A call to action (CTA) is a button that promotes an offer and links to a landing page. The main purpose of a CTA is to compel users to take some specific actions. After all, you can't get leads to convert without a smooth conversion process.
CTAs are generally some action phrases, such as ‘buy now’, ‘download this’, and others that take the form of a button or hyperlink.
A CTA can be in the form of a banner, button, popup, or something else. Without a clear CTA, it is unlikely that a user will take any action. The user might leave the site without purchasing a product or signing up for your newsletter.
The role of your CTA is to convert your website traffic into warm leads and ultimately increase your sales. It helps your potential customers identify which action to take next so that you can move them down the sales funnel.
Here are a few best practices that can help you create effective CTAs:
Direct action verbs make for great CTAs, such as to request, download, discover, etc.
The key phrase that you use should be consistent with the offer and landing page.
Your CTA needs to stand out from the rest of the text on the page to grab your visitor's attention.
It's essentially said to use high-contrasting colors or accent colors that align with your color branding.
The placement of the CTAs is equally important if you want to grab your user's attention. Here are a few proven tactics:
Run an A/B test to find out what type of color and design has the most impact on your buyer persona. Keep track of the results and analyze which CTA is performing better.
Always start with making small changes, such as modifying the color palettes.