What is a Call to Action (CTA)?

A clear CTA is necessary in order to influence the user in the desired direction for your company, based on your marketing objectives (driving sales, brand awareness, website traffic, engagement, generating leads, or promoting your app). Specific outcomes can only be generated using the right form of encouragement.

Depending on your objectives, there are various CTAs that you can use:

• Product purchase - The widely used CTA is ”Shop now” as it is concise and offers a clear direction; however, based on how you conduct your business, you can also use ”Contact sales” to usually get a quote on a service/ product or ”Book now”, if by booking you want your customer to pay for a service, such as a gym membership or a coaching session. For eCommerce, ”Get x% OFF” or ”Free Shipping over x amount” are very popular because everyone loves saving money. Using this approach, you can grab customers’ attention and make them spend even more by purchasing multiple items just to get that percentage off their order or to qualify for free delivery.
• Educating your customers - You can use ”Learn more” which can lead to downloadable content or a form where they can sign-up for a program, ”Discover” to invite users to broaden their knowledge, or ”Enroll now” which usually entails offering a certificate after completing a course.
• Brand awareness - Since you only want to spread awareness, you can use ”Like and share” or ”Enter to win” to encourage users to engage with your content and spread the word about your brand