6 rules to follow to create a performing call to action

The call to action is an indispensable digital tool to guide the user navigation experience; however, many companies still underestimate its potential for the effectiveness of the UX and the ability to support conversions into leads.

In today’s article, we’re bringing you 6 best practices to turn your CTAs into a customer-generating and business-boosting machine. Read on to find out!

Call to action: why it is important to optimize it

A CTA is a button that invites the user to perform europe cell phone number list an action and can be placed on a page of the company website or in an email. If used correctly, it proves to be a strategic and functional tool, capable of involving the prospect, encouraging him to complete a path.

An effective call to action is recognized because it is persuasive, graphically interesting, capable of intriguing the reader and pushing him to take a further step; improving its performance is essential to guide the user along the funnel and improve the browsing experience.

The most complex aspect concerns the analysis of the elements to be optimized to obtain the best results.

Continue reading the article to discover the 6 main aspects of a successful CTA.

Make the value proposition clear

The goal of a CTA is to convey the value of the offer or service being proposed, encouraging the user to take the suggested action.

New Call to Action

The first tip is to structure the call to action so that the value proposition clearly emerges ; at this stage, it can be useful to retrace the buyer’s journey, the most complex challenges that the user wants to overcome, as well as his needs.

It is therefore necessary to take stock of the advantages and benefits that the prospect could derive from the proposed service, re-proposing the offer through strategic keywords. Some keywords could capture the visitor’s attention, highlighting the company’s ability to offer a personalized solution that lives up to expectations.

Opt for a simple structur

Did you know that simplicity helps make the CTA effective? So, in addition to immediately transmitting the value proposition, it is essential to opt for a practical, coherent and linear structure.

The body of the text must be short and composed of:

clear and direct title

short bullet list (to highlight advantages, critical points, challenges or objectives)

invitation to take action

Again, before preparing the draft text, it is a good idea to carefully evaluate the message you want to convey. Once the button is clicked, the user must get exactly what they expect: it could be a free demo, exclusive content, or an appointment for a consultation.

call to action

Use empathetic communication

Even when writing a call to action, it is essential to opt for empathetic communication, which knows how to excite the customer. Managing sensations and guiding them in the most advantageous directions for the company can be complex when it comes to CTAs; as we have seen, in fact, the texts must be short, clear and get straight to the point.

There is no room to range between different themes or aspects, it is necessary to grasp the user’s need without beating around the bush and demonstrate the ability to understand and empathize.

4. Don’t forget the graphic aspect

The goal of the CTA is to intrigue the user, guiding them in the journey and encouraging conversion. The graphic component plays a crucial role in the success of the strategy and in achieving objectives, giving the right emphasis to functional and targeted copy.

Among the tips that are good to apply, we suggest:

style — on a web page or in an email, the CTA must stand out; yes to bright colors even if they do not recall the company’s ones; you can opt for different shades than usual, as long as they are in harmony with the context

positioning — it is very important to place the CTA in a visible point, where you are sure the user will stop during navigation; among the best positions on a website, we find the beginning of the page, the middle of a blog article and the sidebar ; the ideal is to do a test on the best position, keeping the one that allows you to reach the highest number of conversions

5. Choose an appropriate call to action

Linearity with respect to the messages conveyed is another aspect to consider when preparing new CTAs or optimizing existing ones.

It is good to remember that these elements must always be consistent with:

the service or solution offered

the user’s needs

the desired action

tone of voice and corporate image

Convey a sense of urgency

When it comes to calls to action, the sense of urgency associated with the exclusivity of the offer triggers greater desire. Terms such as today, now, now, start, and begin convey the need to make a decision to obtain a benefit immediately.

The user is even more likely to take action when he or she feels he or she might miss an important or short-term opportunity.

In this regard, the time factor is another element to pay attention to: if on the one hand it is necessary to convey urgency with respect to the possibility of seizing the opportunity, at the same time fast and goal-oriented services have more value in the eyes of buyers.

Phrases like quick success, immediate advice, quick solution stimulate action, offering a sense of relief at the possibility of achieving immediate results.

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