Do you sometimes wonder if you have been charmed when you click all those buttons or texts that tell you to proceed, subscribe, etc.? I definitely do!
This reminds me of times when I subscribe to or purchase a service or product I do not need urgently or had no intention of buying. It also reminds me of the times I said ‘ooin’ to those that did not succeed in charming me. In case you are wondering where I’m going with this – those ‘charming’ buttons or texts are referred to as CTA.
So… what is CTA exactly?!
A Call to Action (CTA) is the part of your advertisement that tells your target audience what they should be doing once they click on your page. A CTA is a marketing term used extensively in advertising and selling. It refers to any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take action.
CTAs mostly use imperative verbs to prompt actions; before you get confused, a classic CTA you’ve probably seen around is ‘Click here’, ‘Call now’ or ‘Buy now’.
As e-commerce evolves and new businesses spring up, the need to increase customer base through various platforms has been on a rise. Thus, writing compelling CTAs to attract new customers seems to be the only way out. A good CTA provides customers with compelling reasons to purchase a product or service promptly rather than delay purchase decisions.
Turning a visitor to your page into a customer sometimes seems so hard. However, with the following tips, it’ll be easier to write and present a more successful call-to-action.
Start your CTA with a strong command verb like shop, order, etc. These words that provoke a sense of urgency and the need to buy a product or service immediately. It’s also important to include the benefits or values the customer would enjoy. A compelling CTA, thus, does three things- conveys value, creates urgency and is clear.
Place CTAs above:
The placement of call-to-action at the top of a page creates a sense of urgency and successfully catches the attention of potential customers before they get bored and exit the page.
Use color and contrast to your advantage
the use of high contrasting colors for your CTA grabs and directs attention to the necessary action you want the visitors to your page to perform. Using warm colors such as wine, red, orange, etc. for writing your CTA creates a sense of urgency because of its boldness and sharpness. Colors such as green, blue and purple create a calming effect necessary for reconsideration at first glance.
Use a size that stands out
it’s important to size your CTA in such a way that it draws attention. So it can not be missed at first glance. Note, however, it should not be too big because it’ll distract customers from actually going through your page neither should it be so small that it will be lost in the clutter of other written text or graphics. The most important thing is to strike a balance between big and small so it’ll grab attention yet not distract.
shapes definitely make things seem more interesting and intriguing. It’s way better to use colorful shapes to present CTAs than plain text because plain is boring and shapes stand out. Using different shapes for presenting CTAs presents a higher percentage of being clicked on as opposed to text.
Using the CTA tips above is like cooking a pot of stew with the right ingredients in the appropriate quantity. It’ll definitely draw people in and capture their attention and Viola! More customers buy your products and services.
Read on reasons to hire a copywriter here.