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    Today we are surrounded on almost every side by various messages, advertisements and Internet banners. This, unfortunately, makes it harder and harder for advertisers to attract users and encourage them to interact. However, one of the simpler solutions that can definitely help us get that potential customer is the use of the so-called Call to Action. I will now discuss exactly what it is and provide some tips to consider if we want it to be effective.


    What is a CTA?

    CTA (Call to Action) is a kind of strategy to attract users’ attention and encourage them to perform an action we desire – fill out a form, make a purchase, sign up for a newsletter, etc. A CTA most often takes the form of a short, catchy sentence placed on a graphic, a button or a pop-up window on a website.

    Benefits of using CTAs

    Using the right CTA in your advertising materials or on your website can bring us tangible results at little cost. Among the biggest advantages we can highlight are: 

    • Generating a potential customer base
      Call to action can be used to attract new audiences who may become our customers in the future. We can encourage users to visit our website, observe us on social media or subscribe to our newsletter.
    • Increase conversion results
      Call to action is especially important in e-commerce. Its proper use can significantly improve our conversion results and, consequently, the sales results of our online store. Of course, if your main goal is not shopping, but, for example, acquiring leads, then a CTA will also work well in this case.
    • Lower cost of advertising
      Using the right CTA can translate into a lower cost for ads that rely on an auction system (such as Meta Ads or Google Ads). In the end, the more catchy the call to action, the more clicks on our ad, the higher the CTR and the possibly lower the cost.

    Where can we use CTAs?

    CTA we can really use in a variety of places. Most often, it is placed in such locations as: 

    • Internet ads
      We can use the call to action in our paid online ads. It can be placed on the graphic – in the case of banner ads, but also in the headline or in the ad text. In the CTA, we usually put phrases that are directly related to our ad — if it is a lead ad we will use the slogan “Fill out the form and receive a personalized offer”, and in the case of a sales ad “Buy now at a promotional price”.
    • Social media
      It is equally popular to use Call to Action in social media We can place them both in the content of our posts, on the photos or videos we share, and in the bio of our profile. CTAs such as: “Learn more about the new collection” or “Check out our offer and take advantage of the promotion”.
    • Website
      Our website is also an ideal place to put CTAs on it. We can add  them on the home page, or on individual sub-pages in the form of a button or a pop-up window. However, remember not to overdo the number of different CTAs. It is best to place a few of them, in strategic places that are most frequently visited by your audience. It is worth bearing in mind that in this case you do not want to attract the attention of users, but to keep them on the site and encourage further engagement.
    • Mailing campaigns
      CTA can also be used in your newsletter. By including it in the body of your email, you are able to dramatically increase the engagement of your audience. For example, you can encourage users to check out the latest offer on your website or read a new blog article.

    How to write an effective CTA?

    If we want our CTA to be effective, it must be both eye-catching and not too pushy, so that users don’t feel pressured by us to perform an action. Hence, the golden mean is very important in this, which we can try to achieve by following some of the following tips.

    Use direct phrases

    When creating CTAs, don’t be afraid to emphatically indicate to recipients what you would like them to do. Using imperatives like “Click”, “Check”, etc. will work well for this. Preferably, they should be a direct address to the addressee. Such a tone is far more convincing to take action than a requesting and sometimes even begging form.

    Equally, good are phrases in the first-person singular such as “I am checking”, “I am receiving”, “I am buying”. This is because using this form makes it easier for our recipients to decide.

    Pose a clear message

    The user should know what will happen when they respond to our message. Therefore, our CTA must answer questions such as “Why should the recipient click on our ad or button?”, “What action should they perform?”. 

    In addition to the fact that our message should be concise and specific – it must also accurately reflect the needs of customers. Therefore, limiting ourselves to just a slogan: “Click” may not be a good idea. It is simply too dry and does not indicate why the user should click on our button. Instead, a CTA: “Click and receive a discount coupon” will definitely work better.

