A “Call to Action” is a signal or signpost on a web page that prompts a site visitor to take a specific action. It may be in the form of a button or short banner displaying a message like “Buy Now,” “Sign-Up Here” or “Join Today.”
It encourages the site user to take this action now rather than waiting until they have reviewed additional data and offerings displayed at other sections of the page. When the page user clicks on the “Call to Action” symbol, the corresponding link takes them to the web page or site area where they can buy, sign-up or join.
Main Reasons Why “Calls to Action” (CTAs) Are Important in Web Design
Effective use of the “Call to Action” element is especially important in web design for the following reasons:
• Site Visitor Clarity. When a site visitor lands on a web page and views the products, services or information being offered, a clear and concise “Call to Action” alerts the visitor to take an important step. This message acts as a signpost to clarify the next move for the visitor to make to complete a specific action. In most instances, this action leads to purchasing a product, registering for a service or signing up to receive a site newsletter or ongoing promotional material.
• Sales Funnel Entrance. A clear and effective “Call to Action” moves a site visitor into the sales funnel for purchasing products or services of a brand. It helps to eliminate confusion about how to reach a sales transaction page and complete a product purchase quickly and easily. It also encourages web page visitors to join a website or register for an online course without needing to return to the same site to figure out the correct procedure later.
• Continued Site Interaction. If a visitor lands on a blog page to read a blog post and sees a clear CTA at the end of the blog, they are likely to click on the CTA symbol. This CTA may lead to reading another related blog post, joining an email list, purchasing a product or joining a brand Facebook group. In many instances, a CTA may be used to prompt site users to explore all areas and offerings of a website before leaving.
It may also encourage page users to become involved with another offering on the site, such as registering for a series of webinars or joining a regular virtual discussion group related to the site’s products, services and purpose or cause.
• Contribution Requests. Some website CTAs may also ask politely for voluntary contributions to a favourite, site-sponsored or affiliate charity or social cause. In addition, the CTA or a subsequent one may encourage site users to take a survey or fill out a questionnaire relative to the site’s products, services or purpose.
While some of these “Calls to Action” will be represented by a symbol or button, others may be followed by clicking on a word or phrase displayed in brightly coloured letters. Each CTA will have its distinctive symbol, button, word or phrase to make it easy for all website visitors to follow.
