Guide to Call-to-Actions

Guide to Call-to-Actions

Call-to-actions are in constant demand in the marketing sphere. How, when, where and why we use CTA’s will differ according to the customer journey we want customers to take.

What is a call-to-action? 

A call-to-action is a prompt on a website that tells a user to take a specific action. A call-to-action is typically written as a command or actionable phrase and takes the form of a button with an attached hyperlink.

Why are they important?

Have you ever had a potential customer go to your website and immediately leave as they don’t have anything to do when they get there? The call-to-action is a key element on a webpage as it guides your potential customers to the next action they should take. Without a clear call-to-action, the user may not know the next step in their journey so it’s your job to ensure they accomplish a task with a signpost.

A call-to-action is like a massive glowing sign that makes it clear to potential customers where they should go next and helps remove issues with them moving down the sales funnel.

Here are some key ways you can present call to actions on your website:

1. Ask a question 
Your website should have a blog attached to it. The easiest way to incorporate a call-to-action is to ask a question at the end of each blog to spark interest from your customers and encourage action from them in terms of inviting them to comment and interact.

2. Subtle hyperlink
Whether it’s within your website copy or in a blog post, a subtle hyperlink tells readers exactly where they’ll go when they click the link. Plus, it inspires them to delve deeper into your website. Text such as “click here to see more” prompts curious customers to find out more.

3. Simple buttons
Simple rectangular buttons filled with primary colours often get the best results in terms of potential customers likely to click on it. Some key CTA’s could include, “read more”, “learn more”, “sign up” or “free trial”.

4. Banner CTA’s 
You need to be careful when it comes to banners. Sometimes a banner with a CTA can look like an ad which is likely to deter customers. With good text and a design that matches your site, users will recognise the banner CTA as an offer to find out more information or receive a special offer. Banners are great if you need something that is visible.

5. BIG buttons 
Large text, images and buttons are another way to catch potential customers’ eyes. You don’t need to go overboard, but you do want users to see the offer and be tempted to click it. All you need for this CTA is a textured background, an image and an easy-to-read font and colour.

By offering something visually pleasing and informative at the same time, you are likely to drive customers to engage and action your CTA.

6. Sidebar CTA’s 
If you don’t feel like going for something as glaringly obvious as a banner CTA, consider a sidebar. It’s still a highly visible way for your call-to-action to stand out and you can use a variety of different design techniques in order to pique potential customer interest.

With sidebar CTA’s, a key element to consider is that your visitors see and read the CTA in a logical manner. Most potential customers read websites in an “F” formation, with the title first, the first few lines of text and then subheadings.

7. Subtle but sneaky
A smaller version of your CTA’s can also be used on various pages wh ere your readers are unlikely to expect them. For example, if you place a small CTA beside your product page then as viewers peruse your products they are likely to see the CTA and potentially make an add on purchase.

8. Pop ups 
CTA pop ups are handy, however it’s important that they are utilised at the right point in the customer journey. If your pop up interrupts a potential customer from browsing your product or service, you can bet they’ll click off your site. It’s important that pop up CTA’s are implemented once the user has viewed what they needed.

9. CTA with testimonials attached
CTA’s with a testimonial attached is a surefire way to capture the attention of potential customers. What better way to convince them to make a purchase than giving an indication as to the positive experiences individuals have had previously with your brand. It’s crucial that this quote is attributed to a real human being and is easily readable.

Marketers should focus on ensuring their call-to-actions have a clear benefit, are actionable, short and have a sense of urgency. If you couple these tips with a killer design and clear visibility on your website, your call-to-action will surely see your customers click!

The content in this blog is derived from the sources below. VO Group does not take ownership of the content.
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