What is CTA and why is it essential for lead generation?
Nowadays a sentence became one of my favorite and even a mantra in our office at Automizy: “Let’s fill up the top of the sales funnel!” but of course in a cost-effective and quick way. Does it ring any bell to you as well?
And what about the despair, that “Ok, but how the hell will I deliver about 100.000 new registrants into my page?” if this also sounds familiar in your ears don’t be frightened, because we have a little magic what is not else than the CTA, namely the good old Call-to-Action.
A Call-to-Action, CTA, is nothing else than a link or button what encourages to action the visitors on your website or blog. It’s a critical component of the lead generation process and with its help, you can take your visitors’ attention to the downloadable hooks or get them to subscribe to your newsletter.
Call-to-actions crucially needs because this is the very first step towards conversion. That is to say because if the visitor already clicked on the CTA you are halfway to win in this situation.
How does a CTA look like?
- Big, text based / illustrated / button’s CTA
- Middle sized/ illustrated/ text based/ button’s CTA
- Small, text based/ button’s CTA
- Inline, text based/ button’s CTA
- Or just a simple button CTA
Call-to-action button examples
Where should the CTA be?
Usually, the CTAs are being placed the edge of the website or blog. However, the place is not always simple as its, because the location with purpose should depend on the lead lifecycle rather than opinions based such as e.g.: the design of the website or just where it fits in.
At the top of the site: If the lead is in the top of the funnel (TOFU) and you want to fill up the sales funnel with it, the best is putting the CTA at the top of the site. They are those kinds of leads who are in the explorer phase and visiting your site at the first time. Their attention needs to be grabbed as soon as they are on the website, because it is quite likely that they will leave the site soon, therefore the CTA needs to be placed in the front of their eyes, if possible at the top of the site.
An example about a top of the site CTA on Automizy’s website
At the middle of the site: If the lead is on the middle of the funnel (MOFU) so it is a recurring visitor, it is recommended to place the CTA at the middle of the site. As they have less to leave the site, so it is advised to positioning the Call to Action in the middle for them.
An example about the middle of the site CTA on Marketing Agency Insider’s website
At the bottom of the site: CTA must be put at the bottom of the site as well, but it is not for the first visitors, it is for the engaged visitors, in other words for the marketing qualified leads. With these CTAs it is worth to advertise free demo access or consultation.
Examples about a bottom of the site CTAs on Buffer App blog
Some tips to convert more leads with CTA:
1, Visuality always wins!
Right, I know that I mentioned earlier that CTA can be a text-based link or a button, but I would rather advise you to use the button version though because visuality can make a better impression. You can raise awareness more likely with a button rather than with a text-based CTA because it blends into the environment. That is why to use buttons instead.
2, The bigger the better!
And this is not a joke now. The CTAs should be as big and attention raising as they could be, okey not to let it hang over the screen. However they should stick out from the context, and the website of the sidebars need to be big enough as well to avoid to overlook them not even accidentally. Even, if you think it is big enough, be sure it is not, so make it bigger! 😉
3, Make it contrasting
The flashier the better it is. So if your boss or the global management say that it needs to match with the color image of the company and website, then slap the table and explain to them that it won’t be good like that! As the CTA has to stick out from its environment, so if it possible use different colors what can raise attention rather than the color of business. Think about it, who do you recognize in the crowd Pamela Anderson or the Average Joe? The appearance of the CTA needs to be imagined like that on a webpage. It needs to be more sexy and attractive to bring up any attention. However, it is possible only if it is big and flashy enough. So all in all, play with different colors and typography!
4, Use manuals
What the user role is, write on the CTA’s button. So just easily write on it “Download…”, “Subscribe for… ” or “Want to book time for…”, etc., with these, you encourage for action too and they don’t need to scratch their head what to do next, will know it.
5, CTA should drive traffic to a landing page
CTA always needs to direct to the landing page where content can be downloaded easily. In this kind of world where striving with UX colleagues to shorten the user’s path the landing page could be thought as an unnecessary step, but landing pages are really needed. With the aid of the landing page, you can get that useful information what is later, at the lead nurturing phase will be indispensable. The landing page has to contain a form what visitor need to fill up before getting the promised material. And on the form don’t just ask for the basic, instead, go further ask more personalized information such as e.g.: Where does he/she work and in what position, etc.
Don’t hesitate, create CTAs and convert leads from visitors, then customers, because now you know CTA is the first step on the way of shopping.
He graduated from the Technical University of Budapest, with master’s degree in Software Engineering, Economics and Management.
As a serial entrepreneur he has 10+ failed projects and one big winner one: growing Protopmail email marketing service from zero to a market leader position in Hungary.
He has been working more than 20 years in software development, more than 10 years in IT project management and also having the serious of 10+ years experience in email marketing and marketing automation.
Aside from running a successful business, Gabor is also an email marketing and marketing automation consultant and works for clients like GE Money, DHL, Bridgestone and for several banks and insurance companies.
He also appears at multiple online marketing colleges as a guest speaker, and a well-known speaker at online marketing related conferences.
Gabor speaks 4 languages, has three kids and he is a serious golf addict.