Call-To-Action (CTA)
Short Definition:
A call-to-action (CTA) is a communication tool used mainly on websites and advertisements to influence visitors to take action towards a specific goal. Most often, you will see a call-to-action button encouraging visitors to take the desired action. The button can be placed anywhere on the page but is more effective when placed above the fold, and in the center of the page.
Defined Answer:
What is call-to-action?
Simply put, call to action is an influential marketing term for an interactive device designed to prompt a response or prompt an instant sale. A CTA usually refers to any words or phrases which can be integrated into marketing messages, advertisements, blog posts, or websites, which prompt an audience to take appropriate action. The “demand” side of a campaign is referred to as the “demand-side,” while the “supply” side refers to the capacity of the system to satisfy that demand.
In online marketing, the term “call-to-action” is one of the most important buzzwords in use today. It is used in almost every aspect of e-commerce and sales communication. The main reason behind its popularity is its inherent value as a marketing tool.
Conversion Optimization
A well-designed call-to-action website will convert better than a dull, black sales letter, ad, or marketing page. The call-to-actions ability to spark customer interest and provide a clear call to action provides the greatest conversion rate.
For our purposes, a call to action can be understood to be anything on a web page that prompts a potential customer towards a conversion – such as filling out a survey, submitting a review, downloading, registering information, etc.
In other words, it could be anything on a marketing page that prompts a potential customer to engage and make an informed decision. This article will provide examples of how this term is used and what types of examples it should not be used.
Where Is A Call-To-Action Used?
One popular web page where a call-to-action is often seen is the “about” page for a website. This page typically includes a few descriptive lines that allow the reader to get a little more acquainted with the site in question. At the end of this page is about page, a section that encourages visitors to contact the webmaster via email or visit their website.
While this example might seem very small, it contains precious conversion statistics: Each email that is sent or received increases the number of new pages that are created or visited, and each new page created or visited increases the number of people who are aware of the existence of the page, and therefore more likely to be interested in the products or services offered by the site.
Another example is the landing page for a website. A landing page is usually concise (a couple of sentences or a few paragraphs) and contains a single call-to-action (the “buy now” button). If you look at the conversion statistics for these pages, you will see that nearly all of the visitors that come to the landing page are interested in buying the product being offered – since they usually arrive from advertisements online.
There’s more to conversion than just the number of clicks and conversions, though. Other factors play a role. For example, if a web page contains ads or links that draw on the visitor’s emotions (such as fear or excitement), those factors may greatly affect the conversion rates. It’s also important to place a lot of importance on link-building strategies. The quality of the links that a site receives can greatly impact the conversion rates for a site.
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