Three Ways to Develop a Successful Call-to-Action

The creation of an online campaign first begins with an idea. The campaign then matures to include an overall purpose, what it hopes to achieve and how its mission will inevitably be accomplished. But for an online campaign to go from an idea to a success, there must be an impactful call-to-action (CTA). A CTA implores your audience to join your campaign and without one, generating leads and increasing conversion rates becomes an almost impossible feat.

CTAs can be found on landing pages, emails, in blog posts and on advertisements. And you often see them written in the form of a command: Join Now, Subscribe Here, Download This, Try It Free, etc. Sometimes it feels as if you can’t escape CTAs and for good reason—because every time a person engages with a CTA, a company’s conversion rate goes up. However, for how opportunity-laden and pertinent CTAs are for developing leads and analytics, they aren’t always executed correctly or at all.

Be Straightforward

Be as straightforward as possible and only include the necessary action and what will happen if your audience clicks on your CTA. For instance, a CTA that reads “Download a Free Audio Book Now” will produce a much higher conversion rate than a CTA that only says “Download Now”.

Ensure Placement is Relevant

Second, when a CTA is not relevant to the content in which it’s associated, it is incredibly tough to appropriately engage your audience. If you want to encourage people to download your company’s eBook about the world of web design, including your CTA at the bottom of a blog post detailing the importance of social media won’t get you a high click-through rate.

Visibility is Key

Lastly, be obvious! A CTA can only be clicked on if the audience sees it. Place your CTA in a spot that would be impossible to miss and play around with button sizes, colors and fonts to see which design format most engrosses the viewer. You can discern which colors and text your audience best responds to by A/B Testing various button designs and comparing the results. Additionally, buttons implemented online are easily created and customized through CSS. Don’t be afraid to edit and alter the style sheet behind your CTA to perfect your button’s aesthetic.

CTAs are one of the simplest, and smartest, ways to increase your campaign’s conversion rates. And while creating the ultimate CTA might seem daunting, adhering to these CTA best practices can help make your campaign efforts a success.

Maddie Brennan

Marketing Associate

Maddie is a graduate of the George Washington University and currently works as a Marketing Associate at Innate Agency. She loves short walks on the beach (not a big fan of sand), ignoring sunsets and whispering loudly.

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