Call-to-actions: What are they and why are they important?

Call-to-actions: What are they and why are they important?

24 January 2017

Website Call-to-Actions

“Call-to-actions”, ever heard someone mention it, or as it’s sometimes known, a CTA? The answer is that it is more than likely you have. But are you unsure of the meaning? Or want to know why using them is important to any business? Read on…

A call-to-action has been defined as being any device which has been designed to prompt an immediate response or encourage a sale. In general, this usually refers to the use of specific words or phrases which can be incorporated in to advertising messages, websites and sales scripts to incite clients and prospects to act.

Examples of these types of call-to-actions are “find out more”, “call us today” or even “claim offer”. This language gives the consumer a compelling reason to take action and often aspects such as time constraints and monetary value can create a sense of urgency and play a large part in how persuasive a CTA can be.

While this is true CTAs are not solely limited to words, particularly on a web page. A CTA can be a banner, a button, a link, a graphic or even an image. By using these call-to-actions businesses are instigating a pathway which they would like the consumer to follow. The aim here is to convert a user into a lead. The success of this is often measured by a conversion rate which calculates the number of clicks in comparison to how many saw the CTA.

Some other examples of CTAs are listed below:

  • Download
  • Subscribe
  • Share
  • Add to basket
  • Free trail

So why are call-to-actions important?

Call-to-actions give the client/prospect/consumer something else to click on or do after seeing your initial message. Using this behavioural driver helps to keep them engaged for longer and therefore for more likely to turn into something more profitable, creating leads and hopefully customers.

Furthermore they also give an indication to a business of whether their website functionality is good, or bad in some cases. A call-to-action is a direct focus and gives the prospect a clear route to your intended goal.

Our recommendations:

  • Keep it short and sweet – don’t have massive sections of text, they’re not appealing and will be overlooked.
  • Make it readable – your prospects and customers probably won’t understand technical jargon, simple text which is informative is your best bet!
  • Keep it snappy – use phrases which are more than simply “click here”, switch these out for phrases like “get started” to make it more interesting.

Tienda Digital specialise in e-commerce solutions and have an extensive portfolio of successful online store development. To find out more, contact our team on 01772 393989 or email us at hello@tiendadigital.co.uk.