Period Three Blog » The Call To Action (CTA)

Feb182008

The Call To Action (CTA)

Posted by Gene in Marketing

Fadtastic has an excellent post on Calls to Action or CTA’s as we in the biz know them:

Many web designers argue that the commonly used “click here” is inadequate as a CTA because it does not convey why the user should take such an action.

It is commonly acknowledged that an effective CTA will inform the user as to why they should follow it. For example if we came across a “register now” CTA it informs us as to WHY we need to click it. “Click here” is an expression which fails on the informative front.

He goes on to say:

The best word to use is “Free”. Marketeers all agree that “Free” is the most powerful word. So whatever it is, whether it is a free product or simply free information. A killer call to action then would include the command “click here” with the incentive of “free”. “Click here for a free sample” for example.

Matt makes a good argument for both “click here” and other informative words for your CTA — which is the common thought in design circles. I think either one could be effective, you have to make sure you usage is on target in both cases. The key seems to me to make sure you offering is worth clicking for, start there and the clicks will follow.

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