“Words are sacred. If you get the right ones in the right order, you can nudge the world a little” – Tom Stoppard. The saying holds equally true for businesses where Click to Action, more commonly known as CTA can push the customer in the desired direction.
What is a Call-to-Action or CTA?
CTA is a strategic prompt and an interactive design element created as a button to compel and push customers to take actions aligned with user needs and business goals. ‘Buy now’, ‘sign up’ and ‘add to cart’ are a few popular examples due to the use of microcopy which can effectively entice customers to click on them. A well-designed CTA can be a great tool to increase conversions and a badly designed CTA can distract your user from taking the right path.
CTAs for B2B and B2C Companies
Calls-to-action vary significantly depending on the industry. For instance, ‘sign up for free’, ‘download for free’, ‘join our webinar’, ‘book your demo’ and ‘contact us’ are a few CTAs commonly used in the B2B industry. However, for B2C companies, commonly used CTAs are on the lines of ‘add to wishlist’, ‘add to cart’, ‘sign up’ and ‘unlock x% discount’ or ‘unlock offer’.
Irrespective of the industry and size of the enterprise, CTAs are crucial for a robust content strategy and accessible UX design.
Who Creates Call-to-Action within a design team?
A content strategist and a visual designer, led by a user-experience designer is the right team mix to create effective and compelling calls to action. Conventionally, CTA buttons are easy to notice which has also led to the misconception that CTA buttons should always be striking and attention-grabbing. While it’s true that CTAs should seize the user’s attention, this idea can often lead designers to create gimmicky buttons without much thought to the copy. In reality, though, a simple and clear CTA button in line with the website’s colour theme is the most effective approach to encourage customers to click on it.
A content strategist and a visual designer work together to create good CTAs because the copy on the CTA button is as important as the design and colour of the button.
Regardless of the type of business, a successful CTA not only communicates the product’s value and proposition clearly but is also action-oriented and customized based on the customer’s stage within the sales journey.
How do Weak CTAs Impact Business?
Even though CTA buttons are relatively small design elements on a page full of text and visuals, the impact of weak CTAs can be fairly intense. Without clear CTAs, customers may not know what action to take next leading to fewer conversions. Poorly crafted CTAs can also lead to frustration on the user’s part and they could simply leave without taking any action, thus increasing bounce rates. The least to say is, that inconsistent placement of CTAs can lead to a poor user experience and fewer future visits.
How to Identify Weak CTAs?
If your website is struggling with Click-through rates, ineffective CTAs could be the culprit. Another way to identify weak CTAs is to check for CTA buttons that blend in with the content and don’t stand out. Are your CTAs communicating the benefit of taking action? Or does your CTA placement lack strategy because of which they are getting missed? These are important questions to ask when your CTAs are not getting the clicks they should.
How Maya Studios Can Help Create CTAs That Drive Conversions
At Maya Studios, our team of expert content writers, visual designers and UX designers swear by CTAs because we understand that these small-appearing business elements can be pivotal in giving you that well-deserved business. Maya Studios can help you in multiple ways to create effective CTAs that drive conversions. Our team is expert at conducting A/B testing to identify the most effective design and messaging amongst the different CTA variations. Our copywriters are highly proficient at crafting CTAs that encourage customers to take action. Our visual and UX designers visually appealing CTAs and place them such that they garner high visibility and maximum impact.
Whether you have a small or large business, Maya Studios can help your website’s conversion and drive business through effective strategies.
