CTA or ‘call-to-action’ are the buttons, texts, words or phrases that tell the user to make some specific action on your webpage. You might wonder that in CTA, who is calling and to what action? It’s a call from the website, the service provider to the user to take part in some willful activity after landing on the webpage. The action that is being called for can be anything from ‘signing up’ to ‘submitting’ a form, a ‘download’ button to a ‘read more’ option or a ‘share’ to social media.
Why do we need CTA?
CTA options are important because they define the conversion rate for your website. Conversion rate depends upon the number of users that perform some desired action on the webpage. The overall success of the website is measured by the conversion rate formula that calculates the number of clicks divided by the number of times the CTA was seen.
For example, if your website has a blog post, the user after landing on the page, might just leave after reading the blog without any further interaction. This is where the job of call-to-action is important. They tell the user what to do next and direct them towards some specific interactive activity like signing up for a subscription of newsletters or the purchase of a product or service.
Some fundamental pointers on efficient CTAs
Now that you know what a CTA is and why you need it on your webpage, here are some quick pointers on what to keep in mind while creating and optimizing your CTAs.
- Color and Design: Your CTA button is meant to attract the user to a willful action. To capture the user’s attention in the first place, it is important that you keep the button colorful and in contrast with the general theme of the page.
- Size and Visibility: A CTA should be the most evident element of the page. Make sure your fonts-size is appropriately large, but also not too large that it becomes jarring.
- Message and Meaning: The user should know clearly what he’ll get in return for making that Click. A well-informed opportunity to make a click translates to more user making it. State the benefit clearly somewhere around the CTA button explaining what the user is to expect on performing the transaction.
- Length: Keep your CTAs as short and precise as possible. Full sentences as a CTA almost never work as they become too tedious to read. Keep it limited to 4 words or less.
- Risk Factor: If your CTA calls for the user to invest in some period of service, it’s always advisable to offer a trial period with clauses such as a money back guarantee. It reduces the fear of risk in the minds of the user and translates to prompter action.
Various Kinds of CTA
CTAs on a website can be spotted almost anywhere from the header bar to pop ups and slide ins, side panels, end of pages or posts or in ads. On sales websites, you see them under every purchasable item, so if a user is attracted by an article to purchase, he wouldn’t have to spend time looking for the purchase button (and in the meantime, have second thoughts about buying the article) but would do so immediately via the CTA button.
Out of many kinds of CTA you’ll encounter, here are some examples to give you a clear idea of the range of CTAs used online.
- On a blog post, for example, the CTAs could be ‘read more articles’, ‘sign up for the newsletter’, ‘support or become a sponsor’, ‘share on social media’, etc.
- On an online shopping website, the CTAs are different and are centered about attracting the user to make a purchase. Here you might find examples like ‘add to cart’, ‘wishlist’, ‘notify when available’, ‘checkout’, ‘buy now’, etc.
Thus, your CTAs need to be customized according to the nature of your business.
The more you manage to make the user interact with the website, the more successfully they’ll move towards a successful conversion.
There is no 100% guarantee that a particular kind of CTA will work with all kinds of audiences. All kinds of users respond differently to different kinds of CTAs employed on the digital market. What you need to do then is to try different samples of CTAs and study which performs better with your target audience. This information will help you narrow down to the highest converting CTA and thereby increasing conversion rate.