To better understand the importance of CTAs for CRO strategies, let’s give an example: imagine the Netflix website without that beautiful red button in evidence, but with an anonymous gray link that says “Register”. The website without the Call to Action would clearly not have the same persuasive power, especially for those people who decided to give the product a chance.
There is no point investing time and energy in the website, sales page, email marketing, e-commerce and advertisements, if we do not foresee a strong call to action for each of these tools, which explains to the reader what we want them to do.
When we come across an ad on the web that catches our attention, we expect it to clearly invite us to take action, taking us by the hand.
How to write an effective CTA?
A good CTA is therefore essential for any marketing effort, otherwise fax lists you will waste energy and lose many potential customers. So, how can we make one that is effective? Unfortunately, there is no magic wand and often the best teacher in this field is experience. But there are still some guidelines that you can follow.
First, we must ask ourselves what we want the user to do and, more generally, what is the overall purpose of the text they are reading.
The goal can often be to directly convert the visitor into a customer “Buy now”, “Add to cart”, “Subscribe now”, “Request a quote” (but also “Request a demo”, in the case of a B2B website).
But it can also be an informative text, such as a newsletter (or a sponsored post), whose purpose is to increase awareness and consideration of the product among the public. And then the various “Learn more”, “Read now”, but also possibly “Download the e-book”.
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