Call-to-action is the key to interactivity in digital marketing campaigns. Despite its apparent simplicity, this small button is not always easy to design in terms of form, placement and integration. How to make it the most impactful and convincing possible? How to make it generate engagement and conversions? Here are our main tips for boosting your future CTAs.
Back on the importance of call-to-action
Call-to-action (CTA) is a button (text or link) whose purpose is to quickly attract the reader’s attention and encourage it to act, therefore click. It is an essential component of email marketing since it is through them that the person will decide to engage, thus creating the interaction between the brand and consumers, generating traffic, conversions and largely increasing the campaign performance.
This small element, however so important, must therefore be particularly neat and deserves time as well as reflection.
Some examples of CTA
To encourage purchase:
Take advantage of our promotions
Get 50% reduction now
For a company:
Make an appointment
Start my free trial
Download the PDF
Get the application
For an event:
Book your place
Buy your tickets
To collect reviews:
Respond to the survey
Leave a comment
Share your opinion
Follow us on social networks
4 elements to take into account to optimize your CTAs
One thing is certain: your CTA must be seen, stand out from the rest of your email and be attractive. So we will have to work on your shape, size and color. Opt for a simple, sleek and licked design, no need to put too much. Regarding the color, we generally advise to choose only one, which is quite lively if possible in order to be very clear without jumping either in the face of the reader. Also remember to stay in the spirit of your brand graphic charter. As for the size, you have to find the right balance with a CTA neither too small nor too big.
Finally, use white spaces to bring out the CTA compared to the rest.
2# The choice of words
Besides the design, the words used for the CTA are the key to its success. Be brief, clear and convincing. As you can see on the examples above, there are no extension sentences. Allow a maximum of 4 words. Start by finding the main word that could describe the action you want to see your reader do, what he has to win by clicking, which could encourage him to do it, then work around this same word. He must immediately know what awaits him if he clicks on your button.
Use action verbs and imperative. You can also create a feeling of emergency if it is a temporary offer.
There are several schools concerning the placement of the CTA. Some specialists maintain that it must be placed at the top of the email, others below. So let’s say that the two work well and that the choice will rather depend on the content of your email. If the intention of the message is immediately identifiable, you can put the button at the top. On the other hand, if the reader must read the email to understand well, it is better to place it at the bottom. And don’t forget that the main thing is to make it as visible as possible.
Know that it is possible to place two CTAs in your email, but not more, and provided that it is done strategically, that the reader is not lost in these multiple click options.
4# the landing page
Obviously, the page on which your reader will land must correspond to the CTA, under penalty of giving it the impression of having been duped. So make sure you have linked the right page and that it immediately contains the content expected by the person.
Remember to test your call-to-action several times, including its appearance and proper functioning on PC as on mobile. Each of the details mentioned above counts and can influence the click rate in a positive or negative way, depending on what you do with it. Do not hesitate to carry out several tests to see what works best.