Call to Action (CTA) are defined as any messages inviting the user to perform a specific action.
You can see the most common CTAs almost every day, such as "Add to Cart ”, "Buy Now”, "Subscribe”, or “Download for Free“. You will encounter CTAs in almost every digital platform from e-commerce sites to technology sites, news sites, and corporate websites; mostly in the form of a button.
CTAs are becoming more and more common and this is reducing their effect because they are everywhere on the web. In other words, it is becoming increasingly difficult to deliver a message to a user or potential customer.
Clarity: You must create your CTAs with a direct and straightforward message because users would want to know what happens when they follow through with the desired action (for example, when they click the button).
Design: A good CTA is not just about the right text. It also needs to have the right colors and design. For instance, an appealing CTA can be created with the right color, shape, and contrast choices.
Social proof is refered to the provision of testimonials from previous users to convince users of your credibility and to establish reliability.
By using Facebook Pixels or Google Remarketing offers, you can present CTAs to segmented users who have visited certain pages or performed specific actions on your website. With a more personalized communication experience, the likelihood of user engagement will increase. For example, you can increase the conversion rate by showing ads which are aimed at people who have viewed certain categories on your e-commerce site or who have added products to the shopping cart but have not completed their order.
In the example above, there is a Facebook Carousel ad for Red Beard Coffee, which targets real coffee drinkers. The CTA of "Earn 50% Discount” by giving a discount code to a specific audience is an example for retargeting.
Whether you provide services or sell products, you can attract users by highlighting a specific problem which your potential customers may have faced in the past. Then, with the help of a CTA, you can emphasize that you have a solution to this problem.
In the example above, you can see a brand that offers stock photos. “Don't settle for bad stock visuals. We have real visuals from the real world” is paired with the "Use better visuals" CTA and is able to draw traffic to the website.
Neil Patel, whom most people in the digital marketing sector are familiar with, communicates with his users through a "Do you want more traffic, more sales?" CTA. The CTA is successful to encourage users to write their email addresses on the relevant form. This also gives users the chance to get in touch with site admins who are always there to help.
The most important feature of CTAs is that they are customizable by the user. Different fonts, different colored-texts, different sizes are often used in CTAs. However, in Instagram, which is very important for almost every brand today, it is not possible to create a customized call to action button.
Nevertheless, the space reserved for the website link on the Instagram bio section enables users to have different colored and thicker font texts. This means that you can use your creative CTA there.
In the example above, you can see a customized CTA link on Instagram.
Sometimes, when you say it should be "better ”, or “more creative", nothing comes up. In such cases, sticking to simpler ideas will save the day. Simple CTAs that attract the attention and curiosity of the target audience prove to be more clickable than you think.
The above is a delightful visual example of a simple and creative CTA. "Let us find your next car. This will be much easier than drawing." Don't you think it's amazing?
Because the company did not get the expected results from the A/B split test, they thought they should go with something simpler. So they prepared this image and were rewarded with an increase in conversion rates by 33.5%.
CTA text is written in a darker box as compared to the background color. This box in the form of a button is not interesting when it is viewed as a CTA. However displaying CTA text in different colors and fonts on the button draws more attention and encourages clicks.
Most designers and marketers do not prefer sudden transitions between fonts, however, using the right color and the right fonts can really prove useful.