Getting your users to interact immediately is no easy task. The call-to-action is one of the most effective tools to achieve this, but not all CTAs achieve their objective. To do so, many other factors must be taken into account.
What is the call-to-action?
Call-to- action , or CTA, are buttons that invite and encourage users to perform a certain action with the aim of converting them into end customers. In other words, it is the connection between the normal content that the user consumes and a page with a much more interesting proposal for them. Once we have managed to get consumers to find us, we must guide them towards certain behaviors and actions that interest us. Without a doubt, it is an essential element in e-mail marketing, since it allows us to gain clicks and, therefore, customers who connect with us.Keys to creating a good call-to-action
To achieve full effectiveness with this type of buttons, they must be well designed and attractive. It is not as easy as it seems, but don't worry, we will give you the keys to make your call to action work:1. Know your audience well.
The first task is to segment your target audience well and get to know them in depth. This will help you create a specific, and therefore more attractive, call-to-action for each person you want to address. The design, content and number of CTAs must be in line with the type of client.
2. Take care of the copy.
Use direct, concise, and eye-catching language that piques their curiosity. Make it clear to them what they need to do, especially when multiple steps are involved. Users avoid complications – the easier you make it for them, the better! In fact, several studies have shown that the easier you make it for users to make less effort, the more effective they are.
3. Limit time.
People are more likely to take action when they see that there is a time limit. Use this factor to add more "urgency" to your CTA.4. Take care of the design.
It should stand out from the rest of the composition, but always in keeping with the style of your page. Play with shapes, colors and textures. The button should be large and in a contrasting color so that it is fully visible, while always respecting the aesthetics of your design. And don't forget to coherently distribute the elements that form part of your CTA.
5. Place it in the right place.
Keep in mind that this is an advertising format and it should reach the maximum number of people. Therefore, put yourself in their shoes and think about where their gaze will go when they open your page. Placing it in the upper right-hand corner of the screen is a good option, since our gaze usually tends to go there first. But everything will depend on the website model and the needs of each company.
6. Be creative.
The key is to get the user's attention, and to do that there's nothing better than being original. Make sketches and see how the best are doing it. All of this will help you get inspired. And, of course, ask yourself if you would click on it .
7. Don't overuse elements .
Add white space, because if you overload it too much, your client will be confused. Adding too many elements around it will cause a greater distraction for the user, who will have a harder time identifying the main focus.
8. Use metrics .
Measure the effectiveness and clicks of your buttons to identify which ones are not so appropriate and readjust them. Put all our advice into practice and guide your clients towards your objectives. Test, experiment, put yourself in the user's shoes... and you will see how your click ratio will increase considerably. And if it is still not very clear to you, we summarize everything in this image:
