A call to action (CTA) is very important in the world of digital marketing. A CTA is a tool that is supposed to elicit a quick response or a sales action by the lead or interested party. In digital marketing, a CTA will usually inspire or stimulate a lead to make a quick and easy purchase on a company website or a third-party that sells another company’s products. When it comes to webpage and digital CTAs, there are four important factors for you to keep in mind: wording, color, sense of urgency, and shape/size of web elements.
Call to Action Wording
Wording is considered by many to be the most important aspect of a CTA. Here are some things to consider when it comes to wording:
Make Use of Strong Command Verbs
You want to be clear and succinct in your CTA delivery. In most cases, you won’t have a lot of character space to discuss your message in your PPC ad or other CTA buttons. This isn’t the time to beat around the bush or draw out irrelevant topics that aren’t actionable. For example, Spotify gets straight to the point and starts their CTA with the action they want from their leads.
Tailor Your Command Verbs to Your Purpose
If you want to provide leads with more information, start off your CTA with “find out more…” or with “complete this form to…” If you want to highlight a whitepaper or a blog that your company endorses or promotes, then begin with words like “subscribe” or “download.” Those of you operating an e-commerce site should use CTAs that start with “purchase,” “buy,” or “order.”
Motivating Words are Key
You want to word your CTA so that it arouses interest and action from your leads. A motivating message or CTA can, in turn, motivate your audience to complete a sale or perform a different action that benefits your business. Present your CTA as a way to fulfill a goal or wish such as “a chance of a lifetime,” “the best deal in their area,” or “a dream cruise or trip.” Make your CTA present an opportunity that simply must be taken.
Colors That Elicit Action
The importance of colors for your CTA cannot be overstated. Here’s what most digital marketing expert have to say about this essential factor:
Show Colors that Bring Attention to Your CTA
You need your CTA to stand out, and the right color is one of the most effective ways to do so. Pick a color that makes your CTA impossible to miss and you’ll surely improve your sales or page visits. One important way to do this is to use a high-contrast color for your CTA relative to the rest of your site, which indicates that this message is particularly special and worthy of your lead’s attention.
Use Colors Consistent with Your Brand
People will judge the colors that you use based on how well they relate to the usual colors of your brand. Colors that detract or clash with your brand’s normal image can negatively impact leads’ impressions of your brand, and thus hurt sales decisions. Teamwork does this well with a clear connection between the company’s logo and the color used in their CTA buttons.
Use Color Design to Your Advantage
Your CTA color shouldn’t be substantially similar to the color of your page. Matching those colors will ensure that your CTA won’t pop or look any different from the rest of your page, and so it won’t draw attention. Examples of this sort of color would be complementary colors, those which are the opposite of your main color on the color wheel, or a triadic color, a color that is one-third away from the page’s main color on the color wheel.
Colors Should Have the Same Sort of Message
When you assign a color to a certain button or CTA, people will begin to naturally associate that color with the purpose behind the button or action. A good example of this is standard HTML links, which are normally blue. People have seen blue text associated with clickable links for a long time now, and they will continue to associate that color of text with links that they can click and access.
Provoke Urgency in Your Message
When people think that they have a good deal within their grasp, they usually want to take it. Create CTAs that emphasize promotions and other time-sensitive buying events. People usually don’t want to miss out on opportunities that won’t happen again or too frequently, so indicate that this deal or limited-time offer must be acted upon immediately. Making CTAs that highlight the limited-time aspect of your deals ensures that people will be strongly inclined to take you up on your offer.
The homepage for Ashley Furniture exemplifies how limited time offers can really promote urgency with a call to action.
Size and Shape of Your Call to Action
Most marketing experts have one final piece of advice concerning the shape and size of your CTA message:
- Understand different devices. Get to know what devices your leads use, and tailor your CTA messages so that they’re optimized for those devices. People who primarily use computers and tablets have different buying and searching behaviors than those who primarily use mobile phones and other devices.
- Customize your computer/tablet CTAs so that you can provide more information or resources before motivating your leads to make a purchase decision.
- Design your mobile CTAs so that people have a fast and efficient option for reaching you and helping you to quickly close and make the sale.
To Wrap it Up…
Successful calls to action often take hard work and research to develop. They should directly contribute to the brand, give clarity to what your company wants your lead to do, and also motivate leads to make purchasing decisions in your company’s favor. As long as you consider the wording, color, sense of urgency, and shape/size of your CTA, you will be well on your way to steadily creating successful CTAs. Learn more about CTAs and how we can help by contacting the Levy Online team.
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