Call To Action (CTA)


A Call to Action, or CTA, is a phrase or button on your website or social media page that entices your audience to take action. Calls to Action can be in the form of subscribing to an email newsletter, buying a product, downloading an e-book, or anything else that you want your audience to do.

Types of Calls to Action

A CTA can be in various forms, such as a button, a banner, an image, or even a simple text link. It all depends on how and where you want to use it. However, the most effective CTAs are buttons or images that are visually appealing and eye-catching, making it easier for your audience to click on them.

Here are a few types of CTAs:

1. Direct Call to Action (DCTA): A direct call to action is a clear and concise message that asks the visitor to take a specific action, such as “Sign up now” or “Download our e-book.”

2. Soft Call to Action (SCTA): A soft call to action is a more subtle message that encourages the visitor to take a specific action, such as “Learn more” or “Find out more.”

3. Benefit-Oriented Call to Action (BOCTA): A benefit-oriented call to action highlights the benefits of taking a specific action, such as “Get access to exclusive content” or “Join our community.”

4. Urgency-Based Call to Action (UCTA): An urgency-based call to action creates a sense of urgency and encourages the visitor to take a specific action quickly, such as “Limited time offer” or “Don’t miss out.”

5. Social Proof Call to Action (SPCTA): A social proof call to action uses social evidence, such as customer testimonials or reviews, to encourage the visitor to take a specific action, such as “Join the thousands of satisfied customers” or “See what our clients are saying about us.”

6. Scarcity Call to Action (SCTA): A scarcity call to action emphasizes that a product or service is limited in quantity or time-sensitive, such as “Only 5 spots left” or “Limited time offer.”

7. Anxiety-Based Call to Action (ABCCTA): An anxiety-based call to action plays on the visitor’s fear of missing out or losing an opportunity, such as “Don’t let this opportunity pass you by” or “You don’t want to miss out on this deal.”

8. Humorous Call to Action (HCTA): A humorous call to action uses humor to encourage the visitor to take a specific action, such as “Don’t be a boring person, sign up now” or “Join the cool kids club.”

9. Personalized Call to Action (PCTA): A personalized call to action is tailored to the individual visitor based on their interests, behavior, or demographics, such as “Recommended just for you” or “Get your exclusive offer.”

10. Multiple CTAs (MCTA): Some pages may include multiple calls to action, each with a different purpose and targeting a different segment of the audience. For example, a page might include a DCTA, an SCTA, and a BOCTA.

Why are CTAs important for marketers?

A call to action is an essential component of any marketing campaign because they create a sense of urgency and encourage your audience to take quick actions. They can also be an effective tool to measure the success of your marketing efforts. If you’re not using CTAs to drive conversions, you’re missing out on a tremendous opportunity.

Tips for Creating Effective CTAs

  • Use Action-oriented language: Use action verbs like “subscribe,” “register,” “buy now,” or “download” in your CTA copy.
  • Make it Stand Out: Choose color palettes that contrast with your website’s background colors, draw your viewer’s eyes towards the CTA, and ensure it’s placed in a prominent location.
  • Keep it Short and Simple: The effectiveness of a CTA lies in its simplicity and clarity. Make sure it’s straightforward and easy to understand.
  • Ensure Sales and Marketing Alignment: The messaging and language you use in your CTA should align with the messaging across your entire sales and marketing funnel.

A/B and Multivariate Testing CTAs

One of the best things about CTAs is that they are easily customizable. You can experiment with different variations, such as color, size, text, and placement, to see what works best with your audience. A/B testing your CTAs is a good practice to find out which ones are leading to more conversions.

Having a strong CTA is crucial for any business. It creates a sense of urgency among your audience and encourages them to take action. A well-placed and well-designed CTA can make the difference between a successful or unsuccessful marketing campaign.


House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström