Call to Action:
Author: Kurt Schauer
Whether you're looking at posts on Facebook or browsing the internet, the call to action is everywhere. Although this term is used frequently and happily, the exact meaning of the English expression is not always clear. That's why it's all the more important to understand the concept behind this form of call to action.
What does Call-to-Action (CtA) mean?
In order to use the call-to-action (CtA) sensibly and effectively, you should first understand what such a call to action actually means. First and foremost, it is a central element of your conversion strategy. The term comes from marketing and refers to a targeted call that is aimed at the intended target group and is intended to elicit an immediate response. In short: the call to action motivates your users to interact with your websites, posts or ads. This makes it an important tool in almost every area.
Where is the CtA used?
First things first: A call to action is much more than just a button that says "Buy now". Although many content creators understand this to be exactly what a CtA is, this button is actually the ultimate call to action. However, for it to be effective, you must first create a suitable lead-in. This lead-in prepares your visitors for the actual CtA. This includes, among other things, building trust and allaying any potential concerns. In concrete terms, this means that you use the call to action to show your users the way. What this path looks like exactly can vary depending on the situation. However, the goal is always to increase the conversion of your page. Classic examples of using a CtA are:
- registration on the website
- Sign up for the newsletter
- Adding interesting products to the shopping cart
- Leaving contact details to receive an e-book or white paper in return
- Start a download
- Request an individual offer via a contact form
- Direct access to an interesting article via the newsletter or an e-mail
- Registering for a webinar or watching informational videos. You often find such CTAs on landing pages.
- Generation of a voucher code that your visitors can use, for example, in your online shop.
- A request on a landing page to request content or purchase paid products and services.
- Creating a comment.
As you can see, the call to action is an extremely versatile measure that is of central importance in online marketing. You can use such a call to action universally, as long as it refers to the next logical step.
By the way: Did you know that the CtA is not a new invention and was already crucial for sales before the Internet age? Just a few years ago, companies used this marketing element in direct mail. Even today, you can still find such calls to action in advertising brochures.
What criteria must the CtA meet?
No matter which page the reader is on, every call to action has a clear goal. Therefore, the text included should always emphasize the added value that the user receives at this point. Limit yourself to a single action per CTA instead of combining several calls to action in one element.
When your visitors see your call to action, it should be immediately clear what will happen once they follow it. This could be registration, newsletter sign-up, or purchase. Basically, it doesn't matter where your CtA leads, as long as your visitors know what action is expected of them.
You can achieve this by carefully placing the call to action and visually highlighting it. If visitors have to search to find the CtA, they will quickly lose interest and possibly leave your website. This is definitely not a desirable situation.
Call-to-Action: Why is it so important?
The KAOS advertising agency uses the call to action specifically to increase conversion on your website. There is a good reason for this: visitors want to know what they can do next. Readers often scroll through the content, read some text and then leave the page. There can be many reasons for this: from poorly readable text to a confusing design to the irrelevance of the page.
The most common reason, however, is the lack of a clear call to action. As long as you don't tell the user what to do next, they have too many options. What this means for you is that informative and high-quality content alone is not enough. You have to show your visitors clearly where the journey will take them next. This has the advantage that you can reach the user directly and provide them with targeted support.
Which formats work particularly well?
The most popular format for a call to action is a highlighted button. Unlike the previously common hyperlink, this style element stands out clearly from the rest of the text. In addition, if the button contains a short and concise formulation, it particularly attracts attention. Ideally, the button text consists of two to three words that call for action. Longer formulations are also possible, but should not exceed two sentences. The reason for this is that your visitors have to read these texts first. Shorter texts are easier to understand because readers can take them in with a single glance.
The advantage of a pop-up window is that it can be controlled independently of user behavior. The window can "pop up" on the screen when the user has been on the page for a while or moves the mouse towards the tab area or the back button. Another trigger can be scrolling through the page, so that the window opens automatically. This targeted window opening creates an optimal time for the visitor to take action.
However, it should be noted that the pop-up window should not appear too early or too late, otherwise it may not receive the desired attention or even annoy the user.
Another option is HubSpot's meeting planner, which allows our customers to select a suitable date and time for an appointment. This free choice gives the visitor several options.
And finally ...
The call to action is an essential marketing tool that helps you achieve better conversion. It is a call to action that shows your visitors the next logical step on their customer journey. With a well-placed CtA, you take your readers by the hand and prevent them from missing the next step. This marketing measure is therefore generally suitable for a wide range of applications.
There are many design options for the CtA and it is entirely up to you. However, it is important that the wording is clear and easy to understand in order to make the CtA effective. Make sure that it is the next logical step and that the CtA suits your target group. If these criteria are met, your users can sit back and relax and follow the path outlined.
Any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
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