A call to action, or CTA, is a directive that encourages the reader to take a specific action. It can be a button, a link, or a banner that prompts the reader to do something, such as "Sign up now" ,"Download now", or "Learn more". The goal of a CTA is to convert a reader into a customer or to generate leads by guiding them through the sales or conversion process.
How to choose the right Call To Action?
Choosing the right CTA is important because it can significantly impact the success of your campaign. Here are a few tips for choosing the right CTA:
Make it specific: The more specific your CTA is, the more effective it will be. Instead of using a generic CTA, try using something more specific like "Sign up for our newsletter."
Make it actionable: Your CTA should encourage the reader to take action so make sure it's actionable. Use verbs like "Sign up," "Download," or "Buy now" to make it clear what the reader should do.
Make it relevant: The CTA should be relevant to the content of your website or email. If the CTA doesn't match the content, it will be less effective.
Make it visible: The CTA should be easy to find and should stand out from the rest of the content. You can use colours, fonts, or strategic placement to make the CTA more visible.
5 examples of Call to Action:
"Sign up now" - This CTA is used to encourage readers to sign up for a newsletter, a webinar, or a free trial.
"Download now" - This CTA is used to encourage readers to download a free resource, such as an ebook or a whitepaper.
"Buy now" - This CTA is used to encourage readers to make a purchase. It's typically used on ecommerce websites.
"Learn more" - This CTA is used to encourage readers to learn more about a product or service. It's often used to lead readers to a landing page or a product page.
"Get started" - This CTA is used to encourage readers to start using a product or service. It's often used for free trials or demos.
Where can I use Call To Action?
CTAs can be used in a variety of places, including:
Websites: You can use CTAs on your website to encourage readers to sign up for a newsletter, download a resource, or make a purchase.
Emails: You can use CTAs in your emails to encourage readers to visit your website or take a specific action.
Blog posts: You can use CTAs at the end of your blog posts to encourage readers to sign up for a newsletter, download a resource, or visit a related page on your website.
How does the subject of the post influence the CTA?
The subject of the post should influence the CTA because the CTA should be relevant to the content of the post. For example, if the post is about a new product, the CTA could be "Buy now" or "Learn more." If the post is about a free resource, the CTA could be "Download now."
The subject of the post should also be reflected in the CTA itself. For example, if the subject of the post is "Tips for Successful Email Marketing," the CTA could be "Download our email marketing tips." This helps to create a clear connection between the post and the desired action.
It's important to make sure the CTA is relevant to the subject of the post because it will be more effective at converting readers into customers or leads. If the CTA doesn't match the content, it will be less effective because it won't be relevant or valuable to the reader.
In addition to being relevant, the CTA should also be aligned with the overall goals of the post. For example, if the goal of the post is to generate leads, the CTA should be something like "Sign up for our newsletter" or "Get a free consultation." If the goal of the post is to drive traffic to a product page, the CTA could be "Learn more about our product" or "Buy now."
By aligning the CTA with the subject of the post and the overall goals of the post, you can create a more effective and cohesive marketing message.
How to know if the CTA worked?
To know if a CTA is working, you should track its performance using metrics like click-through rate (CTR) and conversion rate.
Click-through rate (CTR) is the percentage of people who click on your CTA out of the total number of people who see it. For example, if 100 people see your CTA and 20 of them click on it, your CTR is 20%. A high CTR indicates that your CTA is effective at getting people to take action.
Conversion rate is the percentage of people who complete a desired action (like making a purchase or signing up for a newsletter) out of the total number of people who see your CTA. For example, if 100 people see your CTA and 10 of them make a purchase, your conversion rate is 10%. A high conversion rate indicates that your CTA is effective at converting readers into customers or leads.
You can track the CTR and conversion rate of your CTAs using analytics tools like Google Analytics or your email marketing platform. By analysing this data, you can determine which CTAs are effective and which ones need improvement.
But what about smart CTA's?
Smart CTAs, also known as personalised CTAs are dynamic CTAs that change based on the behaviour of the reader. For example, a smart CTA might look different to a reader who has visited your website multiple times versus a first-time visitor.
Smart CTAs can be effective because they are personalised and relevant to the individual reader. They can also improve the CTR and conversion rate of your CTAs because they are more targeted and relevant.
To create a smart CTA, you'll need to use a marketing automation tool that allows you to segment your audience and create dynamic content based on their behaviour. Some examples of marketing automation tools include Hubspot, Marketo, and Pardot.