Call to Action: Kitty with a Bullhorn

A Call to Action (CTA) is a prompt or directive that encourages an individual to take a specific action. CTAs are commonly used in marketing, advertising, and web design to guide and motivate users or potential customers to perform a desired task. These actions can vary widely depending on the context and the goals of the entity using the CTA.

CTAs are typically designed to be clear, compelling, and easy to understand. They are often presented in the form of buttons, links, or other interactive elements and are strategically placed where they can be easily noticed by the target audience. Here are some common examples of CTAs:

  1. “Buy Now” or “Shop Now”: Used by e-commerce websites to prompt users to make a purchase.
  2. “Sign Up” or “Subscribe”: Encourages visitors to register for newsletters, memberships, or services.
  3. “Learn More”: Invites users to gather additional information or details about a product or service.
  4. “Download”: Encourages users to obtain a resource, such as an e-book, whitepaper, or software.
  5. “Request a Quote” or “Get Started”: Often used by service-based businesses to initiate a conversation or request for a quote.
  6. “Contact Us”: Prompts users to reach out for inquiries or support.
  7. “Share”: Encourages users to share content on social media platforms.
Banner call to action vector illustration concept with icon

If you are making a website, or have one already, ask yourself if you have or have planned for good calls-to-action. It needs to be super clear to any user who lands on your site what their next step should be.

Ideas for Calls-To-Action for your website

  1. Eye-Catching Banner CTAs: Banner CTAs are usually placed prominently at the top of a website’s homepage. These should be visually appealing and concise. Use striking colors, high-quality images, and compelling copy to encourage visitors to take action. For a WordPress site, you can easily create these using popular page builder plugins like Beaver Builder or Elementor. These plugins offer pre-designed templates for CTA banners, making it simple for even non-designers to create engaging CTAs.
  2. In-Content CTAs: These CTAs are strategically placed within the content of your web pages, such as blog posts or service pages. The key is relevance – the CTA should be directly related to the content the visitor is reading. Make sure your in-content CTAs offer something of value, like a free e-book or a newsletter subscription, to encourage conversions.
  3. Pop-Up CTAs: WordPress offers various plugins to create pop-up CTAs. Pop-ups can be designed to appear based on user behavior, like exit-intent pop-ups that trigger when a user is about to leave your site. When using pop-up CTAs, it’s crucial to strike a balance; don’t overwhelm visitors with too many pop-ups, and make sure the content of the pop-up is enticing enough to capture their attention.
  4. Footer CTAs: Your website’s footer is a common place for CTAs. Many WordPress themes include options for customizable footer areas. Footer CTAs are used for less intrusive actions, like directing visitors to your contact page or linking to your social media profiles. Simplicity and clarity are key in footer CTAs – make it easy for visitors to find what they’re looking for.
  5. Form-Based CTAs: Encourage user engagement by integrating forms into your website. Consider using form-based CTAs to capture leads, conduct surveys, or offer quotes. Ensure the forms are user-friendly and don’t ask for too much information upfront to reduce friction.

Conversation Rates

One of the goals of having a good CTA strategy is to have more conversions. Your conversion rate is a key metric in digital marketing and website analytics that measures the percentage of users who take a desired action or “convert” out of the total number of visitors to a website, landing page, or digital marketing campaign. Conversions can vary depending on the specific goals of the website or campaign, but common examples include:

  1. E-commerce: The percentage of website visitors who make a purchase.
  2. Lead Generation: The percentage of visitors who fill out a contact form or request more information.
  3. Subscriptions: The percentage of visitors who sign up for a newsletter, service, or membership.
  4. Downloads: The percentage of visitors who download a resource, such as an e-book or whitepaper.
  5. Social Media: The percentage of users who follow, like, or share content on social media.

The formula to calculate the conversion rate is straightforward. It is the number of conversions divided by the total number of visitors then multiplied by 100.

For example, if your e-commerce website had 1,000 visitors in a month and 50 of them made a purchase, your conversion rate would be 5% (50 divided by 1,000, multiplied by 100).

Conversion rates are crucial because they provide insights into the effectiveness of your marketing efforts and the user experience on your website. A high conversion rate indicates that a significant percentage of visitors are taking the desired action, while a low conversion rate may signal the need for improvements in your marketing strategies or website design.

By tracking and optimizing conversion rates, businesses can make data-driven decisions to improve their online presence, increase sales, generate leads, and achieve other specific goals. It’s important to continually test and refine CTAs, landing pages, and other elements to boost conversion rates and maximize the return on investment in digital marketing.

What to do if your CTAS aren’t converting?

If you have set up new CTAs on your site, but you aren’t seeing conversions, you should reevaluate your CTAs to see if they are effective.

  1. Analyze User Behavior:
    • Use website analytics tools like Google Analytics to understand user behavior. Look at where visitors drop off in the conversion funnel, how long they stay on the page, and which pages have the highest bounce rates.
  2. Review CTA Design and Placement:
    • Check the design, color, and size of your CTAs. They should stand out and be visually appealing without being too obtrusive.
    • Ensure CTAs are prominently placed where visitors can easily find them. They should be above the fold, meaning visible without scrolling, and strategically located on high-traffic pages.
  3. Improve CTA Messaging:
    • The text on your CTA should be clear, concise, and compelling. It should convey the benefit or value of taking action.
    • A/B testing different CTA copy can help you find the most effective messaging. A plugin like Nelio AB Testing or AB Split Test can be useful tools for AB Testing.
  4. Landing Page Relevance:
    • Ensure that the landing page associated with the CTA aligns with the user’s expectations set by the CTA. The content on the landing page should fulfill the promise made by the CTA. It should also give a compelling reason for the user to take the next action.
  5. Reduce Friction:
    • Simplify the conversion process. If your forms or checkout process are overly complicated, consider streamlining them.
    • Reduce the number of fields in your forms, as longer forms can deter users. Even removing the phone number field from a form can improve conversation rates by 5%.
  6. Offer Value:
    • Make sure the offer behind the CTA is enticing and valuable to your target audience. The more valuable the offer, the more likely users are to convert.
  7. Mobile Optimization:
    • Ensure your CTAs are mobile-responsive. Many users access websites from mobile devices, and CTA buttons should be easily tappable and legible on smaller screens.
  8. Social Proof and Trust Signals:
    • Incorporate social proof like testimonials, reviews, or trust badges to build trust and credibility, which can boost conversions.
  9. Page Speed:
    • Slow-loading pages can negatively impact user experience. Optimize your website for speed to prevent users from leaving before they see your CTAs.
  10. User Testing:
    • Conduct user testing to get feedback on your website’s user experience. This can uncover usability issues that may be affecting conversions.

Remember that the success of your CTAs depends on understanding your audience, aligning your CTAs with their needs and desires, and iterating based on real data and user feedback. By taking a systematic approach to optimizing your CTAs, you can improve your website’s conversion rates over time.

Amy Masson

Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.

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