CALL TO ACTION: THE ART OF PERSUASION
Call to Action is a request to take action. As a Web Marketing strategy, Call to Action is a set of distinguishable elements that ask the web navigator to perform an action controlled by our will. As a rule, the call to action takes place in the graphic layout of the website in the form of buttons, which in turn are linked to certain pages (landing page, newsletter, contact form, etc…).
In order for the call to action to be effective and not ignored by the user, it is advisable to make some clarifications.
CTA must be simple, understandable and accessible to all users. It must be clear why it is essential to click on the button immediately at this point and explain the benefits. The user rightly asks: “But why do I have to click now, at this moment?”
THAT ACTION MUST BECOME A NATURAL CONSEQUENCE.
In order to get the user to perform the action at that moment, it is necessary to give him a valid motivation, this is the most complicated part. It is not easy to get someone to do something, especially on the Internet. The ignorance expressed in television advertising marketing as surreptitious advertising is translated into persuasion, into web marketing by convincing the user to do what we ask them to do (click this button, fill out a contact form, buy our product).
But why should the user react positively to the Call to Action? Here are three tricks for implementation:
Give and have: to make it clear to the user that if he implements our proposal (click on the button), he still receives an advantage, a benefit There are only a few left, the last possibility: to make the user understand that there are only a few left of this special service, this product, this offer or that the offer is still valid for a few days. Impart competence: Show that you are competent and knowledgeable in what we propose or what we talk about.
The “Call to Action” is an excellent instrument and tool for web marketing that can be introduced into your website, especially if it is linked to actions that are really interesting for the user and useful for the owner of the website. Usually the call to action is inserted into the landing page, the purpose of which is to promote, sell, subscribe to the newsletter, receive offers and gifts. It seems that the most effective color to attract the attention of the user is orange, because it is a color that breaks and contrasts and stands out from all other colors.
