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Well designed and structured: this is what the call to action is and why it is so important Your emails, newsletters and landing pages are clear and engaging at the same time, but you aren't getting the conversions you hoped for? Users most likely find it difficult to navigate and, in particular, the call to action is missing or unclear. Much more simply: those who read your content don't know where to click to convert or are discouraged by inadequate text. Let's see what the call to action is and how to structure it well also through practical examples. What is the call to action and what is it for? We could simply define it as the " call to action" as its literal translation indicates. The call to action (CTA) is the text/button that closes a post on a site, a company social profile, a landing page, an SMS that invites action, therefore telling readers what to do and where to click to perform a specific action . The classic example is the " buy now " through which you proceed with the purchase of the sponsored product/service, but it can also be an invitation to sign up for a newsletter, to book an event, to download content and so on.
The call to action, therefore, is essential for structuring a promotional campaign , converting Estonia Phone Number List and generating leads with content marketing , i.e. the branch that mainly deals with creating content for the different channels. The importance of microcopy in the call to action The content in the call to action plays a fundamental role and is defined as microcopy , i.e. a short text that guides the user through the browsing experience. The user, by clicking on the call to action button, must feel confident in what he is doing. An example? A well-known hospitality portal simply changed the text of a call to action from "book now" to "check availability " achieving great success: the user, in fact, hesitated to click thinking that the next step would involve immediately booking the room room. Indeed, it has been shown that the copy " Get information " instead of " Ask for information " leads to a significant increase in conversions. This is because the verb "obtain" is more immediate than "ask" which makes one think of a long and boring process, therefore unattractive for the customer. 5 tips on how to create effective calls to action There is no definitive answer to the question “ which phrase, button or style works best ?” However, it is essential to know some guidelines that allow you to make the call to action user friendly , i.e. clear, direct, reassuring, clearly visible and inclusive: Use clear and persuasive copy We have already mentioned the importance of microcopy.
To make it effective, therefore to guide and stimulate the user, it must be incisive, concise, arouse curiosity and highlight the benefits, i.e. highlight the advantages that the action entails. In practice, it is better to immediately say what you want without mincing words. For example " Subscribe to the newsletter ", " download the discount coupon ". Focus on the sense of urgency and gratification Another pillar of copy for calls to action is urgency. It means making it clear in a few words to "take advantage because the opportunity does not last long". The giant Amazon is a master in this, promoting special offers with " While stocks last", " limited availability" and so on. Create a bond with the user Don't neglect the feeling that must be created with the user. In fact, it is essential to choose the right pronouns: if you use the first name, you build a relationship of familiarity and trust, stimulating the reader's emotions. Harness the power of the word “free” It seems banal, but the term "free" immediately captures attention and above all reassures the user. If what you propose is free, then don't hesitate to use it! Take care of the graphic part The graphic elements highlight the call to action. The colours , shapes , position of the text and any images must blend together and produce a clear, striking message.
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发表于 2024-4-30 14:33:17