Voluum DSP Glossary Call to action – CTA

Call to Action (CTA) explained

Call to action is a marketing term that indicates the next desired action a visitor should make.

What is a call-to-action?

When a visitor reaches a landing page, they are presented with additional sales content. But usually the most visible part of the landing page is the big button that says something like ‘Buy now’, ‘Start saving now’, ‘Enroll to our free webinar’. It usually is a button or a link or a clickable image. This tells a visitor straight away what they need to do to benefit from the offer.

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Call-to-action explained

A good call-to-action should not just be a simple link to the offer. It has to be designed in a clever way to prompt not only an immediate response but also evoke enthusiasm, present a benefit, or provide instructions. The text and the placement of the CTA link or button is a major part of the conversion rate optimization process. Read More.

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How to design a good CTA

The CTA has to provide a clear message, so a visitor should know what will happen and what is expected of them if they click.

It’s also a good practice to include benefits. ‘Click and start saving now’ CTA is a bit long but it does convey the message well.

Position of the CTA is also important. The best position for this link or a button is above the fold. This term originates from traditional printed newspapers that were sold folded in half. The publisher knew that only the top part of the newspaper was visible before the purchase, so they tried to put the most important and eye-catching stories above the fold.

In the digital marketing world however, the term ‘above the fold’ refers to the part of the web page that is visible without scrolling. This does not restrict a landing page designer from creating longer pages. But the best design puts the CTA before the longer sections of text and does not require users to scroll down just to get to the offer. 

For longer landing pages that consist of several sections, it’s best to put a CTA under each section. This will make it visible no matter where on the page a visitor is. 

You can also put CTAs that lead to alternative offers, just in case a visitor might be interested in something else.