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How to use Call-to-Actions effectively?

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How to use Call-to-Actions effectively? Your wording in the actual button could be very short, actionable and precise. But what does the path of getting there look like? Is it tempting enough to make your target audience perform your Call-to-Action?

Call-to-Actions are used to get the most out of digital marketing by making the receiver perform some desired action. In the digital marketing context, they are usually referred to as Call-to-Action buttons (CTA). CTA's don't always need to be precisely buttons but the idea is the same. 

Call-to-Action (CTA) is used to make your receiver perform a desired action. Often it is a button meant to be clicked by the person at the other end (whether it is someone reading your newsletter, browsing through your landing page or searching for a product in your online store, for example). The button is usually designed so that it is clearly visible and it often has a "teaser text".

According to a study released by Econsultancy and Redeye just a while ago, 71% of companies are testing their websites. Moreover, Call-to-Actions were the area that was tested the most. Obviously, companies seem to realize the importance of CTA's in achieving their goals.

But what are the areas to consider while using (and fine-tuning) Call-to-Actions?

Effective use of Call-to-Actions

1. Design for context

Where will you be placing your Call-to-Action? Whether a newsletter, an ad, a landing page or an online store, the CTA might have different requirements. How will you make it pop out in a newsletter, for example? And how will it look like in an online store packed with loads of other information surrounding it? Always design your Call-to-Action specifically for the context you use.

2. Take device into consideration

Make sure your Call-to-Action is optimized for different end devices, whether a smart phone, tablet or desktop. If it's a newsletter, make it a responsive newsletter so your Call-to-Action will be the appropriate size on mobile devices. If it's a website, use responsive design.

3. Different Call-to-Actions for different goals

Think about the following: what is the primary goal you want to achieve in this particular context, with this particular CTA? Your Call-to-Action might look very different and say different things depending on the goal.

4. Become your audience (for just a minute)

Who are the people you want to get a reaction from? What would make them perform the desired goal? Offer incentives and get creative. Sometimes, even a bit of humour might work :)

5. If possible, personalize

Today's technology offers many kind of opportunities for marketing automations and triggered communication. With the help of technology, you could have different Call-to-Actions depending on where the person came from and what he or she did before arriving to your CTA.

6. Think about your wording

Short and precise is better than complicated in the actual button.

7. Analyze the path

Your wording in the actual button could be very short, actionable and precise. But what does the path of getting there look like? Is it tempting enough to make your target audience perform your Call-to-Action?

8. Make it stand out

...but not to the point of irritation. No need to put on flashing lights or ten exclamation marks. But we recommend you pay close attention to the colours and design as well as the surroundings of your button. Does it pop out enough or are there too many distractions elsewhere on the site?

9. Re-check your process

Is every step of your process working out fluently? A well-made Call-to-Action won't help if other technical issues (or other kind of inconsistencies) come up along the way. 

Recommendation:

Simple and precise, we recommend the following:

1. Use them.

2. Test them.

3. Fine-tune.

Also, make sure the technique behind your digital marketing efforts is functioning properly. Liana Technologies offers a toolkit for creating newsletters, online stores, websites and marketing automations that pop out. Moreover, all of our tools are user-friendly, technically fine-tuned and use mobile -friendly technologies.

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