“Learn more”. How many times have you come across this invitation at the bottom of a webpage or in a Newsletter? Often, right? Well, this is none other than a Call-to-Action, a button with a link that takes you to another page with more in-depth information or allows you to download content.
What is a Call-to-Action?
It can be defined as the moment of contact between the marketing efforts and the potential customer (Lead, web user, etc.) designed as a prompt to buy, fill out a form, or download a document. Everything that has been created up until that moment by the company (communication, website, content) is dependent on that desired click of the “button”.
The presence of a CTA varies according to the objectives and, when it is included, it is used as part of a progressive process.
Let’s give an example: I click on a CTA that I find in an email or in an ad (AdWords, Facebook Ads, etc.) and I land on an article or a blog. In the content that I am reading I come across another “Call to Action” that prompts me to download a document, and within this, there is another CTA with a link for subscribing to a Newsletter.
Why should you add a Call-to-Action?
Protocol80 has reported a series of reasons founded on several statistical findings. The numbers show the following:
- more than 90% of users who read the headline on the page will also read the CTA;
- clicks were increased by 371% and sales by 1617% when emails were sent with a single call-to-action;
- adding a CTA to the Facebook page will increase the click-through-rate by 285%;
- a CTA within a video gets 380% more clicks than normal sidebar CTAs;
- a CTA placed at the end of an informational video on the services offered can increase conversions by 144%;
Based on the locations of the CTA the following conversion rates have been estimated:
|Side bar||0.5% to 1.5%|
|At the end of a post||0.5% to 1.5%|
|Pop-ups||1% to 8%|
|Sliders and bars||1% to 5%|
Welcome Gate (a full screen call-to-action that grabs
the user’s attention before showing any content)
|10% to 25%|
|Feature Box (an opt-in box to incite people to subscribe to the newsletter)||3% to 9%|
As you may have guessed, the CTA has the numbers on its side.
Objectives of a CTA
The presence of a CTA can help you achieve many objectives. Let’s examine some of them. To increase leads, use CTAs that prompt the user to:
- download an eBook;
- subscribe to the Newsletter;
- register for an event;
- request a demo;
- subscribe to a specific section of the blog.
For example, to encourage a purchase on your eCommerce site, choose a CTA that announces:
- a new service;
- the latest product.
To bring more traffic to the site and grow the number of fans, choose a CTA that focuses on:
- introducing a new article;
- receiving updates.
CTAs are characterized by graphical elements like color and contain a message that captures user attention and entices them to click. The brief text inside does not have a standard phrase to use in every circumstance, in fact, the more original it is, the more appealing it is to the user.
But do CTAs follow well-defined rules? Of course they do!
First of all, for an effective CTA, three important aspects must be considered: text, design and placement.
- Original: the “click here” stereotype is now negatively associated with intrusive ads and fake pop-ups. Use a little creativity.
- Clear: the user that clicks wants to be sure of what the next step will be.
- Concise: to be viewed on all devices, it must be in the form of a button.
- Compelling: use action verbs in the imperative form like “download” or “get”.
Tips: the words “discount” or “free” can be used, but we don’t recommend them. Often when sent in emails they end up in the black hole of SPAM.
- Shape: within what shape is the CTA contained? The geometric form of the button can attract the attention of the reader so don’t underestimate it. The most common shape is the rectangle.
- Size: it can be viewed differently on mobile devices. Be careful not use elements which are too big.
- Color: important in making the CTA stand out more.
Tips: the font used can make it more or less appealing to the user. It must be legible and compatible with the devices of different email customers.
A final design aspect that you can work on is the positioning of the button. For this, there are two rules to follow:
- Prominent, try to place it before the “scroll“;
- Not too high, you run the risk of your readers becoming “disinterested” in the content.
Also, how many times should it be inserted?
There is no correct number, but User Experience helps us to understand how not to break up a user flow. The number varies depending on whether it is an email (where CTAs are more common) or a webpage.
Tips: the placement of the CTA often depends on the context in which it is inserted. There are different objectives for a download than for a “Call-to-Action” that invites the user to purchase. The best solution is to do an A|B test on all three characteristic elements of CTAs in order to obtain data on the preferences of your users
KPIs to analyze
The most significant are within the context of emails because click rates (CR) and click-through rates (CTR) are calculated on the CTAs inserted in them. When the rates increase, it means that the message content and the CTA images have incited the user to click. Therefore, it is important to keep track of them.
Do you want to know which are the most important KPIs of Email Marketing?
4 examples of Calls-to-Action
These are the CTAs of the Loacker Newsletter “Tempo di Bontà” and the loyalty program of Borgione, three examples of Calls- to- Action that are clear, direct and original.
This Call-to-Action is less engaging. It is definitely too long and the information “on our eCommerce site” is completely superfluous. It would have been better to write a brief description before the CTA.
CTA that generate 500k of Conversions
Calls-to-Action and Technical Innovation: how to insert them into the subject line of an email.
Now that we have a clearer idea of what a CTA is, and have seen some examples of how it should be used, lets’ talk about Gmail Actions or Gmail Email Markup.
Gmail Actions and their functions
For a couple of years now, Gmail allows you to place some interactive extensions within the subject line of emails that arrive in the mailbox of users with a Google account. Among these, is the option to add a Call-to-Action at the end of emails that companies send to their customers.
Before examining this function and giving an example of a specific case, let’s take a quick look at all the functions that are currently available:
- RSVP, allows you to reply to an invitation to an event.
- Review Action, allows you to capture reviews from your users based on the content of your email.
- One click Action, allows users to call an HTTP POST at an address, and based on our reply, the action will be reported as complete or in error.
- Go to Action, with one click, you can land directly on the page of a website without opening the email.
To implement Go-to Action, Google requires that certain conditions are met. In particular, the emails must be authenticated through DKIM or SPF, a signature technology used to associate a domain name with an email message to an email, which verifies that the content was sent by the same domain. An authentication made possible with MagNews that configures and tests the DKIM signatures for all the domains like FROM and makes it possible to achieve optimal deliverability results on Gmail.
Case Study: Findomestic
Findomestic sends all its promotional communications to millions of customers via MagNews using advanced Marketing Automation, particularly with respect to online estimating.
Go-to Actions can be excellent tools for re-engaging users who have not completed a conversion. For this reason, Findomestic decided to simplify the process of completing an abandoned request for financing.
Since 2013, the company has completed 500,000 pending requests using MagNews and Marketing Automation.
Via MagNews, the partner institutions of Findomestic send personalized emails the moment when the contact leaves the request for funding incomplete. In the subject line of the email, the user finds the Go- to Action, where the CTA is displayed. With just a click, and without opening the content, the user ends up on the landing page of the credit institution to complete the abandoned request.
Landing directly on a landing page with the saved form from the interrupted page:
This instead is the email, in case it was open:
What are you waiting for? Discover all the benefits of Marketing Automation.
- Conversions: 500 K
- Delivery Rate: 98.4%
- Engagement: 12%
Do you want to use Action Buttons in your emails?