A CTA, also known as a call to action, is an element whose main objective is to capture the attention of the public. In other words, it is a button capable of promoting an offer and linking to a landing page. There is no right or wrong place to place CTAs, although they are usually added at the end of pages, what really matters is to capture attention, adapt it, and not cause distractions.
Types of CTAs you can use
- To generate traffic to another article. If you want to improve the internal linking of your blog, you have to add links to related blog posts in your articles.
- Social sharing: If you want readers to share your articles, posts, images or videos on their social media profiles, use this particular type of CTA.
- Leave a comment: Whenever you can, add a CTA for users to leave comments.
- Participate in an event: When your company intends to hold an event, this is the best option.
- Lead generator. It is much easier to sell your product or service to a lead than to a user who comes to your website for the first time. That is why it is so important to get leads.
- Newsletter subscription: When a user subscribes to your newsletters, he/she goes one step further in the conversion funnel.
- Contact form: If a user fills in a contact form, it is very positive because it shows that they are interested in your product or service. A good call to action can help this user to take the step and contact you.
- Recommend a download. Users in the middle of the funnel have a deeper knowledge about the topic in question, so it is a good idea to offer them exclusive content. You can present it in various formats: ebooks, slideshows, Excel files, infographics, spreadsheets, whitepapers, podcasts, among many others.
- Watch a video. Video marketing is one of the most efficient digital marketing strategies nowadays. This is explained by the fact that the human brain consumes information more easily in audiovisual format. Therefore, you can and should encourage the user to watch your video content through CTAs in your virtual environment.
how to improve the conversion rate with a CTA?
The main objective of calls to action or CTAs is to initiate a path that can provide opportunities for both your company and visitors. You must also comply with a series of factors to achieve an efficient and effective call to action and, therefore, improve your conversion rate:
- Remember that the purpose is to get your visitors to take a certain action, for example downloading an eBook or watching a video .
- Be clear about what you are offering - whether it's "Get your free eBook now" or "Sign up to become a member", you need to tell them what they will do when they click the button.
- Consistency in keywords- these should be directly related to the subject matter we are talking about, as well as the offer and the target page the CTA is directing us to. When setting keywords in your IT business, remember that using them during the conversion process will help convert visitors into leads.
- Keep it short- the call to action should not take up too much space, because the content comes first.
- This includes elements such as the size, the words used, the tastes of our buyers, how they navigate the web pages, etc. Achieving cohesion and concordance between all of these will be your priority objective during its creation.
- Location: The place where you place it influences the attraction of our visitors' attention .
- Try to put only one call to action. If you urge the user to share, comment, watch the video, answer a few questions and, while they are at it, buy.... they may end up doing nothing.
- Test the changes and analyse the results. Changing the size, the colour, the location, the words, step by step, as well as observing the results obtained in each of these modifications, can help us to determine which CTA works best for our visitors. Finally, we can implement it .
- Clearly determine who we are targeting. It is essential to carry out segmentation, as it will make the attraction more effective and, as a consequence, there will be a greater chance of conversion.
- Promote the conversion of your visitors. Set goals. Think about how many visitors you want to respond to the CTAs and reach the landing pages, how many you want to submit the form, and how many convert into sales opportunities.
In conclusion, to make an effective CTA you need it to stand out, to be consistent and coherent with the content and the page, and above all, to capture the attention of the audience.
