The call to action is a text that encourages the reader, listener or viewer of a sales promotion message to take immediate action, such as “Write now”, “Call now”, or (on the internet) “Click here”. A sales ad without a call to action is often considered incomplete and ineffective.
The Call to Action (CTA)
The call to action(CTA) is a signal from a seller to a visitor to take a certain action. This can be a hyperlink phrase in a text ad, a link in an email, a banner, a button, or any other clickable digital marketing item. Call to action can be found in most ads and should always be placed on landing pages to encourage visitors to perform a task. The desired action can be anything from filling out an information form, to contacting a company representative or even to directly make a purchase.
Importance of the call to action
Without displaying a call to action,a visitor might not know what the next logical step would be when purchasing a product. Marketers should make it as easy as possible for the user to move through the marketing funnel to increase a company’s conversion rates. This means having a clear and explicit call to action every step of the way. Today’s consumers are increasingly accustomed to instant gratification, without a well-defined call to action, a business could lose a sale. Businesses should keep an eye on their call-to-action conversion rates to decide if their current CTA is effective. If the current call to action is not producing a satisfactory conversion rate, it may be time to make a change to it.