{"id":53557,"date":"2017-06-29T14:50:56","date_gmt":"2017-06-29T12:50:56","guid":{"rendered":"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/call-to-action-cta"},"modified":"2019-08-27T09:52:00","modified_gmt":"2019-08-27T07:52:00","slug":"call-to-action-cta","status":"publish","type":"dicmarketing","link":"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/call-to-action-cta","title":{"rendered":"Call to action (CTA)"},"content":{"rendered":"<p><em>Call to Action<\/em> (CTA) is a term widely used in marketing, which refers to those <strong>literal or graphic elements that serve to attract a user to perform a specific action immediately<\/strong>. The &#8220;action&#8221; we want them to perform can range from something as simple as subscribing to a <a title=\"See the definition of Newsletter in the Online Marketing Dictionary of Human Level\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/newsletter\" target=\"_blank\" rel=\"noopener noreferrer\">newsletter<\/a> or downloading a song, to buying a product, hiring a service, requesting a trial version of a program or application, participating in a contest, and a long etcetera.<\/p>\n<h2><em>Call to Action<\/em> examples<\/h2>\n<p>They can appear in the body of the main text or content, or they can appear in separate modules, in the header, in the <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/footer\" target=\"_blank\" rel=\"noopener noreferrer\">footer<\/a>, in the <em>sidebar<\/em>&#8230;<\/p>\n<p>If, for example, we are offering some kind of service, we can find a <em>call to action<\/em> in the header, such as our customer service phone number and a &#8220;Call now!&#8221; invitation.<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-30859 aligncenter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora.png\" alt=\"Call to action call\" width=\"1210\" height=\"224\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora.png 1210w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora-400x74.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora-754x140.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora-900x167.png 900w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/llama-ahora-1200x222.png 1200w\" sizes=\"auto, (max-width: 1210px) 100vw, 1210px\" \/><\/p>\n<p>This CTA can include a link to our phone, especially convenient for customers browsing from their cell phone, since they only have to click and the website will redirect them to the corresponding application that will automatically dial the number.<\/p>\n<p>On websites that require you to be logged in, you will see calls to action to register or log in. For example:<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-30860 aligncenter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/login-registro-cta.png\" alt=\"Call to action for login or registration\" width=\"998\" height=\"105\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/login-registro-cta.png 998w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/login-registro-cta-400x42.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/login-registro-cta-754x79.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/login-registro-cta-900x95.png 900w\" sizes=\"auto, (max-width: 998px) 100vw, 998px\" \/><\/p>\n<p>Subscription to a newsletter:<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-30861 aligncenter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/newsletter-cta.png\" alt=\"Newsletter cta\" width=\"326\" height=\"399\" \/><\/p>\n<p>Amazon, when we enter its website from a mobile device, invites us to download its application, which also combines with an <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/interstitial\" target=\"_blank\" rel=\"noopener noreferrer\">interstitial<\/a>:<\/p>\n<p><img loading=\"lazy\" class=\" wp-image-30864 aligncenter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/CTA-de-Amazon.png\" alt=\"Amazon CTA\" width=\"449\" height=\"380\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/CTA-de-Amazon.png 874w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/CTA-de-Amazon-400x339.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/CTA-de-Amazon-754x638.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/CTA-de-Amazon-768x650.png 768w\" sizes=\"auto, (max-width: 449px) 100vw, 449px\" \/><\/p>\n<p>It also customizes it according to the operating system we use.