What is Call to Action?

Call to Action or Call to Action (CTA) is a text, image, or button that prompts a user of a website or app to take a specific action immediately.

Most often it contains words that encourage visitors to:

register
buy the product
Subscribe to newsletter
start free use
download some content

CTA messages are most often written in the form of command verbs, i.e. as clear instructions, for example:

Sign up
Buy now
Order now
Download now

Calls to action can be longer, for example:

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Examples and application of the CTA

Calls to action serve to guide the visitor to the next step in the process of buying or collaborating, using a combination of visual elements and marketing messages.

They are most commonly used on:

landing pages
homepages
blogs
Email campaigns
social networks
pop-up forms

A well-written CTA must be clearly visible and placed immediately after the main marketing message. Its form and content depend on the purpose of the website or business.

For example, SaaS websites often use a CTA that encourages users to try the software for free.

The Importance of Calling to Action

CTA helps guide visitors through the sales funnel and clearly tells them what to do next.

Without a clear call to action, users often do not know what the next step is, which increases the likelihood that they will leave the site without conversion.

In addition, CTA has additional advantages:

makes it easier to track conversions
Allows you to analyse the effectiveness of the content
helps optimize marketing campaigns

Many websites have multiple CTA buttons in different places. By analyzing clicks, it can be determined which parts of the content best encourage users to take action, and then further improve them.

Types of Call to Action messages

Calls to action are divided into two main types:

mild (soft) CTA
Direct (hard) CTA

1. Mild (Soft) CTA

A mild CTA is a subtle and unobtrusive call to action. It encourages users to take less binding actions, such as:

Subscribe to newsletter
downloading free content
Social Media Tracking

Examples of mild CTA messages:

Learn more
Download our tips
Join the community

2. Direct (Hard) CTA

The direct CTA is clear, decisive and often creates a sense of urgency. It is used to encourage the user to make a specific decision, such as buying or registering.

It is most commonly used for:

purchase of products
sign up for the service
Demonstration request
launch of a free trial

Examples of direct CTA messages:

Buy now
Sign up today
Start a free trial