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What is CTA and How Does It Work? (2022)

Call To Action

CTA stands for “Click to Action.” This is the button or link that you want your readers to click on to take them to a specific part of your website or blog post. There are a lot of different types of CTA buttons, but one of the most common is the “Buy Now” button.

What is CTA?

CTA (Call To Action) means call to action, which literally means a call to action, and can be applied to any kind of website, EDM or Banner to drive users to conversion. For example, when a visitor comes to your campaign page, you want them to achieve a target action.

The most common element used as a Call To Action is a button (you can also use an image or a string of text as a CTA). Before the CTA, you can also guide visitors to convert by re-emphasizing the unique selling point mentioned in the headline, presenting your conclusion and assuring your page’s visitors of the benefits and advantages they will receive. The design of the conversion button should also be clear and independent, and contain eye-catching and attractive text. Common calls to action include “Order now at 50% off”, “Sign up for a free gift”, etc.

Which call to action should be used?

There are many applications on the Internet where you can see the emergence of Call To Action, especially in this era of smartphone convenience. Everyone’s attention is constantly being grabbed, and to benefit from it, you have to make good use of CTA.

Here are some examples of Call To Action that we have summarized.

  • Blog
    Content realization has become a trend, and many companies and personal brands are running blogs and using CTAs to guide users to subscribe and complete the conversion of customers.
  • Event Pages
    As we mentioned in our previous article “3 key points to create high conversion on event pages! CTAs play an important role in achieving marketing goals when companies have clear marketing objectives.
  • Image website, sales website
    These websites usually have different stages of conversion goals, from the first step of conversion on the home page to get visitors to the initial understanding, to the completion of payment, and even the action of sharing to friends can use CTA as a guide.
  • EDM e-newsletter
    EDM is a proactive and effective marketing channel, from the copy that attracts users to click on the letter to the content that leads to the stimulation of the CTA is a conversion.
  • Social Media
    I believe you are already very familiar with the click, favorite, share, message…and often seen in many content, with the social media communication is very helpful to the website’s traffic guide.
  • Online Advertisement
    You should have encountered that after browsing a website, you will see similar ads on any website or social media platform, usually with attractive copy and CTA.
  • Digital panels, etc.
    Not only the content of the advertisement is exposed, but when we go to some department stores, the digital panel will also provide clear CTAs for clicking and searching in order to let people find the location correctly.

What is CTA’s purpose?

  • Attract the attention of visitors
    Call To Action helps users to focus and notice what they are looking for when browsing the site. Imagine how confusing it would be if there was no visible Call To Action on the site. This is because users usually come to your site with a goal in mind, but without a CTA page, whether it’s for a desktop or mobile device, users will lose patience and leave the site because they can’t find their goal quickly enough.
  • Guiding visitors to take proactive action
    When users find what they want to know, they usually read it briefly and then decide if they need to go deeper or take action. This is where your Call To Action plays a very important role. The CTA is like a super business that stands out and uses powerful words to get users to take action and identify themselves.
  • Recording visitor behavior on the web
    The most intuitive way to measure the effectiveness of a marketing campaign or a web page is to use a data tracking tool to record the click-through rate of a CTA. For example, if a web page has CTA buttons with the same design and description on different pages, by tracking the data of each CTA, we can determine what content is of more interest to users and which pages are not as good, and make improvements accordingly.

What are the key points of the CTA design?

The core function of CTA is to guide the user to act (click) in order to get conversions, although it can be presented in many ways, the most common is in the form of “buttons”. We will now list the key points of the CTA in terms of the text content, the overall elements such as the color scheme, size and placement of the buttons, and the design of the different marketing stages.

#1 The text needs to be easy to understand and to the point!

In the past, Call To Action click-through rates fluctuated due to text adjustments, proving that text descriptions are a factor that affects action. Therefore, when writing CTA copy, it is recommended not to use boring words, but positive verbs or an appealing tone, such as: download free tutorials, get exclusive offers, come and win an Iphone now…etc.

#2 Color, size, and position, none of them should be neglected!

When people browse these contents, they usually scan quickly and do not focus on all the contents. Therefore, CTA usually needs to make the color scheme as conspicuous as possible, so that users can quickly catch it. Usually the contrasting colors of the website color scheme will be more obvious.

The size of the CTA should also be appropriate. We need to make sure that the CTA button is visible to users regardless of screen size or device, and that the text is also clearly visible.

Another thing is that we should not put the CTA in a location where the user cannot find it. This may cause you to miss a good opportunity to switch and even leave a bad impression on the user. In the case of event pages, we recommend that you re-emphasize your strengths in the middle or end of the site, and place the CTA button in a layout that is free of distracting elements, in addition to the main visual.

#3 Different stages, different CTAs!

Different CTAs should be created at different stages of the marketing process to address each context and conversion goal. For example, if the user doesn’t know enough about your service, you should provide a CTA that focuses on browsing more content; when you know enough content, you can provide a CTA for conversion; or if the goal is to wake up dormant users, you should list content and CTAs that will stimulate them to convert again.

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