Call-to-Action

Hosted by Shelby Klick and Justin Shoup

Goals

What is a Call-To-Action? What is a CTA Button? The difference between CTAs on Websites vs. Emails. Call to action Best Practices.

 

What is a Call-To-Action?

A Call-to-action (or CTA) is what marketers use to provoke an immediate response or an action such as “Call Today” “Find Store Near You”. Basically, the CTA is a strategy used that will lead consumers to the next step of a conversion. The most common Conversion is the act of converting a site visitor into a paying customer. We also may reference a Conversion Funnel, which basically is getting a customer or lead to take different steps leading them to buy or promote your business.

 

What is a CTA Button?

The CTA Button is the tool used to provoke a specific action.  It is typically an image, text, or graphic that customers can click on to visit a landing page where they continue down the conversion funnel.

 

Website VS. Emails

Emails typically have one general message or are organized in a way that the flow leads to the CTA. The copy can easily persuade, add urgency, add value, and ultimately lead to a click.

Websites have more information and depending on what the visitor is looking for, there are more opportunities to follow different CTAs.  On websites, you can build relationships with “Contact” type CTAs, or direct them to special offers and product with “Shop Now” type CTAs that can direct visitors to find the products they are looking for.

1. Getting Started

• What’s the value or reward the customer will get when they click?
  
• What is the motivation for clicking the CTA?
  
• What are they going to get when they click?
  
• The page they are taken to after they click is called a Landing page. The Landing page should have the information or the reward that the user clicked to find.
• If you are linking just to your homepage, while the value lives on a secondary or Non-Navigation page, they will not be rewarded and never finish the action you wanted them to take.
• Also think about if the wording/images/value match what they clicked on.

2. What’s the best wording for the Button?

• Remember to keep it short, clear, and action oriented.
  •  Examples include: “Get Started” “RSVP” “Shop New Arrivals” “Learn More” “Save 50% Now” “Get Free Shipping”
• First person wording usually works better. Think of what the customer will see. Instead of using “Get Yours Today” use first person wording like “Get Mine Today”

3. Color of the CTA Button

• Green or Orange perform well.
• Use contrasting colors, so they stand out from the rest of the email or website.

4. Size and Placement

• Large enough to read, small enough so it doesn’t overpower the other content.
• Remember that you want it to be large enough for someone to click on it on mobile. at least 44px usually works well.
• On websites, keep CTA above the fold, but in general keep it in a logical flow, following the description that persuades a click. n
• Give the CTA or button it’s own line and add white around it.  This will draw the eye.
• Don’t make it too large or unnatural looking though. It can detract attention from the content or deter credibility.
• Buttons work the best, text can be easily unnoticed
• Use www.dabuttonfactory.com

 

Key Points

• Take time to craft your message that gives value and a reason to click.

• Talk about what they want/need , the CTA shows them how they can get it.
• Keep it short and to the point with clear, actionable language.
• One CTA per message works best; don’t overpower the reader with too many options.  If you do need more than one, make the secondary ones different but complementary to the main message.
• Check your links