CTA (Call to Action) Definition
What is a CTA?
A more technical definition: A CTA typically refers to a design element in digital marketing materials like a button, link, or image, which prompts users to engage in a specific interaction, ultimately driving them toward a particular outcome, such as making a purchase, signing up for a newsletter, or sharing content on social media.
The Significance of CTAs in Business
Basically, CTAs are the key to enhancing involvement. They tie together what a visitor is currently engaged in and a more in-depth connection with the brand. This relationship can go from buying something to gaining more knowledge or any other expected outcome. Without a clear CTA, users might wonder: "What should I do next?" This confusion can lead to missed opportunities for conversions.
A CTA placed well and explained simply helps users on their buying journey, making it simple and straightforward. If users get what step they're expected to take next, they usually show a higher adherence rate.
Reaching intended goals is of utmost importance to every business, and CTAs play a vital role in hitting these targets. The goals can range from growing an email subscriber base, completing sales, or advertising a new product. Essentially, CTAs give users the push they need to get the job done.
The Intersection of CTAs with CRO and A/B Testing
Conversion Rate Optimization, or CRO for short, is all about making pages on the internet better so that they can turn more visitors into customers. Having great Call-To-Action, or CTA, buttons is a key part of this. Basically, when a company gets the appearance, location, and wording of these CTA buttons just right, they can really help to boost the number of customers.
Using A/B tests can help to figure out which CTAs work the best. There is no way two CTAs are going to perform the same with different people or on different platforms. By looking at two different CTAs, companies can figure out which one gets the response they want more effectively.
Even small changes can make a big difference. You'd think that something like changing the colour of a CTA button, changing the words on it, or moving it to a different spot on a webpage wouldn't matter that much, but you'd be surprised. These kinds of small changes can change how people interact with a webpage a lot. This is why it's so important to keep testing and tweaking things: so companies can always be sure they're using the best possible buttons.
CTAs are very powerful tools that control how people interact with a webpage and can greatly increase the number of customers for a business when they're used correctly. After all, with careful planning, ongoing testing, and regular tweaking, CTAs can serve as a key part of every successful online marketing campaign.
Types of CTAs
Let's look at both common and fancy kinds of CTAs:
- Text Links - CTAs: Text links are the easiest type of CTA. They're generally placed as internal links within content to guide users onto another page or external links to a related source. An example can be a link for using our services from this page.
- Button CTAs - Button CTAs are pretty much always recognized, and they're mostly shown on websites with words that push action. These can include words like "Subscribe," "Buy Now," or "Get Started."
- Picture or Banner CTAs - Banners or picture CTAs are used to catch the user's eye. These are often placed in places with many visitors or within content, directing users towards things like deals, new items, or featured content.
- Pop-ups and Slide-ins CTA - Pop-ups and slide-ins are a little different. They show up over the content, usually because of something the user does. A pop-up might show up when a user tries to leave a site, offering a deal or asking for a sign-up. Slide-ins will usually come out from the side or bottom as the user scrolls.
- Floating or Sticky CTAs - Just like the name suggests, these CTAs stay in one spot as the user scrolls. They usually stay at the bottom or side, making sure they're always visible.
- Video CTAs - These CTAs are slipped into or at the end of videos, pushing users to see more content, go to a page, or do something else. As more users watch videos, these CTAs are becoming more important.
- Social Media Sharing & Following CTAs - These CTAs are placed into things like blogs, articles, and other content. They gently push users to share the content on their social media or follow the company's social media pages.
- Lead Generation Form CTAs - These CTAs are made to gather information about the user. Usually, they offer something in return, like a free e-book, a subscription to a newsletter, or a free trial.
- Interactive CTAs - These CTAs are all about interaction, needing more than just a click. Users might have to play a short game, take a quick quiz, or do some other fun task that makes them interact with the content.
- JavaScript-based Injection CTAs - These CTAs are more advanced. They're put into content based on things like how the user behaves, where they're from, or what they choose. This makes sure the CTA fits the user well. If a user reads a lot about "digital marketing" on a blog, for example, they might get a CTA asking them to take a related digital marketing course.
Whether they're simple or fancy, CTAs come in many forms and give brands countless ways to steer users. The tough part is choosing the right one that suits the platform, audience, and desired outcome. At the end of the day, however, the ultimate goal never changes: to push a wanted action and make the user experience better.