Ever tune in to QVC or catch a glimpse of those late-night infomercials? They’re a bit cheesy, but that’s the point. Each is filled with content made to reel in business by using one simple trick: the Call to Action.
What is a Call to Action?
A Call to Action (CTA) is a device businesses use to persuade consumers to buy their product or service. It can be a message, button or graphic that urges or inspires a potential customer to ‘make that call.’
In the Buying Decision Process, the CTA comes into play when the consumer is testing alternatives or ready to make their decision. It’s a business’ job to present a convincing message to guide that customer toward purchase.
What kinds of Call to Actions work best?
The best Call to Actions are simple and get their point across in just a few words. It’s crucial to catch the customer’s eye and offer them something in return. You can also think of a CTA as the feature that sets your business apart from the rest and why a customer needs your product.
Some examples include ‘Call Today,’ ‘Learn More,’ ‘Subscribe to Our Newsletter,’ ‘Request a Free Consultation,’ and so on.
As you can see in this example, there are multiple phrases that draw the customer in. Facebook uses ‘Sign Up’ to designate the registration area, and ‘Connect’ to list what the product does. These banners lead to the Call to Action, which is located on the bottom right corner of the landing page. The green ‘Create Account’ button stands out from the rest of the page and catches the eye immediately. It’s the last and most important piece to the puzzle.
A Call to Action Online
Because most businesses have transitioned to the Internet in recent years, it has become increasingly important to have an effective CTA on a company website’s landing page. Web design can be tricky, and knowing exactly where your customer’s eyes will go can be hard to determine.
Creating a CTA that is specific, clear-cut and eye-catching is key in improving business and making that sale.