Call to action in short is getting the user to perform a certain action. That call to action could be adding a product to their checkout, requesting information or promotion among other things.
Call to action is essential for all websites as it can help with the following:
Measure site success
Social media sharing and promotion
How to create effective call to action:
Offer the user something:
Sign up now and get 10% off your first order. This can mean the difference between turning a customer from browsing to buying. They get 10% off, you get an order and data capture that can be used in the next email marketing campaign.
What will happen?
An effective CTA should let the user know exactly what will happen if they click it, be it an offer or a registration page the accompanying copy should make the user want to act. It should also guide the user through the site desired process. If you are selling a product or service online your CTA should be in the region of Buy, Call, Register, Quote, Subscribe and Contact Us. Wording like this encourages the user to take action especially if they are accompanied by wording such as “Offer expires April 31st” or “Limited Edition”.
Depending on your sites layout and importance of the CTA the end result will vary. Best practice would suggest using a dominant but not overused colour on your site. Have it central to the site if selling a product or top right if it is data capture such as “Email for Quote” and “Contact Us”. Have it be eye catching without overpowering.
Once the user has interacted with one of your CTA what should happen next? If its data capture avoid unnecessary details. Large lists of text fields put the customer off. If you have a non register checkout, then all you need as part of the initial data capture is their email address. If you want the user to sign up, then keep information to a minimum. First and last name along with a username, password and email should be enough to set up an initial account. Once you have this information you can target this new customer with future offers and marketing campaigns personalised with their name personalised emails have 20% higher opening rate