A call to action is a catchy phrase that leads to a finalization of a transaction. It encourages the client to purchase a product or to place an order. The main purpose of the CTA button is to get the user to conversion in the shortest possible time. Furthermore, call to action makes it easier to find relevant information on your website. Even newsletter subscription can be a goal for a potential client.

What does CTA mean?

A call to action is one of the final steps of a shopping path. This element is very similar to classic advertising because their goals overlap in many ways. Primarily, its purpose is to  motivate the buyer to move to the next stage of the sales funnel. One CTA will not not bring you immediate results — there is so much more to take into account! If a potential customer is not satisfied with the cost, quality, or other characteristics of a product or service, he won’t make a transaction, no matter how inventive is your call to action. You should know that some customers visiting your page may not be ready to make a purchase just yet! It is therefore important to consider when would be the best timing for showing the call to action. You can use CTA’s in many contexts. This could be subscribing to a newsletter, joining a group on a social network, recommending your service to a friend, filling out a form, or writing a review. Understanding the interests and needs of your own clients is the key to success. It’s important to segment and analyse the audience’s characteristics. Get to know the people that visit your site. This will help you create a much more effective CTA phrases.

Examples of popular calls to action

Your e-commerce shop is frequently visited, well-optimized, but sales aren’t rising? One of the possible explanations is lack of clear CTA phrases. There are hundreds of time-tested calls to action that can guarantee better conversion rate. For example, to encourage the client to register on your website or sign up to the newsletter, you can use some of the following messages:

  • If you want to be up to date with the fresh news in this field, subscribe!
  • Stay one step ahead of the competition — register!
  • Become successful by joining us!
  • Subscribe to blog updates so you don’t miss on any important events!
  • Register to see the new collection! etc.

To enhance your audience’s social engagement, use these CTAs:

  • If you like this post — click & share!
  • Did you like this article? Don’t forget to like!
  • Do you like it? Click on the heart!
  • Tag a friend! etc.

Encourage the user to make a transaction with these simple phrases:

  • Buy in stock
  • Order today to receive a discount!
  • Get started now
  • Sell your craft here

Keep the call to action as short and concise as you need. Be clear, do not overwhelm the reader with too much information. The effectiveness of a call to action is measured case-by-case. Therefore, do not copy — experiment!

Effective CTA in your email newsletter

Keep in mind that there is no universal call to action. However, there are several rules to an effective CTA in your email list. The call-to-action element in the letter should be surrounded by a blank space to capture the consumer’s attention. It should contrast with the background. Use brighter colour to differentiate the button from the rest of the content. The most important thing is to not overdo the visual appearance of the message (colours that are too flashy might irritate the user). Always choose buttons over text when constructing your emails.