What do I need to know about ‘CTA’?

Ultimately, the purpose of online marketing is to make web users carry out certain actions. This could be for the sake of selling products, increasing the number of subscribers to a website or newsletter, and so on.

A ‘call to action (CTA)’ is, essentially, a written prompt for users to take a specific action. Typical CTAs include:

  • Buy Now
  • Add to Cart
  • Add to Wishlist (a common CTA if you want to keep users aware of deals and offers)
  • Subscribe
  • Find Our More
  • Next Page
  • Share on Facebook/ Twitter/ Instagram/ LinkedIn, etc.

Regardless of the purpose of your website, it will be important to include CTAs in order to show your users what to do next. Once a user has gotten to the point where they are invested in your offering, you may only have a small window before they lose interest. The easier you make things for them, the more likely you will be to get the result you want. In some cases, you may even have multiple CTAs on the same page (whether for the same purpose or for a variety of potential user actions).

A common example is adding CTAs to SEO content. An interior decorating website may publish content on tiling bathroom floors in order to attract readers interested in the topic. Then, at the bottom of the page, the site may offer links to a tiling service, or perhaps a page for buying tiling supplies. Throughout the article, keywords such as ‘tiler’ and ‘tiling’ may also contain hyperlinks to relevant pages. In this example, without solid and clear CTAs, the page may simply convince readers to search for the services or products they need elsewhere.

Of course, as any marketer can tell you, creating a compelling CTA is easier said than done. You will usually need to consider:

  • Benefits – Why should your users click on your CTA? Will it provide them with something they want or need?
  • Visibility – Is your CTA easy to find? It should be noticeable enough to make things easy for users, but not so noticeable that it puts people off (how often do you click on annoying pop-up ads which keep appearing when you are trying to navigate through a website?)
  • Design – The look of your CTA should be appealing. Consider its color, as well as factors like font and size
  • Length – Generally, most CTAs are only a few words long. Try to aim for five words maximum, rather than typing entire sentences
  • Clarity – Is your CTA text clear about what it wants users to do?
  • Issues- You can make users more confident in your CTA by addressing potential concerns. For example, you could provide additional security or money-back guarantees. You may even choose a CTA for a ‘Free Trial’

Remember, you will need to make sure that you have a coherent method in place for measuring the success of your CTA. This can be done by examining your conversion rate or click-through rate (CTR).

Want to know how we can help with your CTA, it’s more of a UX / design service, see more about our CRO services here. Read more about the best-known marketing acronyms.