Call to action has become a popular phrase in marketing circles and for websites. A call to action is actually a set of words or a button that urges readers or viewers to take instant affirmative action. Typical examples of call to action include website buttons saying, “buy now”, “click here for full story” or ‘dial our 0800 number for…”. A call to action is for promoting and enabling a user to buy a product being offered. It is equivalent to prodding a visitor or prospective customer what to do next after listening or reading a sales promotion campaign, a website or an article.
Call to action is a persuasive tool that can boost sales since it clearly pushes customers, removing their hesitation or uncertainty about the next step, not letting them procrastinate or forget about a product that may have appealed initially.
The purpose of Call to action
- As a strong suggestion, it clearly states what actions visitors must take- As a marketing technique, it also states the outcome after the action has been taken. It seeks to entice prospective customers, and by gentle, even emotional persuasion, pushes them towards a purchase.
- Builds a case for sales- A call to action is part of advertisements or other marketing strategies, or on websites, reappearing at convenient gaps, after subtle hints and sales promotion jargon has been used, encouraging and repeating, the sales effort to close the sale.
- A gradual buildup, not a rushed affair- A call to action appears repeatedly but after the ground has been prepared, and benefits highlighted. The reader or viewer is not pushed or rushed, only gently coerced into taking the final step to buy.
- Serves as an explicit message- While addressing the target audience or clientele, a call to action is not implied or hinted, but explicitly stated with affirmative words like, “subscribe now”, “order”, “click” and so on. All the terms have a clear action orientation.
- Provides temptation and irresistible offers- a call to action is always made after the products to be sold have been praised sufficiently to prove tempting and the offer made then, proves to be irresistible. This may include some rebate, additional freebies, or something that is difficult to refuse.
- Leaves no scope for dilly-dallying- A call to action has a timing connotation to it. It pushes for immediate action, leaving no room for dilly-dallying, or ‘think about it’ time. It works most times though it may occasionally, put off a prospective customer with the sense of urgency which may appear as an act of desperation.
- Very conspicuous, and cannot be missed- A call to action always stands out in copy written material and on websites as a button. Its color, font and impact is all different in terms of size and appeal. It may prove to be the most important part of the website or advertisement that is easy to find and creates an impact, pushing the reader towards using it for affirmative action.
A call to action is the culmination of the effort made for a sales call, appearing on websites or in sales copy, stated verbally, or in writing, but pushes viewers and readers towards taking affirmative action.