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CTA (Call To Action)

CTA is an acronym for Call to Action, which is a key concept in digital marketing. But what exactly is CTA and why is it so important?

Rasmus Jacques
- PPC specialist
Last updated: Jul 25. 2023

What is CTA?

In short, a CTA is an element designed to get a user to take action on a marketing effort. CTAs can take the form of many things, including text, an image or an animation that prompts visitors to take a specific action.

The desired action can be anything from downloading an e-book, signing up for a newsletter, visiting a page or buying a product. The CTA must be designed and placed strategically to grab visitors' attention and increase the chances of converting them into customers. Having an effective CTA is crucial as it can impact the success of your business in terms of increased sales, more leads and more traffic to your website.

Why is CTA so important?

As an internet user, you'll encounter CTAs everywhere, and for good reason. Imagine you see an ad for a must-have lamp while scrolling through social media. But when you click through to the website, there is no information on where to buy the lamp. In other words, the website lacks a CTA.

But CTAs are important for several reasons. Because the CTA navigates the user's journey through your website and helps the potential buyer find their way to the company's desired end goal: the shopping cart. Without a CTA, the user could potentially abandon the purchase and the business will lose the customer.

Furthermore, CTAs passively convert visitors into active customers because visitors will be guided towards a purchase. The passive conversion is a key component of any successful digital marketing strategy.

How to create an effective CTA

There are several critical components of an effective CTA. The best CTAs are clear, concise and have the potential to convert the user from visitor to customer.

Humans are, in many ways, simple creatures who thrive by using the fast-thinking and intuitive brain system rather than the deliberate and slow-thinking system.

Therefore, it can be a good idea to simplify your CTA, for example, presenting it as a button or link that the user can easily understand and click on - without having to think too much.

For the same reason, you can use imperatives such as "buy now", "get your free trial", "sign up here" and so on. The tone of voice is also worth thinking about.

If your CTA contains the text "read more here", it's unlikely to generate many clicks because it requires a lot of effort to read. If instead it says "learn more here", more users will be inclined to click because the tone of the language changes, giving the user a sense of accomplishment with a simple click.

Below is an example of a CTA: A button that directs the user to the front page of Webamp's knowledge universe, Academy, where they can learn about almost everything in digital marketing.

CTA in practice

Imagine you have an online store that sells lamps. Your main CTA could be a button that says "see our collection" that, with a single click, directs the user to a page with all your products.

But one CTA is not enough. Each individual product can then have its own CTA, like "Add to cart" or "Buy now". This way, your CTAs guide the user on a clear and predictable path to the shopping cart.

But CTAs can't stand alone in a good marketing strategy. Remember, an effective marketing strategy involves a combination of many different initiatives - from search engine optimization to Google Ads and other SEA initiatives. Your CTAs need to work in harmony with these strategies to ensure you reach your overall KPIs.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.

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