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CTAs originally come from direct marketing. There, the long direct mailings always had a clear call to action at the end Call to action at the end. And because a call-to-action can take so many different forms, it can be placed anywhere.
On a website,
Before, in or after a post, a podcast episode, a video,
In an email or email signature,
In an e-book,
In a presentation,
On social media, in paid ads, etc.
The basic rule is: If you don't ask, you won't get an answer. But how do you create a call-to-action that works?
It doesn't matter whether it's text, a button or a box - a CTA should first and foremost fulfill the following basic elements:
Clear statement: Every call-to-action has only one purpose: to take visitors one step further. Therefore, only one single call to action should be formulated, which the visitor should carry out. What exactly should the visitor do? Buy a product? Sign up for a newsletter? This point is absolutely important!
Keep it simple: visitors have no time and little attention in these fast-paced times. That's why the CTA should be as simple as possible. Everything should be explained in simple terms.
Example of a call-to-action:
Netflix
"Sign up for free for one month." - Users often don't want to sign up immediately, but want to test the waters first. The ulterior motive is, of course, that potential customers will sign up after the free month.
But why do CTAs work so well?
They are based on human psychology - if you tell a person exactly what to do, they are more likely to do it.
For them to work, CTAs need to be immediately obvious to visitors and clearly state what they should do.
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