What is CTA (Call to Action)? – Definition
CTA (Call to Action) is a phrase that encourages viewers or readers to undertake an immediate action, e.g. to click and enter a given website. It also informs what users should do on a page to which they will be redirected. CTA can be both a short text in an advertising headline as well as an interactive button with persuasive copy aimed at increasing conversion (e.g. encouraging users to subscribe to a newsletter : “Sign up and get a 10% discount on your first order”. Effective CTA may also be written from the user’s point of view – “Subscribe me”, “Tell me more”.
How to Create an Effective Call to Action?
The shorter the better, although this rule doesn’t always work. It is recommended to carry out A/B tests, which will tell you whether short calls like “Buy now” or longer ones, with information about the additional benefit, e.g. “Buy now and get 15% off” is a better solution. If you place a call on an advertising banner or a website, it is good to differentiate the Call to Action button from the surrounding background.