Everything you need to know about Call to Action

Everything you need to know about Call to Action

When we think about improving the usability of a website, we think of Breadcrumb Navigation optimizing the home, improving the link structure and a number of other very important changes to improve the user experience the website is excellent. However, is something missing in the “Usability checklist”? Do you know what CTA (Call to Action) is?

In today’s article, we’ll talk about CTA and how well this feature can be used on your website to take advantage of your results. Play the following video and understand more about it:

What is CTA – Call to Action?

CTA is an abbreviation for call to action which means “call to action” . In other words, they are links or functions on a page that cause users to act.  In the digital marketing universe, it is important to use CTAs, after all, all strategies are defined to achieve a specific goal, with call-to-actions you can gain more followers, generate more leads and sell more depending on what your goal is.

Why are CTAs important?

Ease of use is the law for CTAs because they make it easier for users to navigate and make them clearer and easier, and they can also help you To convince your user to do what you want (of course, if your user wants it to.)

CTAs are very interesting for blogs and information sites – use surveys, subscriptions Feed a badge, nominate an app, vote on posts – this is the first stone for the blogger who never wanted his readers to do this.

We must emphasize that CTAs must be clear, objective and have a strong relationship with your proposal. Nobody likes to click a button to perform a specific action and come across something completely different than originally suggested.

Although we are talking about links and buttons, it is also important to make it clear that CTAs can be present in your content, writing an article or even an image. It can be a short sentence that prompts the person to act even if they are not yet linked to another page or website. In summary, the CTA is a resource you can use to get your audience to act.

Types of CTAs

The types of CTAs vary from page to page and can be navigation links, links to purchases, links to forms of registration and can be classified as follows:

CTA Primary

The primary call to act is one that appeals to the functionality of the site. For example, suppose we want to buy an X fridge on an e-commerce website. The fridge page that we select has the functionality to sell it. A clear example of a primary CTA on this page is the “Buy / Add to Cart” button.

Secondary CTA

To explain the secondary call to action, I will use the example for the refrigerator again. A good secondary CTA option is to offer related products at a strategic point on the page. The main focus of the refrigerator side is on sales, but additional products can also be sold – the secondary focus.

Creating a CTA

Now that we know how important a CTA is and the two main types, there remains a question: “How do you build an excellent CTA?”. Simply consider the following points:

  • know what users want,
  • create specific content,
  • use the ideal color for your strategy,
  • understand the importance of conversion and positioning.

I will cover these topics below.

Write to the persona and find out what users want.

Consider the type of visitors to a page. How did these people get there? What are you looking for?

By answering these questions, you can identify the next logical step for your users and offer what your visitors want through the right CTA.

Think about the phase of the sales funnel

In addition to knowing who your audience is and what their interests are, it is important to understand which phase of the consumer journey it is in and in which phase the inbound funnel is located.

What I mean is that you have to take into account the needs of the public right now to create the best CTA.

Example: If your consumer is still in the investigation phase, you should not offer a product / service and make a “buy now” call. You need to understand more about what you are selling, find out what is needed, review and take the next steps with the appropriate CTAs.

This is because the consumer does not identify with the communication when the calls are misaligned at the moment and this has no effect on them.

Create specific content for CTAs

Forget generic anchor texts. “Click here” is just an example of anchors that you will not be using.

The use of personalized anchor texts not only makes your users’ lives easier, but also helps you to link building your website. Each page type must have its own button type.

But be careful, write short, self-explanatory and precise texts for your buttons. A good way to set up this type of shortcut is to use custom graphic buttons.

Use the ideal color for your strategy.

Amazingly, the color to be used is also very important. Just as we are careful when choosing the colors used in the design, it is interesting to pay some attention when choosing the color of our CTAs, as there is a color for each type that better suits the purpose.

  CTA: Everything you need to know about Call to Action

Red: The color red has a significant impact on human visual perception, both because of its physical aspect (they are the broadest waves of the visible Color spectrum). of man) as well in its symbolism. And precisely because of the importance it offers, it must be used sparingly. It is usually used for warnings and errors, but can also be the perfect color for a “Buy Now” button.

Oddities about the color red: It is the first color that the eye sees in the morning and the first that the child receives

Yellow: It is the first color that the human eye can see which is why they are often used on traffic signs. Yellow is also a good color for CTAs. Just like red, they should be used with caution.

