Do you want to know a secret that can make or break your online ads?
Something that directly impacts your conversion rates?
Are you ready for it?
It’s a call to action!
What is a call to action?
A call to action (CTA) is a written directive that encourages readers to take the desired action. The CTA can take the form of a text hyperlink, button or plain text with no link. Common examples include “Buy Now” or “Subscribe Today.”
Why does a CTA matter?
An effective CTA reduces decision fatigue and provides meaning for your context. Readers need to know what to do next and have a sense of urgency to take action. This increases your number of conversions.
How do you write a CTA for social media?
- Use strong action words. Begin with a verb, such as “buy,” follow with an adverb, such as “now,” or a subject, such as “e-book.”
- Use the text surrounding your CTA to reduce distractions and ease anxiety. For instance, remove any unnecessary links or images. Or, add the disclaimer “no credit card required.”
- Encourage an emotional response. Add numbers or adjectives, make a promise, influence the fear of missing out (FOMO) or play up your unique selling point (USP). For instance, “Buy now and get 50% off!”
- Ensure the CTA makes sense in the context. Keep in mind what your goal is and the type of content your CTA will be seen with.
- Keep your CTA short. Use as few words as possible. Viewers should be able to read it at a glance.
Should you use A/B testing for your CTAs?
- Running an A/B test lets you evaluate the strength of your CTA. You can experiment to see what is most effective for you.
- Because audiences respond differently to CTAs, one CTA may outperform the other.
- You can measure your CTA’s success by using a conversion rate formula. Take the number of clicks divided by the number of impressions, or times the CTA was viewed.
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