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Call-To-Actions: What Are They And Why Are They Important?

“Call-to-actions”, ever heard someone mention it, or as it’s sometimes known, a CTA? The answer is that it is more than likely you have. But are you unsure of the meaning? Or want to know why using them is important to any business? Read on…

A call-to-action is designed to prompt an immediate response or encourage a sale. In general, this usually refers to the use of specific words or phrases which can be incorporated into advertising messages, websites and sales scripts.

Examples of these types of call-to-actions are “find out more”, “call us today” or even “claim offer”. This language gives the consumer a compelling reason to take action. Additional nudges such as time constraints can create a sense of urgency and increase the persuasion of a CTA.

A website offers multiple chances to utilise a CTA, outside of key phrases like the above. A CTA can be a banner, a button, a link, a graphic or even an image. By using these call-to-actions businesses are instigating a pathway which they would like the consumer to follow. The aim here is to convert a user into a lead. The success of this is often measured by a conversion rate which calculates the number of clicks in comparison to how many saw the CTA.

Some other examples of CTAs are listed below:
  • Download
  • Subscribe
  • Share
  • Add to basket
  • Free trial

So why are call-to-actions important?

Call-to-actions give the client/prospect/consumer something else to click on or do after seeing your initial message. Using this behavioural driver helps to keep them engaged for longer and therefore far more likely to turn into something more profitable, creating leads and hopefully customers.

Furthermore, they also give an indication to a business of whether their website functionality is good, or bad in some cases. A call-to-action is a direct focus and gives the prospect a clear route to your intended goal.

Our recommendations:

  • Keep it short and sweet – don’t have massive sections of text, they’re not appealing and will be overlooked.
  • Make it readable – your prospects and customers probably won’t understand technical jargon, a simple text which is informative is your best bet!
  • Keep it snappy – use phrases which are more than simply “click here”, switch these out for phrases like “get started” to make it more interesting.
Pagio Digital specialise in e-commerce solutions and have an extensive portfolio of successful online store development. To find out more, contact our team on 01772 393989 or email us at hello@pagiodigital.co.uk.