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Glossary – Call to action

Call to action

Nikiforov Alexander
Friend of clients
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What is a Call to Action (CTA)

A call to action, or CTA, is a key element that encourages users to take specific actions on a website. This action can range from signing up, making a purchase, subscribing, to submitting an application. CTAs can take various forms, including buttons, links, and images, and play an important role in increasing conversions on web resources.

How to Create an Effective CTA

Creating a successful call to action requires attention to several aspects: text, design, and placement on the page. Let's take a closer look at each of these stages.

1. Create the Text

To write effective text for a CTA, think about what is valuable to your visitor. One popular technique is to complete the phrase "I want..." from the user's perspective, such as "download the guide" or "get access." It is also worth using time limitations, such as "offer valid until..." and showing the absence of obligations: "sign up without providing credit card details."

2. Create the Design

The design of your CTA should stand out against the overall design of the website or email. Here are a few ways to make it more noticeable:

  • Use contrasting colors compared to other elements on the site.
  • Increase the button size to make it more noticeable and able to fit more text.
  • Add subtle animation to attract attention.
  • Leave space around the button to emphasize its importance.
  • Use arrows and images to direct the gaze to the button.

3. Choose the Placement

Most often, the button is placed on the first screen, or "above the fold," as research shows that 80% of the time users focus on this part of the page. It is also effective to use pop-ups; however, it is important not to overdo it and to choose the right time for them to appear.

Examples of CTAs for Various Situations

Conversion issues can arise if there is no clear call to action on the site. Let's look at several popular examples of CTAs for different contexts:

For Registration and Subscription:

  • "Subscribe if you want to stay updated on..."
  • "Leave your email and get 20 free drawing tutorials"
  • "Subscribe to blog updates so you don't miss interesting content!"
  • "Register to see the new collection!"

For Sharing Content:

  • "Liked the post — give it a like"
  • "Enjoyed the article? Don't forget to like!"
  • "Liked it? Click the heart!"
  • "Share with a friend!"

For Commenting:

  • "Write your comments, don't be shy"
  • "What do you think about..."
  • "What can you add to what has been said?"

For Ordering a Service or Product:

  • "Buy on sale"
  • "Buy with a discount"
  • "Let's go!"
  • "I want this!"
  • "Order..."
  • "Buy 45 letters for 1500 rubles."
  • "Start using"
  • "Get to work"

Factors Affecting CTAs

The effectiveness of your CTA can depend on many factors, including:

  • The industry of the company: different products have different sales cycles.
  • The awareness of the visitor: newcomers seek more information, while regular customers are ready to buy.
  • The device used: for mobile versions, it is necessary to consider screen size and button usability.

How to Improve the Effectiveness of CTAs

Creating the perfect CTA on the first try is unlikely. The effectiveness is enhanced by companies that constantly test and optimize their calls to action. Here are a few steps to improve CTAs:

  • Measure current clicks and conversions to establish baseline metrics.
  • Study audience behavior using heat maps and session recordings.
  • Formulate hypotheses for improving the CTA, such as changing the text, size, or color of the button.
  • Run A/B testing, checking only one hypothesis at a time.
  • Draw conclusions and run a new test with a different hypothesis.

Remember, CTAs are an important element that can significantly impact conversion. However, the quality of your product and its unique advantages remain paramount. Even the most attractive call will not save the situation if the offer does not stand out against competitors.