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Preparing to Create a Call to Action
Before creating a call to action (Call to Action), the uk email database marketer determines which part of the funnel the user should be directed to, as well as what action to push them to. Not only the end result is important, but also the way it will lead to it.
This could be a path from an advertising banner to a website, from a pop-up to a specific section or to a data collection form. For this purpose, he develops a user journey map and places calls to action at key points. A key point could be:
advertising banner;
site login page;
a marketing block on the entry page or an offer to go to another page: for example, an announcement of the “2+1” promotion and a link to it are added to the product image;
basket, checkout page, personal account;
letter from the mailing list.
How to Create a Call to Action
To create an effective call to action in an ad, you need to develop the text and design, and choose the optimal place to place it on the page. Let's take a closer look at what you should pay attention to.
Text development
To properly formulate a CTA, ask yourself: “What value will the visitor receive by clicking the button?”
One popular approach to creating text is to supplement the phrase “I want…” on behalf of the user, for example: “download instructions”, “get access” or “take advantage of a promotion”.
It's also helpful to use time restrictions (e.g., "Offer ends...") and communicate no obligation (e.g., "Sign up without credit card details").
Design creation
The key is that your call to action should stand out from the overall design of your website or email. This will grab the attention of your users.
Here are some ways to emphasize your CTA:
use a color that contrasts with the rest of the colors on the site;
Increase the size of the button to make it more visible and accommodate more text;
add animation, but make it unobtrusive;
Free up space around the button to emphasize its importance;
use images and arrows to direct the visitor's eye to the button;
Determining the location
Most often, the button is placed on the first screen or "before the fold line", and this is not accidental. Research shows that visitors pay attention to the first screen 80% of the time.
Determining the location
Source: shutterstock.com
It is also effective to use calls to action in combination with pop-ups. However, it is important not to overdo it and choose the right moment and trigger for their display. For example, if a pop-up appears five seconds after entering the site, it can irritate users.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
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