Curiosity about yellow: stimulates memory.

Orange: It has a less noticeable effect than red or yellow, but is no less interesting. It is also great for CTAs.

When you look at the color of your buttons, keep in mind that the buttons need to be highlighted by the color, but shouldn’t affect your original design. If you want more tips on this topic, you can find a very interesting article about colors and CTAs in Monkey C Media.

Creating attractive and efficient CTAs can do a lot to improve website and blog conversion. And like some of the main techniques of SEO it doesn’t require a lot of effort or complicated techniques, it just supports the user experience and how it can be improved.

Understand the importance of conversion and positioning

One of the main goals when starting an SEO campaign is certainly to improve the positioning of search queries. However, we have to keep in mind that conversions are also very important.

What good is it to get good rankings and visits if users don’t do what they want on your website? Or when blog users just take a look at the landing page and don’t stay on the website?

Quality and usability are two key factors when converting a website. In terms of usability, a special affection for your website’s CTAs is certainly of great value.

However, if you’ve already taken action on your CTAs and still haven’t had good results, it’s time to ask yourself, “Do my users see the CTAs?”

What not to do? When creating a CTA?

I will list a few reasons that may prevent visitors to your blog or website from seeing CTAs.

Using Very Tinted Colors

CTAs are elements that need to be highlighted on the page. However, many designers prefer colors that come very close to the colors already used on the website so as not to affect the colors of the template. This way, CTAs are “deleted” from the page.

A good way to get around this situation without having a carnival of colors on the side is to choose a color that offers a moderate highlight. For example, if the site is in shades of blue or green, pumpkin or red are a good option – even if they are used in pastel colors.

Remember that aesthetics are important, but it is necessary to find a balance so that the beauty of a page does not take away the focus of what is necessary: ​​conversions.

Pages “dirty”

Combining several elements on one page makes it difficult for the user to decipher and very uninviting. This usually occurs on websites where the number of advertisements, adsenses, buttons, images and other elements is excessive.

With this type of page, it is difficult to correctly identify the functionality of each element, ie they become very uninviting for the user. In this case, be careful with the number of items you have on each page.

No user wants to waste time looking for a small button that gets lost on a page full of things. Another way to avoid this situation is to precisely define the functions of each page.

Very heavy pages

This page type may or may not be a consequence of the previous type. Not everyone uses high-speed internet, not everyone has time to wait for pages to load, and if it does, it doesn’t guarantee that they will wait.

A good way to avoid this problem is to choose simple template templates and also be careful with the number of elements inserted into the page – the page size is essential .

Creating unattractive or incoherent titles

Titles used the functionality to convince the user to click the buttons. They must therefore be attractive, but at the same time explanatory.

Unattractive texts do not convince the user to click on these buttons. Texts that have nothing to do with the purpose of the button make users feel cheated. As a result, your site loses credibility.

These are small details, but if you pay attention to them and work on their pages to avoid these errors, it can make the difference between pages that convert well and other pages that don’t.

Improving usability is a simple but very effective SEO strategy. Intuitive and easy-to-use pages help your website tell your users that they keep coming back instead of chasing them away forever. [19659018] Ignoring mobile devices is also a mistake.

Always check that your website is ready to be accessed by mobile devices. Your calls for action often work well and are only very clear and visible on the desktop version.

For this reason, it is important to test and simulate navigation on tablets and mobile phones with different screen sizes. If you customize everything for every form of navigation, your conversion rate will surely be much higher.

How do you measure the results of CTA – Call to Action?

Yes, it is necessary to measure the results of CTAs to understand whether they are working, whether they need to be optimized or even repeated.

To do this, you need to analyze the metrics for each platform – ad manager, email marketing tool, website, etc. In addition to understanding numbers such as button clicks, you can search for more specific data in Google Analytics .

If you parameterize the links, you can understand where the clicks came from, who clicked on them, which profile of people, their interests and other relevant information.

If you want to learn more about how you can do digital marketing with data in a much easier way, you can rely on our Google Analytics and Tag Manager course .

Learn more about inbound marketing for e-commerce

Calling to action is just one of the things you need to know to develop a good job in inbound marketing. We therefore invite you to download our free e-book on Inbound Marketing for E-Commerce to find out everything about it!

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