What is Call to Action (CTA)? What Is It Used For?

You may come across some cliché phrases in many places, especially on e-commerce sites. These frequently used words that you use as an e-commerce site owner or as an online shopping customer are called “call to action”. It is very important for the users to take action and it is a very popular method to provide this mobility with CTA sentences. This method, which seems to be simple to implement because it is widely used, actually requires great precision. So what exactly is a CTA and how is it created?

What is Call to Action (CTA)?

CTA (call to action) is a marketing method used to create instant incentives for any tool on websites and to get users to take action. Basically, it is a message of a few words, but it can be displayed to the user in various designs within the site. In the texts for the site such as blog, category, and product description, there is a CTA message at the end of some sentences. These messages, which are frequently used in advertisement images, can also be written on a remarkable button within the site.

Call to action, abbreviated as CTA, is translated as “call to action” in Turkish. But the intended use of this model is much more than just making a call. For this reason, it is mostly used as a “call to action” in Turkish. In order to have the intended effect, its presence must be clear and contain some sort of imperative statement.

What Is Call to Action Used For?

CTA is used as an essential part of the marketing communication process. Marketing communication encompasses all actions planned to reach current and potential customers with purchase intent. Call to action clauses are also used for exactly this. These messages, which communicate with the consumer as a message text, contain an incentive to purchase.

It is not possible to say that the sole purpose of the use is sales. Because all texts, buttons, and images that aim to motivate the user for any action are considered CTAs. With calls to action, users can be invited to become a member, contact, participate in the campaign or share information.

Why is Call to Action Important?

CTA messages play an important role in a site’s acquisition of loyal users. When it comes to a news or blog site, recruiting is important and this can be achieved with a CTA. When it comes to e-commerce sites, calls to action become more important. Because shopping sites can only continue their lives by selling. Therefore, every application that encourages sales is important.

Various notifications can be made with a call to action messages so that a user on the site at that moment can make a purchase. For example, a CTA informing the user who has added a discounted product to his cart that the discount will end in a short time can ensure that the relevant cart receives payment. This method can also be used for users who are not active on the site. It can also be effective to send a call to action by defining a special discount to a customer who has not shopped for a while despite having a product in their cart. In short, CTA is very important for sales figures in e-commerce.

How to Create an Effective Call to Action?

The use of CTA is a very old and common marketing method. Therefore, users may be bored of seeing the same messages over and over. This minimizes the effect of calls to action and positive results may not be obtained from the study. For this reason, call to action studies should be given importance and correct methods should be followed. It is important to be able to attract the attention of customers by following the trends. It is also necessary to plan text, buttons, and visual works in a different way and present them as a whole.

Pay Attention to Design

CTA works in the form of buttons and images, the design is as important as the message. Because users pay attention not only to what message is given but also to how that message is delivered. An unobtrusive button will of course have low actuation power. It is necessary to pay attention to the button design and place the message in that way. In visual designs, attention should be paid to the size of the image along with the color selection. Positive results may not be obtained from CTA images that cover the screen more than necessary.

Edit Font Size

Font size is important for both text and visual work. It is very useful to use a CTA sentence in informative blog content. However, it may be a mistake to write this sentence larger or smaller than the overall text. It should be given the impression that it is extremely natural and as if it is in the text. In button designs, the font size should be adjusted so that it does not go out of shape. In visual designs, a size that will not obscure the striking details of the image should be chosen.

Expressions Used Should Be Clear and Reliable

Each word in CTA messages should be chosen with care. It is very important to give very clear messages. For example, “Can you buy?” It is difficult to act on a sentence with controversial answers such as For this reason, more imperative sentences are used in CTA studies. When a “Buy” message is given, a connotation is made to the user’s need for the relevant product. If there is information in the message, it should also be noted that it is reliable. This is especially important for buttons that call for discounts.

Words Containing Emotions or Exclamations Should Be Used

The words to action included in the CTA studies should also appeal to the emotions. Creativity is extremely important for these texts. The impact of giving a classic “buy” message is not as high as it used to be. Quick food ordering apps are an example when it comes to CTAs with emoticons or exclamations. For example, “Order now, eat hot!” A message like this emphasizes the good feeling of eating a hot meal. When the consumer thinks about it, they want to eat that food, and the call to action work results in a purchase.

What Are the Benefits of Creating a Call to Action?

Creating a call to action has many benefits. So much so that it is almost impossible to find an e-commerce site that does not do CTA work. It is easier to attract users to an e-commerce site than to take action. For this reason, attempts to drive traffic to the site are not limited to off-site works, and positive results of this traffic are ensured with call-to-action messages. The benefits of using CTA can be listed as follows:

  • Turns potential customers into real customers when a call to action is made to purchase.
  • It plays an important role in increasing sales.
  • It attracts more active traffic to the e-commerce site.
  • It helps users in the target audience to perform targeted actions.
  • When used on social media, it increases interactions such as comments and likes.
  • It has the effect of increasing customer satisfaction in communicating with consumers.
  • As a router, it makes it easier for users to reach some pages.

What Are Call To Action Examples?

When the call to action examples are examined, it can be seen that the given messages attract the users. For limited-time offers and discounts, “Order before midnight for 20% off!” and “Only the first 100 people will get discount coupons, hurry!” examples such as. Stock information can also be an issue for the CTA when it comes to discounted items. “Click now to get the limited edition shoes for 149.99!” With a message like this, it can be ensured that the customer makes the purchase more quickly.

CTA messages can also be used for informational purposes other than sales. This has a significant impact on sales. For example, for customizable products, including messages such as “Choose a color, choose a size” will make the user’s job easier, so the probability of purchasing will increase. It is also possible to persuade customers to buy by explaining the working system or campaigns. A video about the details of a campaign can be prepared and “Watch the video below for detailed information!” such as a CTA can be used. In the process of collecting members and subscribers, “Become a member to win a discount coupon!” style calls to action are popular.

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