A call-to-action (CTA) is a call to action, and its main goal is to create a conversion.

For this very reason, it must contain a concise, direct and explicit message with which you want to stimulate the user to perform a specific task.

Web surfers are often intent on making their way through the many stimuli presented to them on the Web, so it is important to tell users what action is expected of them.

What is a call to action

To give a definition, a call to action is an element that is intended to direct the visitor to adesired action.
It is generally textual content (but can also have a graphic form or be contained in a button) that directs the user to a specific web page.

We all come into contact with a large number of call-to-actions every day. From social to websites to newsletters, the use of CTAs is widespread and promises a satisfying degree of effectiveness.

The parameters for distinguishing call-to-action types

Call-to-action types can be identified based on two parameters:

Destination of the call to action link

Link destination refers to the direction to which CTAs lead. They may point to:

  • internal links: links that point to pages within the same website and are used to direct the user to a page in the same domain;
  • anchor links: links that direct the user to a specific point within the same page (e.g., to a form);
  • External links: links that send the user to an external site on another domain.

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Call to action priority

In addition to destination, call to actions are classified according to the purpose and the engagement they generate in the user to be fulfilled.

In other words, call-to-actions with different objectives can be placed within a web page.

The primary CTA prompts the user to take a direct conversion action such as contacting the company, filling out a form, or signing up for a newsletter.
Every site should have a primary call-to-action in line with the business objective and target audience.

In contrast, secondary CTAs are intended to promote internal navigability between pages and engage the user more in exploring the site.

In this regard, it is critical that the two types of CTAs communicate, through the position in the layout and the text message, what is the hierarchy between them.

How to use a call to action

In terms of usage, call-to-actions are composed of a graphic part (visual) and a text part (copy).

The graphic part allows the call to action to be recognizable and catchy. Various solutions can be explored in this case, using:

  • buttons
  • forms
  • colors

In addition, the text component must adopt simple, understandable and engaging language. The user must feel “pulled in.” To be effective, it is good if the copy expresses an unambiguous and unintelligible request.

Finally, size can play an important role: the larger an element is, the more visible it will be, but be careful not to overdo it. Excessive size may be disproportionate and unattractive to the user.

The placement of a CTA

When we talk about the placement of a CTA we can refer to two aspects:

In what element can you put CTAs

Where is it appropriate to place CTAs?
In every element that is likely to generate a user conversion. In fact, there are no strict limits for their use, although usually call-to-actions are found within:

  • banners: usually placed in special spaces between sections of a page or in the sidebar;
  • pop-ups: GUI elements that automatically appear on top of a page in order to attract attention. These elements can disturb readers and prompt them to ignore their content;
  • social: tend to be within a post and may link back to the site of the person who owns the page;
  • email: within the newsletters;
  • Web sites: usually the primary one is on the homepage.

Where to place CTAs within the page

The spatial location of CTAs within the page is also important.
Indeed, a CTA must be easily accessible and users should not move too much on the vertical axis of the page.

The most effective strategy is to place the CTA in the immediately visible part of the page, called above the fold.

But does it make sense to place a call to action below the fold, the part of the page that can be reached by scrolling?
Yes, according to some studies there is a correlation between the increasing distance of the CTA and the complexity of the subject matter. The more complex the item being discussed, the more appropriate it is for the call to action to be distant from the top of the page where it is located, so that the reader has time to evaluate the subject of the communication.

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June 24, 2022

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