CTA (Call-To-Action)

In practice, we know that every type of businessBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More has its own specific characteristics and needs, but they all want users to understand what they are and take those actions.
The role of CTA is to act as a bridge to that action. It needs to reflect, in one call, the value proposition of the offer in question.

CTA IN THE CONVERSION PROCESS 🌐

Before we start talking about how to make a CTA, it’s important to understand how it contributes to the conversion process. There has long been a fairly widespread – and still valid – concept in marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More and advertising called AIDA.
Each of these stages requires its own care, and your site must be prepared to achieve the specific goals of each stage:

• Attention: the moment we gain a visitor’s exclusive attention and have them follow the navigation.
• Active interest: once the first step is done, the client may have a first look of what exactly they are watching and takes the step to look for more info about the offer.
• Want: so now a much specific analysis of the product has been completed, looking for its pros and specifics to be sure that the offer meets the needs.
• Buy: at the end, with the doubts gone, the buying action is finally done.

HOW IT WORKS IN PRACTICE ⚙️

There’s a fairly simple way to identify whether or not your CTA is attracting attention: the 5-second test.
If the answer doesn’t say what the next step should be, the CTA may not work as well as it should.
To attract attention there are a few aspects that need to be considered carefully, they are:

• The size of the Call-to-Action relative to other elements on the page.
• The color composition of the page and the color of the Call-to-Action.
• The number of Call-to-Action options available.
• Other elements on the page that point to the CTA.

Usually, text is the element that helps a lot at that stage. That’s why we don’t recommend using Call-to-Actions in the style of “click here” or “talk to us”: they don’t generate interest and don’t convey the value proposition of the offer.
In other words, the big goal of CTA text is to make the visitor understand what’s going to happen next and to make him identify and feel safe with it.