{"id":1518,"date":"2020-03-05T17:46:00","date_gmt":"2020-03-05T14:46:00","guid":{"rendered":"https:\/\/snov.io\/glossary\/?p=1518"},"modified":"2023-04-11T00:18:48","modified_gmt":"2023-04-10T21:18:48","slug":"call-to-action","status":"publish","type":"post","link":"https:\/\/snov.io\/glossary\/call-to-action\/","title":{"rendered":"Call to action (CTA)"},"content":{"rendered":"\n

On the web, you most certainly have seen many shiny buttons and requests to take some action. For example, when registering on websites like LinkedIn or Facebook, you might have encountered a call to action that urged you to like, click, read, sign up, <\/em>or log in<\/em>. <\/p>\n\n\n\n

What is a call to action?<\/h2>\n\n\n\n

In marketing, a call to action (CTA) is any statement intended to stimulate an instant reaction. It usually uses imperative verbs such as “find out more,” “call us now,” <\/em>or “visit the store today.” <\/em><\/p>\n\n\n\n

The most apparent call to action examples are the ones that urge the user to buy a product or to give contact information. But it can also be a non-pushy suggestion like “choose a color,” “watch this video,” or a more specific request. <\/p>\n\n\n\n

CTAs aren’t just used in digital marketing: brochures, catalogs, and flyers also take advantage of calls to action. Such commands are designed to show customers what next step they have to make and to create a sense of urgency around the offer.<\/p>\n\n\n\n

To push the idea of urgency, a CTA can be related to a special promotion with a time restriction: “Purchase before 00.00 to get a personal gift with your order”, “Three for the price of two for the first 100 visitors”,<\/em> etc. <\/em>A call to action aimed to persuade users to instantly buy the product or service can be backed by an additional motivator “Your offer expires soon”<\/em> or “Limited number available.”<\/em><\/p>\n\n\n\n

\"email<\/a><\/figure>\n\n\n\n

How does a call to action work?<\/h2>\n\n\n\n

We know the basic principle. However, few understand exactly how the psychology behind a compelling CTA works. What makes it successful? Why do users click<\/a> on it at all? How important is the wording?<\/p>\n\n\n\n

There is a simple reason hardly anyone can put this into words in short – the effectiveness of a CTA is not limited to a simple button, banner, or picture. The entire context of a website and the storytelling around a CTA help close the deal.<\/p>\n\n\n\n

One thing is certain – the success of a CTA is not conjured up by the magical combination of a few words. Website visitors will only click on the CTA button if the following three elements are used correctly:<\/p>\n\n\n\n