A statement that is intended to garner an immediate response from the person who reads or hears it, a call to action is an integral part of marketing strategy. The goal of a call to action is to encourage a target audience to respond by taking an action. In this article, we will further investigate the call to action, discuss its purpose, and provide examples of calls to action.
A call to action also known as CTA) is a prompt that is used in content that urges a reader, listener or viewer to take some type of action. Typically, a call to action is written as a command. For example, “Sign Up, “Click Here” and “Buy Now” are terms that are often used in a call to action. When used on the Internet, such as on a website’s homepage, a landing page, or a blog post, a hyperlink is embedded in a call to action. Once the person clicks on the action, the hyperlink re-directs the individual to another location where the desired action can be completed. For example, a call to action might lead a person to a shopping cart or a booking page.
A call to action is a vital tool in public relations. It serves as a signpost and lets a user know what he or she should do next. Without a clear call to action, the person might not know what he is supposed to do next in order to make a purchase, sign up for a newsletter, or whatever else it is that you would like them to do. If the person doesn’t know what to do, there’s a good chance that he or she will leave without completing the task you want them to.
In other words, a call to action clarifies to the audience what action they should take, and the steps that they should be taking in order to take those steps. A call to action also helps to reduce friction and confusion when moving a person through the sales funnel.
A call to action is most commonly used in sales. It is used to tell a potential customer what he or she should do next in order to purchase a product or service. The sales process isn’t the only a call to action can be helpful. For example, a call to action can be used for the following purposes:
And so much more!
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Since the point of a call to action is to encourage people to take some type of action, the phrases used in them are action verbs. Some examples of phrases that are commonly used in calls to action include:
Other phrases can also be incorporated in a call to action that add a sense of urgency and encourage people to take immediate action for fear that they will miss out if they don’t. Examples of terms that that can increase the sense of urgency in a call to action include:
Business owners should never assume that their targeted audience will automatically know what to do. If you want to get better results, you are going to want to clearly state what it is that a prospect should do next.
Make sure that that all of your content your home page, your landing pages, your blog posts, - and every piece of printed material or audio contains a very explicit and defined call to action.
Calls to action work the best when they are simple and straightforward. If it makes prospective customers and clients jump through hoops, or makes them confused in any way, the call to action won’t serve its intended purpose. While it is a good idea to include an option, such as “call us” or “email us, avoid giving them too many options or making them confused about what it is that you want them to do.
Lastly, you also want to make sure that you identify an end goal for each call to action. You should also include how one call to action will tie into other parts of your marketing plan or bring prospective clients into your sales funnel. For instance, your call to action may be “sing up for our email list to get a free (insert item)”. Signing up for your email list is your first goal. Once users join your email list, create sales letters that have a clear call to action that tells readers what they should do next; “buy now”, for example.
Here are some things to keep in mind when creating a call to action:
When creating the call to action, make sure to highlight it. Write it in a larger font, in a different type of font than the rest of the text, write it in bold or italics, use a different color, or outline it. Making the call to action appear different than the rest of the content will draw attention to it and prevent it from being lost in the rest of the content.
If you really want to ensure your call to action will yield the results that you are looking for, you want to put some real effort into creating one. While it doesn’t require a great deal of effort to develop an excellent call to action, you do want to put some time and energy into creating it.
Here are some tips that will help you create a great call to action that will get you the results that you are looking for.
Last, but certainly not least, once you create a call to action, you want to make sure that you track your results. In fact, this is so important that it needs to be discussed in its own section. A standard A/B test is an excellent way to find out which calls to action are getting the most clicks, and which calls to action are big duds.
To conduct an A/B test, use the following formula:
Number of clicks / number of impressions
It’s a very simple formula and it will allow you to get a better idea of which CTAs are working for you and which ones you need to get rid of. It will also give you a better idea of how you can improve your calls to action for future endeavors so that you can get better results.