What is Call to Action or CTA?

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In advertising, communication, or websites, a
call to action is a portion that encourages a
visitor to take action. Frequently used calls to
action (CTAs) help businesses convert site
visitors and readers into sales leads. In
accordance with the contents goal, CTAs can
drive diverse types of actions.
Calls to Action 4 Ways to Use Them

• Marketing tools such as a call to action drive
  web traffic to a companys site. A CTA should
• Attract customers to their websites Businesses
  can attract customers to their websites by
  directing them there. They will then learn more
  about the company and its products.
• Making a sale A CTA is a way of turning
  awareness and interest into a sale. A sales
  funnel is a way to connect brand awareness and
  conversions. The conversion rate of a CTA the
  number of unique visitors who respond to it is
  high with effective CTAs.
• Lead generation The CTA feature is used by
  companies to identify their target audience and
  generate leads, i.e., individuals who are curious
  about what a company has to offer and are likely
  to become future customers. To market directly to
  these customers, companies create email lists
  from these groups.
• CTAs direct people to your website They make it
  simple for someone to obtain the information they
  need. With a click of a link, you can lay your
  products at the doorstep of your customers, so
  they can buy with ease.

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What is a call to action example
Any demand or request that you make of a user on
your site would be a call to action, so depending
on the context, this can take many different
forms. CTA buttons on websites can be
incorporated into a blog posts closing
statement, or as a line in an email.

• The call to action buttons of a B2B company could
  read as
• To get started, click here
• Join now
• Trial Offer
• Contact Sales

• You might typically see these types of calls to
  action on a blog
• Continue reading
• Become a subscriber
• Donate to our sponsor
• Spread the word on social media

Click-through rates can be improved by clearly
communicating what the user can expect when they
click on a button or take the next step.
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What is the purpose of a call to action?
This key element of a webpage indicates what the
user should do next with a call to action. It is
not obvious to the user what steps they need to
take to complete a task such as purchasing a
product or signing up for a newsletter without a
clear CTA. Potential customers can tell which
action they should take next by using a call to
action, removing friction in their sales process.
If multiple actions are desired by the user,
multiple calls to action can appear on the same
page. A reader will likely leave a website
without seeing the call to action at the bottom
of a post when they come to a blog. You can,
however, encourage users to hang around the site
if there is a call to action at the bottom of the
post. This can lead to them looking for more
articles on the site, or to signing up for an
email newsletter.
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What makes compelling call-to-actions

• CTAs are created using a variety of strategies.
  These are a few examples
• Designs Simple, bright buttons on a page or in
  an email grab a users attention. A contrast
  between the button color and the pages
  background color works well.
• Visible Generally, the font size for the call to
  action needs to be large enough to draw
  attention.
• Offering a clear benefit Telling the user
  clearly what he or she will receive from
  completing the transaction is an effective method
  of enticing them.
• Text That Is Actionable As the name suggests, a
  call to action is intended to encourage users to
  act, so a good CTA should contain action words
  like discover, learn more, and buy now.
• Concise Its important for a call to action to
  be as brief as possible, not a long sentence.
  Calls to action shouldnt exceed six to seven
  words.
• Sense of Urgency On the internet, customers are
  easily distracted by advertisements, so a sense
  of urgency such as a limited-time offer may
  prompt them to take action right away rather than
  delay.

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Testing CTAs using A/B tests
Different audiences respond differently to
different calls to action. The effectiveness of
each call to action can never be guaranteed. An
effective call to action can be measured by
dividing the number of clicks by the number of
impressions that the CTA is seen, which is the
amount of times the CTA is displayed. You can
use an A/B testing platform, such as Optimizely,
to test the effectiveness of different calls to
action on your website. The data-backed
information provided by this method will help you
improve the conversion rate of your CTAs.
A call to action strategy

• Have multiple calls to action
• Decide where to locate strategically
• Decide how much is enough
• Be clear about what you are offering

• Provide easy access to your CTAs
• Make CTAs a priority
• Contextualize your call to action

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50 Powerful Call-to-Action Phrases

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Summing it up
Call to action is an important part of the sales
funnel. They might be just tiny buttons but the
impact they can have on your business can be
mighty. Make sure to always add call-to-action
buttons that resonate with your business and its
tone.
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