In this article, you'll learn...
- How to effectively place and use a call to action to stimulate conversion
- What types of CTAs to use for various page types
Conversion is the mechanism and process of pouring targeted consumers into, through, and out the other side of the marketing funnel. In day one of this five-part crash course, we explored the economics of conversion. In part two, you'll learn how to effectively use the ever-so-crucial call to action.
Day 2: The Call to Action
How do people convert?
In simple terms, they interact at a designated conversion point. They do this—and are triggered to do this—by a call to action.
What is a call to action?
A call to action (CTA) is an interactive instructional device intended to solicit an action from your visitors. A CTA has four main components:
- The Call. This is the instructional language used to request that the user interact in your desired way.
- The Action. On the Web, the most common action one can take is to click a button.
- The Outcome. The outcome is what happens when the action is taken, and it should correlate strongly with the call. In other words, it's the delivery on your promise. (e.g., "Download free whitepaper" indicates that clicking the button will begin a file download without a request for payment).
- The Design. How your CTA is presented visually plays a big part in how people respond to it (e.g., size, color, shape, contrast to rest of page).
A CTA for Every Page
As Mick Jagger sang so eloquently: "You can't always get what you want." But if you don't ask for what you want, you won't get anything. Accordingly, any page you create is a wasted opportunity if it doesn't specifically make a request of your visitor.