What is call to action?
A call-to-action is the area of the website that calls for action. A call-to-action for contacting, buying, for further information, etc. These elements are important for structure and profit maximization. The aim is to convert as many potential buyers as possible into buyers. Call-to-Actions are a great help in this.
- Moves the visitor directly to an action
- Does not let the ad text end abruptly
- Makes the customers decision easier
- Is short & clear and increases conversion rate
How the Call-To-Action works
The direct translation “call to action” therefore hits the nail on the head: there should be interaction between the customer and the company. Call-To-Actions – the term is often abbreviated to CTA – causes visitors to the website to first perceive calls for action visually and then carry out the desired actions. In practice, Call-To-Actions can take many forms, in most cases it is a kind of button that asks for the desired action. The latter is the actual aim of the CTA, simple concrete examples of this would be “Download now” or “Buy now”. The potential customer is therefore always addressed directly. The request can be placed either at the beginning or at the end of an advertising message. In principle, most good advertising models have long since been structured in such a way that the (required) action of the visitor is at the end. Call-to-Actions start as an impulse generator at this important point, which is why they are particularly important in online marketing. A CTA can be used for a wide variety of purposes.
What should be considered for the Call-To-Action
The visitor is “taken by the hand” in the figurative sense, without patronising him, which is particularly important on the Internet, because online the attention span of visitors is generally particularly low. It is always important to motivate the user. There are many possibilities when designing the call-to-action, and the motto here again is: test, test, test – because there is no such thing as the perfect CTA from the outset. The call to action should always be tailored to the potential customer. Formulation and design should leave a serious impression. The call-to-action therefore helps enormously to guide the potential customer into the buying process via the website in a trustworthy manner. Whether customers or leads are to be generated, the motto is always: Less is more! As can be seen from the above examples, the CTA message on the buttons or similar should be kept as short and concise as possible. More success is achieved by short messages such as “Play for free” or “Open account here”. Also, the call-to-action should always be clearly visible to the recipient and not overlaid by other elements of the website. As already mentioned, it is of course not always necessary to use only the “Classic Button”. With Call-to-Actions the customer should feel well looked after in any case. The call to action integrates the visitor well and makes it easy for him to see how he can take advantage of the corresponding offer. Ultimately, this makes it easier for him to make his decision and also takes away any possible reservations, making the conclusion of a contract more likely. With the call-to-action as a central, integrated request for action of a website, the conversion rate can be increased significantly.