How important is a Call to Action?

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You may have heard the term CTA before. It stands for Call to Action which is the term marketers use to describe words which cause conversions.

Normally, a CTA appear on a Magento website and will provide people with a link or direction. This is a crucial part of turning a site’s visitor into a customer.

When it comes to online marketing, CTAs are ways of seizing opportunities. If you have a captive audience on your website or social media profile, instructing them on what to do next is vital or you risk them wandering off your page and on to your competitor’s site.

Putting a CTA button on your site which leads your customer through to a different page where they can sign-up to something, buy something or perform a different action will make sure that they do act and not just click away.

It is estimated that 90 percent of people who look at your website will read your CTAs and if they are embedded in your text then your conversion rate will increase by over 120 percent. Those statistics are extremely telling.

Now we have established how powerful a Call to Action can be, let’s talk about what you want your CTA to say.

It’s crucial that you experiment with a range of different CTAs and get feedback from your target audience on them. Putting up a demanding statements could put off potential customers which is the last thing you want to do. Using capital letters, bold text and a bright colour might be too much at once. Subtle CTAs, such as ‘Do you want to find out more? Click here’, can work but normally, the best bet with a Call to Action is to be clear and concise.

Trying out a few different phrases for your CTA buttons may seem like a time consuming task but that doesn’t have to be the case. There are plenty of programmes available online for you to use for ‘A/B’ testing which will do the hard work for you. The benefits of testing your CTA statements are, again, unquestionable as it has been reported that simple A/B tests can up your conversions from 20 to 95 percent.

There are CTAs we can all think of off the top of our head, like ‘Sign up here’ or ‘Get in touch’, which are extremely popular. Businesses use these terms because they work, they are short but sweet, simple in nature and you, as the viewer, know what will happen as a result of you clicking. 3 words CTAs tend to be most effective for this very reason. It’s not a bad idea to use CTAs similar to these but try and see if you can make yours ever-so-slightly different to stand out.

Using different colours for Calls to Action or CTA buttons has also proved to show conversion improvements. Pick a colour which stands out from the rest of your site. You don’t want the CTA to be lost within the rest of the text on your site. Remember, these can be tried and tested through A/B methods.

Your CTAs can improve the overall success of your website, its landing pages and your revenue, so it’s important not to underestimate their use. As a leading Magento Agency, we know CTAs like the back of our hand. When it comes to placing a CTA button, we use heat maps which visually representing the visitors on our client’s sites clicks, taps and scrolling behaviour. With this information, we are able to be certain that the placement of any CTA is going to attract the majority of the site’s visitors.

Which Calls to Action appeal the most to you as a customer? If you have a Magento site yourself, what have you found to work when it comes to CTAs? Let us know in the comments below.

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