Every seasoned B2C marketer has created a call-to-action (CTA) at one point or another. It’s an essential part of any marketing campaign and for a good reason: A CTA encourages an audience to take a specific action, usually in the form of a purchase or sign-up.
But simply knowing what a CTA is designed to do doesn’t mean you’re using it to its full potential. In order to get a complete grasp of what makes a CTA valuable, we reached out to Sean Haren, an Internet Marketing specialist, and Matias Rodsevich, founder and CEO of PRLab, a PR agency situated in Amsterdam that works with startups and scale-ups in technology.
Here’s what we learned:
What makes a good CTA?
As you know, a CTA is meant to influence your audience to take action. It can help to increase conversion rates and ROI, while also providing valuable insights into customer behavior. But what makes a CTA good?
“A strong CTA will be clear and concise and will use persuasive language to encourage the audience to take action,” Haren said. “A good CTA will also be relevant to the product or service being marketed and will be targeted at the right audience.”
Beyond catering to your audience’s needs, your CTA must also have strong ties to your brand persona.
“The value of CTAs lies in the fact that it actively engages the audience, but more importantly, it cements the company’s values and position in social debates and discussions,” said Rodsevich.
Creating a CTA that accelerates conversions
Brands create CTAs in order to increase sales and conversions. CTAs are important because they can be used to track the effectiveness of a marketing campaign and can also help to boost brand awareness and engagement.
When creating a CTA, Haren says it is important to consider the following:
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The type of action you want the audience to take
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The language you use
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The location of the CTA
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The design of the CTA
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The offer you are making
But that’s not all. There are a few other points you want to consider as well:
1. Relevance is key. The CTA should be relevant to the target audience and the product or service being promoted.
2. Placement is important. The CTA should be placed in a prominent location on the page, such as above the fold or alongside other key pieces of content.
3. Language matters. The CTA should use persuasive language to encourage the audience to take action.
4. Testing is essential. Always test different versions of the CTA to see what works best for your target audience.
The value of a good CTA cannot be understated. It’s the difference between customer satisfaction and unfulfilled conversions.
