The call-to-action button: everything you need to know

Do you want to boost your site? Do you want your visitors to see all your pages, share your articles on social networks and be able to buy your products? No problem, the solution exists and the " call to action " is for you. On your web page, put a button to encourage your readers to take action. Also keep in mind that interaction on your site is an important milestone in the process of converting a visitor into a customer. The CTA is an indispensable   marketing tool that influences behaviors through the correctness of its style, message and placement on the page. Discover without delay what exactly is the call-to-action button and how to create it correctly.

What is a call-to-action button?

It is an element of the page that encourages action by responding to the specific message of an action verb (see, buy, subscribe, etc.). The CTA is identified as an essential digital marketing tool, because it embodies an interaction with the site. Indeed, by clicking, the Internet user takes a first step towards a possible conversion into a customer. In practice, the button serves several purposes:

• guide the visitor in the discovery of the site;
• allow purchase, quote request, registration, etc.;
• generate momentum and enrich the internal network ("find out more", "read more", "continue", etc.);
• Encourage sharing of articles on social networks.

Note: the call to action is not necessarily a button on which the Internet user clicks. It can also take the form of a link embedded in a text. It fulfills the function when it encourages the visitor to act to achieve a clearly defined objective.

How does call to action impact marketing?

Working on digital marketing

Are you starting to think that the CTA deserves your attention? Very well! Consider it valuable. The call-to-action button is the key element of animation and marketing strategy. Without it, nothing sells.

The call-to-action button therefore contributes significantly to the commercial development of the company. Note its most representative functions:

• accompany the Internet user in his visit, facilitate his navigation, keep him longer on the site;
• make products known, encourage people to test them (free tests, white papers) and then to buy them;
• implement a marketing strategy by promoting content (emails, newsletters, notifications, etc.);

Spread the company's image on Social Media Verification Service (free advertising) and attract new prospects.

Note: It is important for the site manager to know the volume and quality of these interactions. The analysis tools allow him to observe in detail and understand the behavior of visitors on each page. It then becomes possible to put calls to action on the site to direct readers to the least visited pages.

How do I create a call-to-action button?

A classic CTA: share on social networks

On the one hand, it is a question of clearly defining the objective of the button and clearly identifying the target. On the other hand, the button should contain a short text with a message that goes straight to the point. So, there are a few basic rules to follow.

Visibility and style

The call-to-action button must be visible and inciting. With a pleasant design, it stands out with a color in harmonious contrast with the other elements of the page. Keep in mind the emotional and cultural impact of each color, since the CTA has every interest in being adapted to the marketing target.

Here is a brief reminder of color codes and mental associations:

Relevance of the text

The content is clear and precise. It must not present any ambiguity on the expected action. The style of the text adapts to the target. The action verb is preferably used in the infinitive, in the first person singular or as a formal formality. If it is not a text but a pictogram, it must carry a universally shared symbolism.

Some examples of call to action

The current trend exploits the sense of urgency of action. Thus, terms of limit, deadlines or countdowns are often associated with promotional offers: "offer valid until Friday 13 at midnight", "more than 7 h 26 min", etc.

Where to position it?

Keep in mind that a web page is traversed by following a path in Z. The attention is concentrated on the rightest points, the global vision focuses on the center of the page. A text, even a short one, interests the visitor, puts him "in the bath" and finally prepares him to make the precious click. Thus, the call to action is often positioned at the top right of the page, or centered after a short text in the center of the right part of the page. The button benefits from maximum visibility and the user does not have to scroll (scroll the page).

Each page of the site is dedicated to a subject and a purpose, whether they are fixed pages, categories or blog posts. It is therefore wise to create call-to-action buttons on each of them. Beyond all the functions seen previously, the call-to-action buttons can maintain the internal mesh. This increases the time spent by the visitor on the company's site and contributes to its conversion.

Note:  Do you need to place multiple call-to-action buttons on the same page? Consider prioritizing them. The most important CTA is preferably positioned in the upper half of the page, if possible, in the center, otherwise in the right part. The more accessory buttons are at the bottom of the page.

It should be remembered that these call-to-action buttons require particular care. As they ensure the dynamism of web pages, CTAs play an important role in marketing action. Also note that if you lack the time to create or improve the call to action of your pages, you can entrust the task to a web editor.