Call to action – what it is and how to use it

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If you came here through the video we shared on our social media, you already understand how a Call To Action or CTA works. If you came here through other means, just a few more lines and you will understand this powerful tool that increases your click-through and conversion rate.

CTA is another tool used by digital marketing with the aim of converting; whether to like a post, follow a profile, click on a link, download rich material, subscribe to a YouTube channel, share a news item, or another action; not for nothing, in free translation CTA or Call To Action means 'call to action'.

It is very common to use CTAs in clickable buttons , through hyperlinks, which take the user to a page with the aim of carrying out actions such as “download”.

In digital marketing, we also call CTA words or short phrases whatsapp names that encourage people to interact with the content of a post, such as when the caption ends with a “comment what you think” or we say “subscribe to the channel”. In this case, the objective is not conversion , but interaction generates engagement and thus we follow the path of the strategy for a future conversion.

Examples of CTAs
The possibilities are so many that we can say they are endless. Furthermore, in digital marketing there is no ready-made recipe; you must test what works for you. That said, get to work and use your creativity.

Yes, they can be used with emojis. It all depends on your language profile. We also have some best practice tips that many people and marketing professionals have already tested. Let's take a look at them.
Good Practices in the use of CTAs
The CTA must deliver what it promises. So if the CTA says “download” and when the person clicks it they have access to the content, but without the possibility of downloading it, the appropriate CTA would be “access here” or “learn more” or even “click here”. Note that in these three examples the words do not refer to the possibility of downloading the content, but rather to having access to it.

If you are going to use it on a button or an image, avoid very long CTAs. Be direct and objective.
To know which one will work best for you, you need to test and know your audience, in addition to being very clear about what action you want the user to take. In general, imperative language is used, but be careful, the aim is to convince, not to impose or scare.

The CTA is directly linked to your tone of voice. If you are a freelancer or work on a company's social media, you need to be aware of this. The CTA includes emojis and questions that encourage people to respond in the comments, it all depends on the profile. Imperative phrases to motivate people to click on a link are a call to action, but everything must be in line with the page's linguistic profile.

The Call to Action is of utmost importance in your strategy because when linked to other tools you can measure results and capture qualified leads.
As we said before, testing is the way to go. It is also essential to analyze the results to check if it is working or at least if it is bringing the expected return. If the CTA is encouraging users to take the action below the stipulated target in terms of clicks, comments, downloads, etc., change it and test another one .

To make it more attractive and stand out, you can change the font color and size. When the CTA mentions a benefit, such as “free trial,” the highlight can be animated. CTAs used in email marketing, for example, tend to increase the click rate when the chosen text generates a sense of urgency in the reader. Finally, it is important to emphasize that a CTA alone does not work miracles. In other words, leading the customer to take action without relevant and integrated communication makes the tool less effective!

So, have you ever made an online decision motivated by a CTA? Comment here which one works best for you and which one bothers you to the point that you just don't click (lol) . Let's work together to create a more enjoyable digital environment to navigate? Comment below.