A 'Call to Action' (CTA) is a marketing term used to describe a prompt on a website that tells the user to take some specified action. A call to action is typically written as a command, such as 'Sign Up' or 'Buy Now' and generally takes the form of a button or hyperlink. In digital marketing, it's a request for the user to respond in a particular way.
CTAs are crucial in navigating a user through the buyer journey and prompting them to convert, i.e., to make a purchase or fill out a form. They can be used in product listings, email marketing, webpage banners, blog posts, and pretty much anywhere you can market your proposition.
The main goal of a call to action is to persuade the user to interact with your content in a way that benefits your business. This could be making a purchase, signing up for a newsletter, or sharing content on social media.
A compelling call to action should use action words, create urgency, provide a clear benefit, and stand out visually.
Many digital marketing and website design tools, such as Google Analytics, WordPress, and HubSpot, have features to help you implement and track the success of your CTAs.
CTAs can increase engagement on your content, drive user behavior, and generate leads and conversions. They also give the user clear instructions on what to do next, making for a better user experience.
A well-crafted call to action can drive consumer behavior and increase conversions, making it a crucial tool in digital marketing.