What is a CTA?
A call-to-action (CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.” An example of a CTA is “click here”.
A high performing CTA is a combination of things working together to drive action. These include the messaging, design, colors, position on the page, relation to other elements on the page, and more.
Types of CTA
- Lead Generation
- Form Submission
- “Read More” Button
- Product or Service Discovery
- Social Sharing
- Lead Nurturing
- Closing the Sale
- Event Promotion
7 different ways to create high performing CTAs that bring the clicks:
Make the CTA stand out
A CTA is designed to spur the viewer to action – so you can’t afford to be “wishy washy”. Use bright colors, borders, and bold fonts to catch the user’s eye as they browse the page. The CTA must be clear, both visually, and in specifying the action the viewer should take.
Surround the CTA with supporting messages
The CTA is the ultimate goal of any digital marketing asset. But it’s not the only thing to appear on the screen. Use other page elements to encourage the viewer to focus in on the CTA
If you can, personalize the CTA
A recent study by Sales force showed that nearly 60% of consumers are willing to share personalized information if it means that they will receive personalized discounts or offers. Personalization works, and if it is combined with a strong CTA, it may even work better.
Make the CTA as easy as possible
If a CTA is hard work, it won’t work. That’s why any good call to action should make it easy for the user to follow through. This includes the wording, design and location of the CTA elements on the screen.
Give your CTA a sense of urgency
A surefire way to get people to act is to give them a reason to act. And if that reason is wrapped in a sense of urgency, then it is more likely to work. You can create urgency by limiting an offer by time, or by the number of available offers – even just adding high-pressure words and phrases like “Now!” or “Today” can have an increased effect.
Make sure your CTAs are optimized for mobile
When up to 70% of web traffic is happening on mobile, you can’t afford to have CTAs that are not mobile optimized. For a CTA to be effective on mobile, it must have the visual and UX elements that make it easy and intuitive on a smaller mobile format. The main CTA should display above the fold so there is no need to scroll, and the button must be big enough to work properly on a touchscreen. On the other hand, the CTA must not be too overpowering – there’s not a lot of room on the average mobile screen
Space out your CTAs smartly
A good CTA drives the user to want to act. There is nothing attractive about nagging your customers. A high performing CTA is a combination of things working together to drive action.. One CTA probably won’t be enough for an average web page. On the other hand, if there are CTAs everywhere, it will come across as desperate and that is never a good look. You might want to include 3 or more CTAs on a web page, but make sure they fit logically with the flow of the content, and don’t put them too close together. Rather, give the user some breathing space before hitting them with another CTA.
So there you have it! Always try out different concepts with A/B Testing to know which works best for you and drives those clicks up. I do hope this will help you to create high performing CTA’s for your business