can send mass mailing campaigns and build customer loyalty.

1. The ideal call to action

To create a CTA that converts, you need to take into account different aspects that will lead your target audience through the sales funnel you have created. To create an effective call to action, you can follow these tips:

– Define the target audience: you must segment and focus your efforts on reaching your target audience; the more you segment, the more effectiveness and conversion you will get.

– Smart design: create visual call-to-action elements that can be used in different parts of the site (especially banners of different formats) and that all maintain coherence with your brand (images, typography and colors).

– Work on your copywriting skills: work on the message you want to convey and make sure it is easy for the customer/user to understand.

– Choose the right place: the CTA should be located in an area of the site that is highly visible to the user: in the top left-hand corner, in the middle of an article, etc.

– Use numbers: the use of numbers easily shows the user what they will receive when they click on the CTA, for example, a direct discount or a premium access period.

Getting a call to action that works isn’t easy, so you need to experiment and test until you find the ones that work best for you and implement them. When a CTA loses its effectiveness, you need to experiment again to find replacements that convert.

2. Objectives of the call to action

The goal of any CTA is to convince users to act. If you’re not very clear about the objective or the advantages you can get from a CTA, here are some of the most common ones:

– Capture emails: You can offer a newsletter to build loyalty and convert them into customers, passing them through a sales funnel because they have shown explicit interest in our company and/or products.

– Improve the results of your SEO strategy. It allows you to bring traffic to an area of our website or blog article to improve onpage SEO.

– Direct users to a landing page: this is widely used to shorten the path of the sales funnel and convert the visitor into a customer more quickly.

– Growth on social media: these are vital for sharing content on social media, receiving likes and comments, as well as increasing the number of followers.

– Offer downloads: offer exclusive downloadable content, not only to build loyalty, but also to keep yourself present in users’ minds and become a reference. For example: podcasts, e-books, templates, whitepapers, etc.

– Access to events: a very common use of CTAs is to attract people to webinars and online events.

– Surveys: with the right incentive, you can collect comments and feedback from your target audience and make commercial decisions based on this information.

– Video marketing: video content has high acceptance and is a proven digital marketing strategy used for branding, among other things.