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CTA (Call to Action)
–Why is it so important?

Previously, we talked about how the composition, colors or appropriate hierarchy in design can help achieve the goal of attracting customer's interest. Today we will talk about another tool that assists actively in the process of attracting an audience and inducing them to use your services or buy your products. From this article you will learn what is CTA (Call To Action) and why it is so important. We hope you’ll enjoy the reading!

What is CTA?

The acronym CTA is formed by the first letters of the phrase Call To Action. The term refers to any element (logo, website, advertising flyer, etc.) that is designed with one thought in mind: to encourage an immediate purchase of a product or use of a service. In common usage, this acronym refers to the use of certain words, specific phrases, and other messages that directly encourage a particular action.

Application of CTA

Call To Action phrases, messages or incentives can be found in a wide range of marketing materials, regardless of the industry and the medium through which they reach the recipient. Call To Action occurs:
  • on websites – "Sign up for our newsletter",
  • w in TV/radio commercials – "Call us today",
  • in social media – "Click on the link in the description",
  • in newspapers – "Visit our store at X Street",
  • on the YouTube platform – "Click to subscribe",
  • and in many other places

What are the elements of CTA?

In marketing, Call To Action usually includes a verb in the imperative mode, aimed directly at the recipient. This is because this form increases the likelihood of an immediate response, which is the purpose of this tool. Here are some examples of CTA:
  • "Make an appointment today" – in the case of services,
  • "Buy now" – in the case of stores,
  • "Call us and find out more",
  • "Visit our store",
  • "Enter your discount code",
  • etc.
In the case of websites, the CTA purposes can be realized by banners, buttons, or links (referral links). The text is also important here, for example headings. On websites, Call To Action is supposed to encourage the user to click on a given place, e.g. a subpage with a product or an account creation form. In case of domains, the Call To Action is supposed to make the person who entered a given website become a customer.

Where the call to action may be placed

Depending on the type of marketing, the CTA may be placed in a different place. In the case of traditional forms of information transmission, such as newspapers, the Call To Action is likely to appear in the headline or at the end of the text. On the Internet, it can be found in the meta description (a brief description of the site in Google search results), advertisements, on the page, or in mailings.

Good CTA – Characteristic features

It is becoming more and more difficult to entice a potential customer to use your service or buy your products, due to the huge competition, especially online. Therefore, your Call To Action must contain a specific message. A simple command “Click” is not encouraging. Users need to know what they are doing, why, and what benefit they will get from doing it. Therefore, CTA should make a promise, inform about the benefit, and let the user express his or her need.

Good and effective Call To Action:

  • is short and comprehensible,
  • has a single purpose ,
  • is targeted to a specific recipient – "Buy today",
  • includes the benefits – "Try it free for 15 days",
  • highlights key elements of the offer – "The promotion lasts only 3 days",
  • guarantees security – "If you don't like the product, return it within one month"

Call To Action –Not only the content

Creating a good CTA will also include the visual layer. An effective Call To Action is readable and should display well regardless of where the user views it (on the computer, tablet, smartphone). The Call To Action should be in a specific place on the website, the so-called ATF, i.e. in the field of the website that the user sees before he or she starts scrolling down the page. It is good if the CTA also appears at the end of the page. Regardless of the place where the Call To Action appears, it should stand out from the rest of the text in terms of color, size, or font.

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