As a seasoned marketer or business owner, you know that a call to action (CTA) is an essential part of any marketing strategy because it can help guide your audience toward taking a desired action. You know that not having a clear, compelling CTA can have a detrimental effect on your business, from losing leads to plummeting profits. And you also understand how frustrating it is to aimlessly scroll through a website or social media page, unsure of what to do next.
In this blog, we’ll discuss why a call to action is a critical part of your marketing strategy. We’ll also cover different types of CTAs, common mistakes to avoid when formulating a CTA in digital marketing, and more.
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What is a Call to Action?
You probably already know what a call to action is, but just in case, here’s a quick recap. A CTA is a marketing term that refers to a prompt that encourages your audience to take a specific action. This action could be anything from signing up for a newsletter, subscribing to a service, or making a purchase.
A call to action can be in the form of a button, link, image, or text. They are placed strategically on a webpage or social media platform to encourage users to take the desired action. We use them in various stages of the sales funnel, from the top of the funnel to the bottom of the funnel.
CTAs aren’t limited to digital marketing (although that’s where they’re used most); you can use them in print ads, billboards, and tv commercials.
The Importance of Call to Actions
A call to action is an essential component of any marketing strategy. They help to guide your audience towards taking the desired action, whether it’s signing up for a newsletter, subscribing to a service, or making a purchase. Without a clear and compelling CTA, your audience may be left wandering aimlessly on your website or social media page, unsure of what to do next.
They help to increase conversions and drive sales. A well-formulated CTA can entice your audience to act. They can also help to improve the user experience by guiding users toward the next step in the sales funnel.
An effective call to action can also help to build brand awareness and loyalty. A CTA may encourage engagement with your brand. This can lead to increased brand recognition and loyalty over time.
Types of Call to Actions
There are various calls to action that you can use in your marketing campaigns. Some of the most common types of CTAs include:
Text CTAs are the most common. They are usually placed at the end of an article, blog post, or landing page. The aim of these is to entice a specific action, like signing up for a newsletter or subscribing to a service.
Button CTAs are another type of call to action that’s often used. They are usually placed prominently on a webpage or landing page. Button CTAs are a good way to get your audience to make a purchase or sign up for a free trial.
Image CTAs are less common, but they can be effective when used correctly. You can use them if you’d like your audience to download an e-book or subscribe to a service that you offer. Just make sure that it’s placed somewhere where it’s most likely to be seen.
Then there are pop-up CTAs. They are usually triggered by a user’s behavior, such as scrolling down a webpage or spending a certain amount of time on a page. Pop-up CTAs can be effective in certain situations, like if you’re offering a discount or free trial.
How to Create a Killer Call to Action
Creating a killer call to action requires careful planning and execution. Here are some tips for crafting effective CTAs that convert:
The placement of your CTA is important. It should be placed prominently on your webpage or landing page, where it is easily visible and accessible. The placement will depend on the type of action you want your audience to take.
Your design should be visually appealing and stand out on the page. The color, size, and shape of your CTA all impact its effectiveness. A/B testing can help you determine which design elements work best for your audience.
The copy of your CTA is perhaps the most important element. It should be clear, concise, and compelling. It should also be action-oriented and use strong verbs. A/B testing can help you determine which copy works best for your audience.
Measuring Call to Action Success
Measuring the success of your CTA is essential. It can help you determine which CTAs are most effective and which need improvement. Here are some metrics to consider when measuring the success of your CTA:
Click-through rate (CTR)
The click-through rate (CTR) measures the percentage of users who click on your call to action. A high CTR is a good sign and usually means you’re achieving your desired outcome.
To measure the percentage of users who complete the desired action after clicking on your CTA, you should look at your conversion rate. If you’ve got a good call to action, you’ll see lots of conversions. The higher your conversion rate, the higher your sales or conversions.
The bounce rate measures the percentage of users who leave your website or landing page without taking any action. A high bounce rate indicates that your call to action may not be effective as you’d like, and may need some tweaks.
Common Mistakes to Avoid
It may seem simple, but crafting a really good CTA can be a little tricky sometimes. But luckily we’ve been there, and done that. We’ve found that steering clear of a few things builds a solid foundation for success.
Avoid these common mistakes at all costs:
Vague or Unclear Copy
Your copy should be clear and concise. It should clearly state what you want your audience to do. Fail to do that and you’re bound to confuse them and have a low conversion rate.
Too Many CTAs
Having too many CTAs on a page can be overwhelming. It can also dilute their effectiveness. One or two per page is the sweet spot to encourage focus and engagement.
Your design is important. If your CTA is visually unappealing you’re risking a low conversion rate. Make it look pretty! Simple.
Final Thoughts on the Call to Action
A call to action is a must for any marketing strategy. They guide and encourage action.
It may seem like a small thing, but get it right, and trust us, the results will be BIG. Effective CTAs can help increase conversions, drive sales, and build brand awareness and loyalty.
Now that you know how to create a kick-ass CTA, don’t let the knowledge go to waste. Give it a go.
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