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 encounter as an online shopping customer are called “call to action”. It is very important for the site that users take action, and providing this activity with CTA sentences is a very popular method. This method, which seems simple to apply 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 enable users to take action. It is basically a message of a few words, but it can be displayed to the user with various designs on the site. In texts for the site such as blog, category, product description, there is a CTA message at the end of some sentences. These messages, which are frequently used in advertising images, can also be written on an eye-catching button on the site.

CTA is used to direct users to make a purchase, sign up, or visit a specific page. Correct and effective use increases site traffic and conversion rates.

Call to action, abbreviated as CTA, is translated literally as “call to action” in Turkish. But the purpose of this model is much more than 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 form of command statement.

What is Call to Action Used For?

CTA is used as an important part of the marketing communication process. Marketing communication covers all actions planned to reach existing and potential customers for purchasing purposes. Call to action sentences are used for exactly this. These messages, which communicate with the consumer as message text, contain an incentive for purchasing. It is not possible to say that the only purpose of use is sales. Because all texts, buttons and images that aim to mobilize the user for any action are considered CTA. With calls to action, users can be invited to become a member, communicate, participate in a campaign or share information.

Why is Call to Action Important?

CTA messages play an important role in a site gaining loyal users. When it comes to a news or blog site, recruiting members is important and this can be achieved with CTA. When it comes to an e-commerce site, the importance of calls to action increases even more. Because shopping sites can only survive by making sales. Therefore, every application that encourages sales is important.

By using emotional and encouraging expressions in CTA texts, you can attract users’ attention and make them take action. For example, “Don’t Miss the Opportunity!” or “Join Now!” like.

By making various notifications with call to action messages, a user who is currently on the site can be enabled to make a purchase. For example, a CTA informing the user who has added a discounted product to his cart that the discount will end shortly 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 his cart. In short, CTA is very important for sales figures in e-commerce.

How to Create Effective Call to Action?

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

Pay Attention to Design

In CTA works in the form of buttons and visuals, 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 given. Of course, a button that does not attract attention will have low activation power. It is necessary to pay attention to the button design and place the message accordingly. In visual designs, attention should be paid to the size of the image along with 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 works. It is very useful to use a CTA sentence in informative blog content. However, writing this sentence larger or smaller than the rest of the text may be a mistake. It should give the impression that it is extremely natural and as if it is within the text. In button designs, the font size should be adjusted so that it does not go beyond the shape. In visual designs, a size should be chosen that will not obscure the striking details of the visual in question.

Expressions Used Should Be Understandable and Reliable

Each word in CTA messages should be chosen carefully. It is very important to give extremely clear messages. For example, you can ask the user “Can you buy it?” It is difficult to mobilize with a sentence that has controversial answers such as. For this reason, imperative sentences are mostly used in CTA studies. When a message such as “Buy” is given, an association is made with the user’s need for the relevant product. If there is information in the message, care should be taken to ensure that it is reliable. This is especially important for buttons that call for discounts.

Words Containing Emotions or Exclamations Should Be Used

The motivating words included in CTA studies should also appeal to emotions. Creativity is extremely important for these texts. The effect of giving a classic “buy” message is not as high as before. Fast food ordering apps can be given as an example when it comes to CTAs containing emotions 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 this, he wants to eat that food and call to action results in purchasing.

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 use CTA. Attracting users to an e-commerce site is easier than activating them. Therefore, attempts to attract traffic to the site are not limited to off-site activities, and positive results are ensured through call-to-action messages. The benefits of using CTA can be listed as follows:

It 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 perform targeted actions.

When used on social media, it increases interactions such as comments and likes.

It has an increasing effect on customer satisfaction when it comes to communicating with consumers.

As a router, it makes it easier for users to access some pages.

In addition to increasing sales, CTAs can also be used for different purposes such as member acquisition, social media interactions and directing users to certain pages.

What are Call To Action Examples?

When call to action examples are examined, it can be seen that the messages given attract the users. For limited time offers and discounts, “Order before midnight for 20% off!” and “Only the first 100 people will win a discount coupon, hurry!” Examples such as: In the case of discounted products, availability information can also be a subject for CTA. “Click now to buy limited edition shoes for 149.99!” With a message like this, the customer can make the purchase faster.

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