A call to action gives your viewers a specific instruction such as “click here,” “buy now,” “learn more” or other similar directions. The purpose is to convince them to follow through with the action. Calls to action (CTAs) usually appear as a labeled button with associated text, sometimes accompanied by a text field in which the visitor must enter their email address or other information.

How does a call to action work?

A call to action works by catching the visitor’s interest convincingly enough to spur them into immediate action. Wording and composition are very important in creating effective CTAs. Creating a sense of scarcity or urgency can be very effective in provoking a response, e.g. an offer only available for the first 100 visitors to sign up, or a strict deadline after which a special deal will become unavailable.

What makes a call to action effective?

As mentioned, wording and composition are important. Here are some other factors that can influence the effectiveness of a call to action:

• Location on the page
• Clarity of purpose/results
• Visibility, color and contrast
• Convenience and ease for the visitor to follow through

Successful implementation of calls to action has a huge effect on conversions and is one of the most important skills in marketing.