Have you ever found yourself on a website unsure of what to do next? Often, we are surrounded by elements competing for our attention, without offering us a clear path forward. Or, in the worst case, they completely lack indicators to guide us in our navigation.
The key to solving this problem lies in having clear CTAs (Call To Action), which guide users towards the desired action in a fluid manner. But what exactly is a CTA?
What is a call to action?
A Call to Action (CTA), as its name suggests, is a call to action. It is a crucial element in digital marketing that seeks to motivate users to perform a specific action, such as downloading a program, purchasing a product, reading an article, or visiting another page. These actions may vary depending on the goals of the website or app.
Características
de un buen CTA
In order for it to perform its function effectively, it must have certain characteristics:
- It must be easily identifiable, thus avoiding confusion among users.
- It must stand out from the rest of the elements through its color, size or location.
- It can be presented in different formats, either just text or accompanied by icons that reinforce the message you want to convey.
- You can include elements that convey a sense of urgency, such as time-sensitive phrases or promotions with a deadline, to encourage the user to act immediately.
- It must be easily accessible from any device or platform on which the page is viewed, ensuring that all users can interact with it without difficulty.
How to choose the right Call to Action?
To select the most appropriate CTA for each content or page, it is essential to follow these steps:
Consider the stage in the Sales funnel
It is necessary to know what stage of the sales funnel the content is in and what type of visitor it is attracting. For example, it would not be appropriate to show a visitor new to your blog a CTA for a free trial since they are not yet familiar with your business, products or services. This type of Call to Action is much more relevant for someone who is already familiar with your company and is in the process of making purchasing decisions, that is, someone located in the middle or at the end of your sales funnel. .
For an initial visitor, it would be more appropriate to offer an educational ebook or webinar, which helps them better understand the topic and guides them naturally to the next stages. In this way, you increase the chances of this visitor becoming a lead.
Know your audience
The next step is to understand who your audience is, or more specifically, the person your content is aimed at.
If you have an exclusive offer aimed at a specific segment of your audience, leverage your knowledge about that person, their interests, needs, and problems that need to be solved, to create a more relevant Call to Action.
Evaluate the reader's level of knowledge
Does your blog target different skill levels among your visitors? If so, write content that is relevant to all audiences, from beginners to experts.
For example, if your audience includes people with different levels of riding skill, from beginners to experts, an article titled "5 Essentials for Riding Beginners" will be of interest to those at the beginning level.
However, an offering intended for a more advanced audience, such as an ebook on "10 Advanced Horse Riding Techniques for Experienced Riders," would not be an appropriate Call to Action for an article aimed at beginners.
Always keep these aspects in mind when analyzing your materials and, therefore, when designing your Calls to Action. It is essential to design CTAs thinking that any user, regardless of their technical level, understands their function without having to guess. Before defining it, it is essential to know who it is aimed at and what action users are expected to take when clicking on it, in order to improve the navigation flow and increase conversion or leads.
How to measure the efficiency of a CTA?
de un CTA?
To evaluate the effectiveness of a Call to Action (CTA), it is essential to implement different strategies. For example, you can conduct user testing before launching your site or use analytics tools to closely track user interaction, such as Odoo's link tracker.
The latter allows you to create trackable links to measure the effectiveness of marketing campaigns, making it easier to identify the channels that attract the greatest number of visitors and make decisions based on accurate data.
Setting it up is very simple, we leave you a quick guide and some tips that will be very helpful:
Access the website ➜ Promote ➜ Track this page. Here you can get a tracking URL specific to your campaign, medium, and source.
Ahora, llénalos campos con la información correspondiente:
URL: Aquí deberás poner la dirección web de la página que deseas rastrear (por ejemplo, la página de inicio, un blog o la página de un producto específico).
Campaña: El contexto o propósito de su enlace (por ejemplo, una promoción especial, un evento de temporada, etc.).
Medio: El canal a través del cual se distribuye su enlace (por ejemplo, correo electrónico, anuncio en redes sociales, publicación en un blog, etc.).
Fuente: La plataforma u origen del tráfico que dirigirá a los usuarios a su enlace (por ejemplo Google, Facebook, Twitter, etc.).
Ahora, haga clic en el botón "Obtener seguimiento" para generar una URL personalizada que puede compartir o distribuir a través de la fuente que haya seleccionado.
¡Has creado tu enlace con éxito! Para acceder a las estadísticas de tus enlaces, simplemente dirígete a Sitio web ‣ Ir al sitio web ‣ Promocionar ‣ Seguimiento de esta página. Allí podrás visualizar los enlaces más clicados y los utilizados recientemente. Además, puedes acceder a estadísticas detalladas haciendo clic en la pestaña de Estadísticas, donde encontrarás información como el número de clics y el país de origen de dichos clics.
Setting up this tracker is simple, and by following a few simple steps you can get custom URLs for your campaigns. Additionally, accessing statistics allows you to monitor the performance of your links and adjust your strategy accordingly. With these tools and tips, you will be on the path to continuous improvement of your CTAs and the success of your marketing campaigns.