A CTA or “call to action” prompts a reader to take action and click on a button that you have inserted into your web pages. For example, the CTA invites Internet users to discover your other sites and blogs through a link.
CTA arouses the curiosity of readers and impact their purchasing decision for commercial sites. The call to action also pushes your site visitors to join you.
But then :
- How to optimize the conversion rate of your CTA so that a simple reader becomes a prospect and then a customer?
- How to place the call to action strategically?
The CTA in a few explanations
The acronym CTA stands for “Call To Action”. This call to action is placed on your website in order to arouse the envy of Internet users, especially those who visit your web pages, to contact you. Although it does not engage your potential customers (prospects), CTA plays a very important marketing role.
Concretely, the call must convince each visitor to act so that contact can be established. It is not a question of forcing the Internet user to reach you, but rather of make him want to do it. A website without a CTA is like an information page that expects nothing in return from visitors.
CTA is not a long, boring ad phrase. On the contrary, the sentence used is usually short. It is about inviting the reader to act, not ordering him. In this, the CTA represents an essential tool of digital marketing.
It converts visitors to your site into prospects and then into customers if the exchanges take place well after making contact. The latter will be done on the initiative of the reader. Your way of encouraging the Internet user to act is done discreetly, without him realizing it.
The presence of the CTA also allows you to analyze the effectiveness of your web content.. If people click on the CTA, it means they are interested in the content on the page. They read and understood most of the messages. They want to know more about your business, blog, products and / or services.
If the number of clicks is reduced, it means that the information is not appealing and that the majority of site visitors have not read the entire content. Rare are those who take the time to read an entire text and ultimately do nothing. A motivating call to action must lead to qualitative content.
The conversion rate of a CTA depends on its quality. The ideal, if you want to arouse the curiosity of visitors to your page, is to keep some mystery.
Put yourself in the reader’s shoes:
- Does your CTA make you want to click on it?
- Is the content sufficiently interesting, mysterious, adequate?
What your CTA inspires and provokes in you is also felt by the majority of Internet users. Also, the CTA often stands out for the size of the fonts and the color. Some CTAs flash to grab and hold the attention of site visitors.
Do not hesitate to do several tests or contact our agency to create a call to action appropriate to your needs.
CTA placement techniques on your web pages
Before properly placing a call to action, consider how to create one that will hold the attention of the Internet user. Start by defining the purpose of your web content. Thus, you will easily determine the action to propose to the readers.
It is also important to know that only one CTA is sufficient on your platform.. No need to weigh down your web pages and tire the eyes of Internet users who will read you. The ideal is to favor interesting and well-ventilated content.
In most of the cases, the CTA is either a button, either an image. It should get people to visit your other sites and blogs, fill out a form or order your products. The content of a call to action should be meaningful, engaging and intriguing.
Once again, bet on action verbs is the best way to get readers to take action. The shape of the CTA depends on your goals. The terms “Request a quote”, “Add to cart” or even “Request an appointment” are frequently used. They attract visitors and make them click even if they didn’t intend to do so initially.
Optimizing a CTA is one thing, knowing how to place it so that it is as visible as possible to visitors is another. Choosing a strategic location is essential if you want to capture the attention of your visitors. First, think about putting the CTA on the first page of the site. Otherwise, you risk losing readers very quickly.
The ideal place is at the top and on the right of your site in order to avoid the reader having to scroll before seeing the essential (which it may miss if it is not immediately visible).
Why right? This is the logic of normal reading: from left to right.
If you want to place 2
The best is to play on the visual. One should not be more imposing than the other. Their respective places should not be too far apart, but avoid putting them side by side to avoid generating confusion.
Do you want to place the CTA in the middle of the page?
Note that this technique generally applies for blogs. Use the CTA as a quote to insert it discreetly. Do not hesitate to place it as a button or image. Discretion is essential to avoid disturbing the reader.
It is also very common to place it at the bottom of the page.
An interesting post with a call to action always makes you want to click so don’t be afraid to place it at the bottom of the page.
In short, there is no ideal place for a CTA, on the other hand, a strategic place is essential. And if your website doesn’t allow you to include a call to action, consider redesigning!
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