Thursday, October 27, 2022
Imagine, assembling the yummiest ever platter adorned with nothing but the most exotic dishes. Sparkling cutleries, piping hot delicacies, gooey desserts and everything mouth-watering you can think of. Now, this platter is presented in the middle of a busy community centre surrounded by all sorts of businesses, people, food stalls, charity kiosks and whatnot.
Here’s the catch — our platter is highly appealing but unattended. There are no price tags, placards, posters or anything that might describe it or explain what is to be done with it. Are the food items up for sale? Are they kept there for tasting purposes? Is the platter inedible? Nobody is sure, people are just passing by with curiosity without any ‘action’.
A call to action (CTA) is a clickable button that directs the user to take an action. It informs the visitor about the next step in a process and encourages them to take it. It is one of the most important elements of any landing page or ad copy.
Going back to the platter mentioned above, we can now see where it was lagging behind. In spite of having everything to attract folks, a real-life CTA prompt was missing. If we had put a little sign saying ‘taste now’, it is highly likely that people would have gathered around to have a bite and might have ordered something as well. Let’s understand more about how CTAs can also affect our online businesses.
A call to action is a word or phrase used in an advertisement, commercial, or other marketing messages to provoke an immediate response. The purpose of a call to action is to convince consumers to take the next step, usually by visiting a company's website or making a purchase.
It can be hard to write your own effective call-to-action copy for your ads and content marketing efforts because it takes time and skill. But there are many ways you can make your copy more persuasive and compelling with just a few simple tweaks.
Now that we have understood what a CTA button is, it is imperative to know why we are stressing about it so much.
The goal of setting up any business is to get the maximum sales/to generate revenue and that’s when your CTA can shine through. You may have looked at/overlooked a lot of them amidst this e-commerce boom. The most common examples are ‘Buy Now’, ‘Shop Now’ and ‘Learn More’. You might think “if I am seeing a pretty dress then of course clicking on it would lead me to a purchase page”. My friend, you’re totally correct. However, these little CTAs provide a much-needed psychological ‘nudge’ to a viewer who may not go to the product page otherwise.
CTAs are the most important part of any copywriting campaign. It is what motivates your visitors to take action. They are the driving force behind conversions and they can be used to generate leads or increase traffic. CTAs like ‘Know More’ or ‘Learn More’ are quite popular when it comes to increasing traffic.
The best practices for creating CTAs that work are as follows:
So far we have talked about CTAs being essentially there for conversions & traffic. However, have you noticed some blogs ending with some sort of prompt like ‘Read more about xyz topic here’ OR ‘Subscribe to our newsletter to get latest updates’. These are often considered your Secondary CTA and are not as prominent as your Primary CTA.
While your secondary CTA might not lead to direct conversion, it gives your viewers something to stick around your website/product or induce some sort of interaction. This can be a good example of engaging your audience.
As we have learned already, CTAs in ad copies can be pretty straightforward but if you’re feeling confused — you can always turn to your best AI writing buddy for any assistance.
In conclusion, CTAs are a key component of any marketing campaign. They can be the difference between success and failure. You can have an as appealing advertisement web page, however, without the subtle ‘nudge’ your visitor might not take any action.