What is a 'Call to Action'?

Hi All,

Call to action(CTA) is a term that is most familiar in marketing, which induces a user over online to do an action in favour of a online seller or a service provider.

Call to action varies in accordance with the intention of the service provider. An action may vary from simply providing a feedback to more demanding like directly asking a user to proceed for a product purchase, be it an online store or other purchasable online product.

Implementation:

A call to action can be simply implemented on an online store (for e.g.), by simply placing your desired CTA text or content inside the control of your online store web page. The control can be anything like a 'button' which on selection, will take the user to the payment page, where he/she can be able to buy the product or service.

In general we can classify call to action strategy into 2 types:

Demanding Call to action

A demanding call to action, usually involves in pushing the customer to make an immediate purchase. Here, it is obvious that user is aware of making a definite sale to the online merchant or service provider.

Demanding call to action strategies are the most widely used technique to generate revenue by online sellers. 

The following are some of the examples for a typical demanding call to action:

Buy Now:

This is the famous phrase used in most of the online store purchase. This text can be used to represent buying any sort of product or service from on online store merchant.

Download Now:

This is a famous call to action implemented on an online store that sells e-books in general. This is a demanding call to action, as this intentionally urges the user to buy their stuff. This type of CTA, comes generally handy when the selling product is a digital stuff, that can be downloaded. For example, digital products like ebook, songs/albums/movies, software, apps etc. can be made to be sold out through online.

Non Demanding Call to action:

This type of CTA involves in making the user to buy for a product or a service, but in an indirect and step by step process. This type of call to action consists of a sequence of steps, that makes the user to build a trust towards the online seller. This feeling gradually makes the customer to create a curiosity to buy for the service or product ultimately.

The following are some of the examples that resembles a non-demanding call to action:

Sign up or create an account:

Though this phrase seems not so attracting to buy a service or a product, a user by starting to accept these services (for e.g. signing up for newsletters), he/she might turn into a real buyer, in the near future. Further, the user can recommend this to his/her friends, if your service is appreciable.

Further we'll see how to present a call to action attractively in our upcoming articles.

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