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Definition
A call to action (CTA) is a marketing term that refers to a prompt or instruction that encourages a potential customer to take a specific action. It is an essential component of any marketing campaign, whether it is a print ad, email campaign, social media post, or landing page.
Why is it useful?
Without a clear and compelling CTA, potential customers may not know what action to take next, or they may simply move on to the next website or social media post without taking any action. A well-crafted CTA can help you:
- Generate leads
- Increase conversion rates
- Encourage social sharing
- Drive traffic to your website or landing page
- Boost engagement with your brand
- Build a loyal customer base
How to write compelling CTAs
Here are some tips on how to write effective CTAs that drive results:
- Use action-oriented language: Start your CTA with an action verb, such as "download," "subscribe," or "register." This creates a sense of urgency and encourages the reader to take immediate action.
- Make it clear and concise: Your CTA should be easy to understand and straightforward. Avoid using vague or ambiguous language that may confuse the reader.
- Highlight the benefits: Let your audience know what they will gain by taking the desired action. For example, "Get your free e-book today and discover the secrets to successful marketing!"
- Create a sense of urgency: Use phrases such as "Limited time offer" or "Act now" to create a sense of urgency and encourage immediate action.
- Place it prominently: Your CTA should be prominently placed, ideally above the fold, so that it is visible without the need for scrolling.
Next actions
Review your marketing materials and ensure that you have clear and effective CTAs in place. Experiment with different approaches and measure the results to see what works best for your audience.
Pro tip: Every audience responds differently to various calls to action – leverage Website Personalization to show the right CTA to the right audience, at the right time.