<\/p>\n<p>We also often encounter Call to Action in search results &#8211; both organic and paid &#8211; particularly in meta descriptions. It is very common to see combinations of the type:<\/p>\n<ul>\n<li><strong>&#8220;Enter<\/strong> our online store and <strong>discover<\/strong>&#8230;&#8221;<\/li>\n<li><strong>&#8220;Explore<\/strong> our catalog of&#8230;&#8221;<\/li>\n<li><strong>&#8220;Read<\/strong> this article about&#8230;&#8221;<\/li>\n<li><strong>&#8220;Find out more<\/strong> about our services of&#8230;&#8221;<\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"size-full wp-image-30866 aligncenter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/asos-cta-description.png\" alt=\"ASOS call to action in the meta description\" width=\"617\" height=\"232\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/asos-cta-description.png 617w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/asos-cta-description-400x150.png 400w\" sizes=\"auto, (max-width: 617px) 100vw, 617px\" \/><\/p>\n<p>All these phrases encourage the user to click on a result, and in this way, the website earns their visit.<\/p>\n<p>Actually, the main objective of a good CTA is to get the click, no more, no less. And, for this to happen, <strong>the call to action must be eye-catching and persuasive<\/strong>, offering a clear value proposition, something that will incite the user to act and be converted.<\/p>\n<h2>How to create an effective <em>call to action<\/em>?<\/h2>\n<p><img loading=\"lazy\" class=\" wp-image-27329 alignright\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/pointer-300x300.png\" alt=\"Pointer\" width=\"250\" height=\"250\" \/><\/p>\n<p>An effective <em>call to action<\/em> is a combination of good design, writing and proper placement on the page. To do this correctly, we need first-hand knowledge:<\/p>\n<ul>\n<li><strong>The purpose of the button or link<\/strong>. What kind of conversion do you want to achieve? A visit, purchase, download, subscription&#8230;?<\/li>\n<li><strong>The <em>target<\/em> to which it is directed<\/strong>. It is important to know how to properly identify your audience, their preferences, concerns, interests&#8230; and design the CTA based on all these aspects.<\/li>\n<\/ul>\n<p>Done well, calls to action are a truly effective technique in any industry. Don&#8217;t forget:<\/p>\n<ol>\n<li><strong>Your proposal must have value<\/strong> for the user you are addressing. Otherwise, no matter how special it may be, if it does not meet some of your user&#8217;s needs, it will eventually go unnoticed.<\/li>\n<li>In addition to offering value, you must find a way to make your proposal tempt them and make it more attractive than that of your competitors, whether it is a better design, greater ease of use&#8230; <strong>You must know your strengths first hand and make the most of them<\/strong>.<\/li>\n<li><strong>Data, numbers, statistics<\/strong>&#8230; all of them are elements that contribute to reinforce your proposal. Be specific in what your user will get if he\/she performs the expected action.<\/li>\n<li>We have told you to be specific, but you must also <strong>be brief and to the point<\/strong>. It concretizes without preamble the purpose of the CTA.<\/li>\n<li>The <strong>element of urgency has proven to be very effective<\/strong>. Introduce it in your <em>copy<\/em>, either with phrases such as &#8220;last places!&#8221; or &#8220;the first 10 [&#8230;] will get [&#8230;]&#8221;. &#8220;Only 2 left [&#8230;]! Use a little imagination and think about the argument that could make your users rush to perform the action.<\/li>\n<\/ol>\n<h2>References:<\/h2>\n<ul>\n<li><em>Call to Action<\/em> explained in the <a title=\"Read about Call to action in the SEMRush Blog\" href=\"https:\/\/es.semrush.com\/blog\/que-son-cta-call-to-action\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog at SEMRush Spain<\/a>.<\/li>\n<\/ul>\n\n<section class=\"rounded-xlg cta-image\">\n<div>\n<p class=\"gb-text cta-abovetitle\">Tu marca, visible y encontrable<\/p>\n\n\n\n<p class=\"gb-text cta-title\">Est\u00e1s a un paso de dominar tu categor\u00eda online<\/p>\n\n\n\n<a class=\"gb-text btn\" href=\"#anchor-formulario\">Start now<\/a>\n<\/div>\n\n\n\n<img loading=\"lazy\" class=\"gb-media-f45eabef\" alt=\"\" title=\"HL20-SEO\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/HL20-SEO-1-e1770805082974.png\" width=\"500\" height=\"400\"\/>\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Call to Action (CTA) is a term widely used in marketing, which refers to those literal or graphic elements&#8230;<\/p>\n","protected":false},"author":3,"featured_media":48061,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"area":[411],"letra":[384],"class_list":["post-53557","dicmarketing","type-dicmarketing","status-publish","format-standard","has-post-thumbnail","hentry","area-online-advertising","letra-c"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a Call To Action (CTA)? | Human Level<\/title>\n<meta name=\"description\" content=\"What is a Call to Action? 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