What is a Call to Action?
In short, a Call to Action (CTA) is a prompt to take action. In most cases, it is a request to click and thus to purchase, download, submit, etc.
- A CTA can be used as text (“Shop now”) because a link cannot be used at that particular point. This would be the case, for example, in the so-called meta description (page description).
- Furthermore, a call to action can be implemented as a text link.
- And finally – and this is also the most common form in online advertising – a CTA is implemented as a button. This means that the text is backed by a graphic or a color field, giving it more of a ‘switch-like appearance’.
What is a Call to Action used for?
In online marketing, this call to action is usually mentioned only when it is missing – the background: click-through rate will not be satisfactory. There are indeed advertising materials such as banners, graphics, teasers, and the like, where no CTA can be found, even though something is being advertised here. The click-through rate for this advertising material will typically be noticeably worse than if a call to action is visible to the users.
Do you want to improve your click-through rate and need support? Then contact us! Do you want to learn more or have your team trained on this topic? Then take a look at our analytics seminars.
