What is CTA
So you’ve been reading up on how to optimize your business website? Then you’ve probably come across the phrase “Call To Action” or “CTA’s”. And if you’re wondering why they’re such a big deal, you’ve come to the right place!
Imagine you walk into a supermarket, it’s your first time there, and you want to explore the place and see what they have to offer. As you walk in you see that they have stuff... but that’s it. The place is deserted and you’re on your own as you go around the store trying to find what’s new, what’s on sale and what the best deals are.
Real Life Example of Using CTA
Now imagine what it would be like if that store had a cheerful sales associate showing you around, guiding you to the right aisles to find what you’re looking for, telling you about that new buy-one-get-one free deal? And maybe some signs pointing to your favorite aisles? Much better experience, right?
Real Life Example of Using CTA's
That’s exactly what CTA’s do, but for your website!
A CTA, or Call to Action, is a prompt on a website that encourages users to take a specific action. This action could be anything from "Sign Up," "Buy Now!," "Learn More," to "Download Our Guide." CTAs are designed to guide users towards a particular goal, like making a purchase, subscribing to a newsletter, or requesting more information.
So why are CTA's so important?
- Enhanced Navigation - CTAs act like signposts, giving visitors clear instructions on what to do next, whether it’s exploring more content, making a purchase, or contacting your team. This can be a godsend for users who are new to your website and want an efficient user-friendly experience. It also ensures that your visitors browse your site in a structured manner, following the journey you’ve designed. Without CTAs, visitors might feel lost or unsure of how to proceed, leading to a poor user experience.
- Boosting Engagement - A well-placed CTA invites visitors to interact with your site, whether through clicking a button, filling out a form, or watching a video. It turns passive content into something actionable. This interactivity is super important for a business website as it motivates users to take the next step rather than just consuming information.
By offering varied CTAs like "Learn More" for those wanting details or "Buy Now" for ready-to-purchase visitors, you can engage users at different stages of the business process. Effective CTAs are designed to lead users towards conversion points, like making a purchase or signing up for a newsletter, directly impacting your bottom line. Plus, when CTAs are aligned with user expectations and deliver on their promises they can build trust, encouraging more users to convert.
Types of CTA's
Types of CTA's
CTA’s can come in a variety of shapes, colours, and sizes. But not everything can be a CTA either. So it’s important to understand what the common types of CTA’s are and where to use what.
- Buttons are the most common type, often brightly coloured and boldly labelled with action-oriented text like "Buy Now!" or "Sign Up!" They’re designed to be highly clickable and stand out on the page. Once clicked, these CTA’s should ideally deliver an actionable goal.
- Links are another form of CTA, typically embedded in text with phrases like "Learn More" or "Read Our Blog," subtly guiding users to explore further. These might guide the user to a new page or destination.
- Forms are more interactive, usually asking for minimal information, like an email address, to sign up for newsletters or make inquiries. They’re perfect for gathering leads while offering something valuable in return.
- Finally, Pop-ups are more attention-grabbing, appearing on the screen with a clear prompt, such as a special offer or subscription invitation, designed to catch the user’s eye and encourage immediate action.
Each of these CTA types serves a unique purpose, each designed to engage users differently and encourage specific actions. Which is why they can be essential in driving engagement and conversations on your website.
Creating effective CTA's
As great as CTA’s can be, they are also tricky business. The colour, size, placement, can all make or break the visual design and user experience. Creating an effective CTA involves a blend of clear communication, compelling design, and strategic placement.
- Start with clear and concise text—use simple, direct language that tells users exactly what to do, without any confusion. Remember, CTA’s are supposed to be quick pointers, nobody’s got time to read a paragraph to know where to go! Pair this with action-oriented verbs like "Get Started!" or "Join Now!" to prompt immediate responses.
Get Started Button
- The design of your CTA is equally important; ensure it stands out by using strong design elements, such as contrasting colours that make it pop against the background, and readable fonts that grab attention. Also, make sure the design matches your business and the preferences of your target audience.
- Placement plays a crucial role as well; position your CTAs where visitors naturally look, such as above the fold, in the middle of content, or at the end of articles, to maximize visibility. The CTA should hit the sweet spot where it is visible, but not so much that it distracts from the other contents of your page.
- Finally, you can incorporate a sense of urgency and scarcity in your CTAs by using phrases like "Limited Time Offer" or "Only a Few Left". This encourages quicker decisions and actions from your visitors, which may result in more sales.
Best Practices
Now let’s talk about some tried-and-true tips for getting the best out of CTA’s.
First off, consistency is key—make sure your CTAs match your brand’s vibe. If your brand is all about being fun and quirky, let that personality show in your CTAs. Or, if you’re more on the serious and professional side, keep that tone consistent too.
Next, with everyone glued to their phones these days, mobile-friendly CTAs are a MUST. We’ve discussed previously about how crucial it is to have mobile optimization in this day and age. You don’t want people struggling to click tiny buttons or have your pop-ups misaligned—make sure your CTAs are big, bold, and easy to tap!
Best Practices
Now, here’s a pro tip: personalize your CTAs. Not all your visitors are the same, so why should your CTAs be? Tailor them to different user groups and their preferences; for example, offer a “Shop Our Summer Collection” to fashion lovers or a “Download Your Free Guide” to the DIY crowd.
Offer social proof—people love to see that others have already taken the plunge. Sprinkling in some testimonials or badges/licences near your CTAs can give that extra nudge by showing that your brand is trusted and loved by many.
Now just as you should know what-to-do, you should also know what-NOT-to do. So here are some common mistakes to avoid.
First, don’t overload the page with too many CTAs. Remember the supermarket analogy we made at the beginning? Even though it’s nice to have some guidance with a nice sales associate or some eye catching signs here and there, too many of all of those makes for a confusing and overwhelming experience. And your visitors might end up with nothing. Keep it simple with one or two clear options per page so your visitors know exactly where to click.
Also, steer clear of vague wording—“Click Here” or “Submit” just doesn’t cut it. Instead, be specific about what users will get when they click, like “Get Your Free E-book” or “Start Your Free Trial.”
And let’s not forget about design—you want your CTAs to be the star of the show, not an afterthought. Make sure they’re visually appealing, with colours that pop, fonts that are easy to read, and buttons that stand out. Plus, they should be accessible to everyone, including those with visual impairments.
Get these to-do’s and not-to-do’s right and you’ll be well on your way to create a visually appealing and engaging experience to everyone that visits your website.
Conclusion
So there you have it! CTAs truly are the unsung heroes of your website, guiding your visitors, sparking engagement, and turning casual browsers into loyal customers. Think of them as the friendly sales associates, showing people exactly where to go and what to do next.
But remember, there’s no one-size-fits-all with CTAs—what works wonders for one site might fall flat on another. That’s why it’s all about tailoring your CTA’s to your customer base. Knowing exactly what they’re looking for and what their tastes are. Figuring this out might take a few tries on the drawing board, but play around with different designs, words, and placements until you find the perfect combo that clicks with your audience.
