Throughout a customer’s journey, they are presented with a million choices along the way. Having a clear and concise call-to-action (CTA) to lead them in the right direction is a great way to help them along the path to purchasing your product or service. In fact, using well-placed and relevant calls-to-action on your website can increase revenue by more than 80%? So, if you haven’t taken the time to think through and optimize your CTAs, you should be!
What is a CTA?
A call-to-action (CTA) is an image or line of text that prompts current or potential customers to take the desired action. The most used CTA is “click here,” however, it can really be anything action you want them to take.
You should be incorporating CTAs in on your website, social profiles, printed collateral, email marketing – basically anything and everything. Why you wonder? Let’s continue to dive deeper into the importance of call-to-actions on webpages.
The difference between a potential customer placing an order or moving on to a competitor’s website can all come down to whether there is a clear and straight forward CTAs visible on your homepage.
For example, let’s say you want to pick up take-out from a Mexican restaurant a friend told you about a few weeks ago. The first thing you do is Google the business’s name which leads you to their Google My Business listing. Great, you found it! Now you click the website link to get to their homepage and… (crickets.) While the website design itself isn’t horrible, you are having a hard time finding a phone number or a link to place an order online.
You give it 20 seconds, which is 10 seconds more than most people because you really wanted food from this restaurant, and decide to move on to the other Mexican restaurant down the street. You follow the same steps and voilà—it worked. You see a big, red button right away that says “Place Your Order Online.”
This is a perfect example of the importance and role of a CTA. Consumers need—and want to be told what to do when they visit your website. They don’t have the time or patience to try and figure out what you want them to do. In the case of the Mexican restaurants, the first business lost a potential customer because you couldn’t figure out how to order or call. The second business knew the most important thing you could do would be to call or order online—and they made it easy to do both.
What CTAs are Most Effective?
All of them. It simply depends on what your goals are. Choose what to say or where to place your call-to-action is dependent on what platform you are on, what the content on that page is, and what step you want the viewer to take next.
Sometimes the goal of a CTA can simply be to start a relationship between the customer and your business. That doesn’t always mean a purchase or sale – “sign up for our free newsletter” or “join our mailing list!” The bottom line is that your CTA should drive a user to take whichever action is most important to your business at the time.
The bottom line is that CTAs offer structure and guidance helping your customers to quickly navigate through your website while also leading them towards a specific result. CTAs are a necessary element in every marketing strategy to drive business and increase conversion.
Want to learn more about effectively using CTAs in your website or social media strategies? Contact Vivial today!