Service Business

Call to action - call the recipient to action!

Strength call to action We succumb to (CTA) almost every day - browsing our favorite website, subscribing to the newsletter or shopping online. In each of these places we meet with clickable phrases: Look, Sign up, Try it out or Buy now. This is nothing more than a quick and simple way to call to action. The button is to encourage the internet user to use the service or simply leave his e-mail address, which in the long run may be used as a communication channel with a potential customer.

Effective call to action

Buttons call to action (in brief CTA) are essential components of any website. Regardless of the purpose of a given website (selling or encouraging users to subscribe to a newsletter), call to action buttons always play the same, main role - they call for action, prompting the user or a potential customer to perform a specific action.

How to create effective call to action? There is no definite answer to what a call to action should look like. It depends on the goal we want to achieve and the clients to whom we address our offer. However, when creating a call to action, several important and common features can be identified, regardless of the goal:

one offer = one button call to action - rule less is more it works here the most! If you put two buttons at the same height, it is worth having both of them linked to the same offer / subpage (the example of the Prezi company below);
CTA button it should be large and legible - remember that it must also be noticeable on smartphones and tablets;
call call to action it should be clear and specific - briefly (i.e. using a few sentences maximum) what are the benefits of clicking the button;
make the button stand out from the text - bold, bold, colored - must be visible, the user must not waste time searching for it.

Where to put the button call to action?

It is best if you place the button at the top of the page, so that the user can find it quickly (literally in a few seconds) immediately after being redirected to the landing page of your offer. It is also worth placing such a button in the further parts of the page. But why? Some users want to scroll the entire site first to get acquainted with the company. Therefore, it is worth placing for them call to action at different stages so that they don't have to go back to the top of it.

Tests, tests and more tests!

Test the effectiveness of buttons! Each page is different - they differ mainly in terms of offer, colors and the way of presenting the content. A / B tests will help you test the effectiveness of different CTAs, thanks to which you can compare several different call to action and see which one your recipients clicked on more willingly and which caused the greatest number of conversions (actions desired by you).

Examples of call to action buttons

Prezi.com

It is certainly a minimalistic website design - tablet, small dinosaur figurine and black coffee - allowing the light blue buttons to stand out call to action - See how it works and GET STARTED. The buttons are of the same color as the company's logo, and what is important, after clicking them, we are redirected to the same place. Thus, the existence of two buttons at one height does not cause chaos, because they redirect to one offer, in this case to the price list.

spotify.com/pl/

Clear page color with only two buttons in the center: USE SPOTIFY FOR FREE and GO TO SPOTIFY PREMIUM. Clear and, above all, unambiguous message.

eastend.pl

The main page, and on it one of the main tiles encouraging to subscribe to the newsletter - a specific, unambiguous message, and above all presenting the benefits after taking action: Subscribe to the newsletter and get discount points. The user knows why to do it and what to gain from it.