Call to Action: what it is and how to best use it

Often in the world of digital marketing, we hear about Call to Action (or CTA). I talk about it in my articles on how to grow on social networks.

But what are they and why is it important to use them? Read on to find out and start using them successfully within your content.

What they are and why they are imported

In web marketing, Call to Action refers to everything that calls a user to action. It is therefore a strategy aimed at conversion.

Each CTA must be studied and structured according to its objective. Here are some examples of purposes that you too may need:

• lead generation: acquire new potential customers,

• engagement: increase the number of interactions under a post,

• sale: closing the sale of a service or product,

• registration: acquire user data useful for subsequent communications.

Create a successful CTA

When we go to study a Call to Action, we must go to keep in mind what are the factors that will determine its success or not:

• graphics: what will it look like?

• position: where will it be located?

• copy: what will it say?

This is a CTA

Optimize your Instagram profile

Graphics

Since you have to get the user's attention, the design of a CTA is a fundamental element to make it effective.

When it comes to graphics, we cannot fail to mention colors. Many studies have shown how each color has the power to be perceived differently on a psychological level. Here are some of the most used colors in the marketing world and their meaning:

• red: it is the color of strength and love, but also danger,

• green: it is linked to growth, health, and the environment,

• blue: represents calm, trust, honesty,

• yellow: recalls optimism and happiness, but also anxiety,

• purple: is associated with wealth and trust,

• black: is the color of luxury and elegance,

• white: it is a symbol of purity, perfection, and elegance.

In addition to color, the shape of a CTA is also of fundamental importance. It is not necessarily necessary to go to create particular shapes, a simple rectangle is perfect. Just keep in mind that sharp angles scare people.

When choosing the most suitable color and shape, keep in mind that you need to create contrast with the background so that your Call to Action can be perceived to perfection.

Then there are other variables to take into consideration: the font, the character, the color of the character ... Our advice is always that of consistency: stay as much as possible in line with the image of the company and the product you are offering.

Position

Well, now that you have the basics to create a perfect CTA from a graphical point of view, let's try to understand where to position it to be sure to go and attract the attention of our customers.

Some questions you might ask yourself are: do I have to go and insert it at the top or bottom and again, right or left?

Surely a Call to Action positioned at the top is more likely to be seen. But be warned, if you are promoting a product or service, inserting a CTA right away is not the best move. People first need to know you and be able to trust you. You must therefore go and provide all the necessary information first.

Here are two concepts in the world of marketing:

• the Gutemberg diagram,

• the F pattern.

According to Gutemberg's principle, whoever reads an article focuses on the upper left area and the lower right area. Here, a solution could be to target one of these two areas, especially if it is content that is not focused on the text.

If, on the other hand, you are thinking of inserting a CTA within a web page with extensive textual content then the F pattern is for you. According to a study, users tend to read in the following way:

• first, they read the upper part of the content with a horizontal movement,

• then they lower their gaze, creating a second horizontal line,

• and finally, scan the left side of the content.

Starting from these ideas, you will have to try to understand the best strategy.

Copy

The third and final ingredient to creating a successful Call to Action is the copy, and so everything related to the text message. So let's see some indications that will allow your CTA to be even more persuasive:

• be concise: people don't like turns too much.

• arouses curiosity: a creative copy will certainly be able to attract attention more,

• highlight the benefits: highlight what the user will benefit from,

• arouses urgency: this will stimulate users to make a purchase,

• use the imperative: it will help you create immediacy.

Some examples of successful CTAs

The easiest way to find a winning Call to Action is to be inspired by the big brands in the sector. So here are some practical examples of CTAs that work:

• visit our shop,

• download the free guide now,

• add to cart,

• cancel when you want,

• watch free,

• try our service for 30 days,

• follow us also on Instagram.

Conclusions

Well, now that you've learned what CTAs are and their importance, you just have to start using them and watch your business grow.

Do not forget to go and test a CTA several times to understand its effectiveness and possibly modify it.