A Call to Action (CTA) is an element that aims to make the audience take an expected action. The main objective is to influence the audience on what to do and what next steps to take, help visitors and users make decisions and make sense of your content or publication. It can take many forms, such as a button, landing page, image, or link.

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It's important to enhance emotion, connect with your audience, and clarify the reason for action. One of the best ways to implement a CTA is to make it implicit rather than direct.

It's a key element to selling more. Creating a good CTA helps in the sales funnel process, as it makes it clearer for the customer how to continue his journey. In this way, the website attracts the attention of the visitors by making them interact more with the content.

To create an effective CTA, there are a few strategies you can follow. It's important to understand your main objective and build your strategy around what you need to do to get people's attention. If you are familiar with your customers’ interests and make sure that the CTA element is visible and well built, you will be able to create a sense of urgency and present a benefit to your customers.

Here are some examples of CTAs according to specific goals:

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The image below illustrates some examples of triggers:

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A good way to measure the performance of a CTA is to analyze the conversion rate, collecting data such as the number of visitors to the page and the number of people who completed the action.

EICOM Institute also recommends that you look at these cases from Hubspot to learn more.

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