    Present benefits

    Customers buy a product in order to be able to do, achieve or express something with it. That’s why it’s important, when creating a CTA, to use arguments that will convince them to take advantage of your offer specifically. What benefits you use depends on what you are offering your audience. You can emphasize, for example, the possibility of saving money, expanding knowledge, exclusivity. 

    Additionally, you can also make a promise here, i.e., inform the user of what they will gain by clicking on a button with a CTA, e.g., “I want to receive a free e-book”, “Receive a free gift”. What’s more, you can emphasize a certain exclusivity in these messages — focus on making users feel that the offer is targeted specifically to them, but its availability is limited. An example might be: “Join our newsletter and receive a 15% discount on your first purchase”.

    Take advantage of the power of FOMO

    In calls to action, any phrase that indicates to us that the offer is limited works very well: “Today only”, “Take advantage of the last hours of the promotion”. This is related to the FOMO (Fear of Missing Out) effect. Therefore, if our offer is only during a certain time, don’t forget to emphasize it.

    Expose the CTA and place it in a prominent place

    It should come as no surprise that even the best-crafted CTA may not be effective if it is not placed prominently. Users usually scan a website quite superficially with their eyes and stop at those places that are most prominent to them. Therefore, when creating graphics or preparing your website, consider highlighting the call-to-action button with some more vivid color or a different font. 

    In addition to the proper prominence of the CTA, you should also keep in mind its proper location. We should try to place buttons with a call to action at the top of a website, in the body of an email or blog post. Many people limit themselves to adding CTAs only at the end of an article, for example. However, such a solution may not be sufficient, as not every user always reaches the end. 

    Remember that audiences are different and have different preferences and expectations, so test different ways of placing CTAs. Also, try to change them from time to time, because as online users, we tend to unconsciously ignore things that are repetitive and in the same place.

    Try to change them from time to time, as we tend to ignore things that are repetitive and in the same place.

    Would you like to learn how to create not only effective CTAs, but also effective ad campaigns?

    You’ve come to the right place! Sign up for a free 15-minute call today and learn about our customized performance marketing training.

    How to test whether my CTA is effective?

    Whether we have succeeded in creating an effective CTA can be verified in a very simple way, namely by the CTR (Click Trough Rate). This is nothing more than the ratio of the number of clicks on a link to all impressions. For example, if our ad was seen by 1,000 people, and 40 users clicked on our CTR, the CTR is 4% (the value is always given as a percentage). 

    The value of CTR may vary depending on the industry is what product we are selling, as well as the target audience itself. However, it is generally accepted that such a suitable ratio should not be lower than 1-2%. A CTR above 3% in many cases is already a really super result. 

    Another way to assess whether our CTA is effective is to create an A/B test. In short, they involve changing one element (the color of our CTA, its content, etc.) and seeing which version brings us better results. For example, in advertising campaigns, we can easily perform such tests with A/B tests on Facebook or with experiments in Google Ads For website testing, it’s a good idea to use A/B testing applications. One of the simpler programs, for example, is Google Optimize

    Alternatively, wanting to test the effectiveness of CTAs on our website, we can use a so-called heatmap. It indicates the areas that most strongly attract users’ eyes. Programs such as Hotjar or Yandex Metrica can be used for this. You can also consider creating a survey for your customers asking for their opinions (for example, using Surcicate).


    CTA is an extremely important element of our ads, newsletters, or websites. Properly constructed, it can definitely help us increase the click-through rate, and this can directly translate into a high conversion rate. The most important thing, however, is that the call to action used fits our offer, is prominently displayed and is in the right place.

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    Aleksandra Wrońska
    Aleksandra Wrońska

    She has been involved in internet marketing for two years, but despite her relatively short presence in the industry, she has already conducted advertising campaigns for small and large companies, both on the Polish and foreign markets. He treats digital marketing not only as a job, but also as a passion, which is why he tries to expand his knowledge and skills every day. She joined Up&More in January 2023, where she manages projects in Facebook Ads, Google Ads and Apple Search Ads.