Call to Action
According to Wikipedia, “Call to action (CTA) is a marketing term used extensively in advertising and selling. It refers to any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages or web pages that encourage consumers to take prompt action.”
Whenever a technique or process can lead to sells, engagement or an increase of sales and engagement, then that technique or process becomes the favor of the month. The number of web sites with ridiculous CTA on the home page has grown. Most of these web sites are just candidates for re-design, and the problem is most site owners do not understand the reason behind CTA.
CTA goals are to Grab your target audience’s attention, Keep your target audience’s attention, Funnel your target audience, and Retain your target audience’s interest.
Grab Their Attention
This is the most popular CTA. As soon as your target audience lands on your home page, they are greeted with a “Big Impact” or “Clear Direction” statement. Some of the examples would be “Want to learn how to …, then selected the clickable button”. “To receive your …, then selected the following button.”
Grab their attention as soon as they land on your home page. What is the solution that your target audience is looking for, you will need to provide an easy way for them to get the solution. CTA can provide the solutions.
Keep Their Attention
As your target audience is traveling down your web site, you greet them with a CTA. But not any insignificant CTA, you greet them with a solution to their problem. Why are they coming to your site? How can you assist them? Your CTA should be geared toward these type of issues and problems.
Funnel Their Attention
The biggest problem with unrelated CTA, is most do not funnel the results to their site owners. Someone has taken about 2 minutes to provide you with their name, and email (some CTA asks for more information, but most only ask for name and email), and in return you place their information in a black hole. Sure you link the CTA with a form, and they will receive a pdf link. Remember this is your target audience. The list is your sales funnel and the first step toward more engagements on your site.
Retain Their Interest
So how do you retain their interest? Provide some basic solutions. Establish tutorials on how to solve general issues. Seek information about what your target audience is looking for…what is their pain point. How you can become their one stop? Retaining their interest is not a difficult transition. It is all about communicating what is important to your target audience and providing solutions. Some of those solutions, might mean retaining your services…others could mean joining other CTA on your site. The bottom line is you control those.
Image courtesy of Tim Foster.
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