What a Call to Action CTA Is and How It Works
A Call to Action (CTA) is a marketing term for the desired action a marketer wants its audience to take. It can lead to sales by instructing the reader to click the buy button or guide them towards becoming a consumer of the company’s goods or services. A CTA can also suggest subscribing to a newsletter for product updates. It should be obvious and immediately follow the marketing message.
Key Takeaways:
– A CTA is the action the marketer wants the consumer to take.
– CTAs can be direct, like a "Buy Now" button, or softer like "Read More."
– A/B testing helps identify the most effective CTAs.
Understanding CTAs:
The nature of the CTA varies by the advertising medium. For example, a TV ad may direct viewers to call a number or visit a webpage, while an e-newsletter may include a "donate now" button. CTAs can be hard or soft depending on where the customer is in the buying process.
CTAs and A/B Testing:
CTAs provide opportunities for A/B testing to gauge their effectiveness. Wording and appearance impact conversions. Real-time testing allows for tweaking based on click-through rates. The CTA can be the culmination of an advertisement or a step in the process. Multiple CTAs can guide leads from trial subscriptions to upgrades.
Adjusting CTAs:
Analytical feedback is used in digital marketing to adjust the appearance and frequency of CTAs. Traditional media lacks such immediacy but still reaches audiences. Regardless of the medium, a clear CTA is crucial for converting the audience into customers.
