How to make a Call to Action
- Call to Action
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Call to Action
Call to Action (CTA) means a call to action. This action can be to make click, to make a purchase, to fill up with your data a form, etc.
We know that the use of Social Networks can attract a lot of traffic to your website but this is not enough if you want to convert those visits into sales for example. This requires the use of traffic capture tools such as CTAs.
Several studies have shown that the easier it is for the user to have less effort, the more effective they are.
How to make a Call to Action eye-catching and effective?
Each case is different from the previous one, so each call to action must be treated and studied differently but there are some points that should be followed in each and every one of them, are as follows:
- Place the Call to Action on the information to make sure it looks good.
- Use a striking color, but beware of techniques that are too bright and old, as they exhaust the visitor and may even leave your page in addition to not clicking.
- Use 3d shapes for the button, protruding shapes. There is a great variety of buttons. For your best choice we have to take into account what we offer and what we want to receive from the receiver.
- Direct language. When the user sees it he has to know quickly what he is going to find if he clicks on it. When you prepare it ask yourself: Would you click it? Some very used are click here, add to cart, consult, more information, read more, free trial, subscribe, search, contact us, start...
- Place the button in several places on the page and give it the importance it deserves. If the first one doesn't "sting," maybe they'll sting the second.
- Use arrows pointing to the button (according to a Digial Evolution Group study improves the conversion).
- Be creative. It's very simple to say it and not so much to do it, right? Investigate before making your call your action and see how the best are doing, surely you will be inspired. We return here to the same as before, ask yourself: Would you click?
You know that in Social Media Project we have written several times post about creativity, this post could not be less so we leave you some examples of Call to Actions very creative to inspire you if you have to create one.
That's all we have to tell you about it. Creating an effective Call to Action seems simple, but it's not.
Keep in mind that people are tired of seeing them and won't click on anyone unless they are very interested. But now you know that by applying the 7 tips above you have a high probability of success.
1. Focus on your target audience
As we commented in the post about what Inbound Marketing is, it's not about launching an offer and waiting for someone to see it.
On the contrary, what it advocates is that you offer your users content of value and specific to each person you want to address. The more you segment, the more effective it will be and therefore the more attractive it will be, which translates into greater conversion.
Design your calls to action based on whether they are aimed at visitors, leads or customers. To do this, you need to know more about how your buyers are people. Here are some examples of how to design them for each of them.
The aim of these call to action is to generate more visits to your website. To do this, you must generate an offer that is attractive to an audience that still does not know your business well but needs ideas and actionable content.
This type of audience is more specialized, they already know what they want and what they are looking for, so you must offer them content that adds more value and convinces them that your services are the best for them. The message should clearly explain the benefits of downloading your offer.
This type of audience already knows you well, knows that you always give them what they want and is ready for you to make them an offer for which they will have to pay. You can offer this audience, for example, a seminar.
2. Create a good copy
Sometimes we fall into the error of focusing more on the design than on what we want to communicate in it.
We must not forget that a call to action is useless if the offer you want to make is not clear or if the design prevails over the copy, relieving it to a second place. Keep the tone of your message according to the characteristics of each target audience.
3. Includes numbers
The numbers show the user exactly what they are going to get (e.g. a price reduced from the previous price).
It is a way to gain credibility with the user and is a technique that works very well also for post titles, headers or mail subjects.
Add the number of whitepaper pages you are offering, mention a special discount or make a numeric list of the impact or benefit the user will get with your resource.
4. Create a design according to your style guide
Sometimes we want to be original in our CTA and fall into the error of filling them with colors and elements, believing that this will be the most effective way to attract the attention of our users.
However, it is important that they maintain visual unacoherence with the rest of the page, since it is a way of making them inherent to your brand and easily recognizable.
Use your typography and corporate colours and keep the same tone in your copies as the one you use on your website.
You can play with the weights and sizes of your typographies to highlight the most important, as well as use graphics or some image of the product you are offering (if you have it).
Here are some examples of Impact of 15 call to actions for your inspiration.
5. Distribute well the elements in the space of your CTA
While it is true that the space we have is not too large, we must be intelligent and know how to distribute the spaces properly to achieve visual harmony.
A correct distribution would be, for example, to leave ⅓ on the left for the image of the particular resource you are offering. The other ⅔ for your copy and below this a button that calls to action.
6. Put him in the right place.
Who likes to go into a store and be assaulted at the entrance by someone offering him a product he doesn't even know if he needs? Nobody, right?
In this case you must show the same empathy and not invade the user as he enters your website.
First give him what he's looking for, what he's come to your website for. And secondly, make him your offer as a complement to what he's been looking for.
Place it under a post, for example, or on the sidebar if you have one, but never at the beginning or between the lines of your post. This way, your user won't take it as intrusive and will be more likely to end up taking an interest in it.
Now, make a checklist with the necessary points when designing your call to action and don't forget to cross them all out as you create it. You will see how thanks to a good call to action your click rate will increase considerably.