Call To Action

A call to action (CTA) is a prompt to the consumers of a marketing campaign or the visitor of a website to act. A call to action can be in text form or as an image, or as a combination of both media. The CTA is often a prerequisite for the user to interact with the site. At the same time, a sensibly placed call to action can increase the conversion rate.


A call to action is always referred to as a call to action if the recipient is asked to deal with the product in a certain way within the framework of advertising. However, the goal of a call-to-action is not always to convert directly. Different objectives such as generating leads are also possible. A CTA can also consist of encouraging the reader to click on other articles or media in order to increase the retention time.

Possible goals of a call to action

  • Purchasing a product
  • Scheduling a consultation in a specialist shop
  • Viewing a particular web page with more information
  • Adding a product to your shopping cart
  • Requesting information
  • Request for a call
  • Application for a newsletter
  • Registration on a website
  • Agreeing on a test drive at a car dealership
  • Starting a download
  • Request to read further
  • Recommending further products or pages or a website

A call to action is an absolute must in any marketing campaign as it has proven to increase response rates or conversions. Calls to action are not only used in print and online advertising, but also in television and radio spots.


Application possibilties

  • Landing pages: Classical landing pages work specifically with CTA to generate conversions.
  • E-mails: In newsletter marketing or e-mail marketing, call-to-activity plays an important role in ensuring that users react to the letter.
  • Websites: E-Commerce websites always use call-to-Action to convert visitors to buyers.
  • TV commercials: Each TV spot usually contains prompts for action for the viewer.
  • Radio commercials: In radio commercials, the listener is usually prompted to act after listening to the advertisement.
  • Print advertisements: In the print sector, too, advertising is designed in such a way that the consumer is explicitly asked to take action.
  • Display ads: Banner advertising usually works with CTA.
  • Online text ads: Text ads via programs such as Google AdWords contain a call to action on limited space. Google itself recommends these elements for text ads. [1]
  • Meta Description: Meta descriptions used for snippet in the SERPs should contain a CTA to increase the CTR.

Placement of the call to action

The call to action should be positioned in such a way that the recipient of the ad can perceive and understand the message. There are two possible ways to position it. It can be placed at the beginning of the ad, called “above the field.” However, the call to action is usually placed at the end of the ad, where the positive impression about the product or business can be picked up and turned into a response. The call-to-action is thus the "highlight" of a text or graphic, for example "Buy product xy cheap online now!!" at the end of a product description in an online shop.

Design of the call to action

A call to action must always be formulated in such a way that the consumer does not feel domineered. Instead, it should make them want to act. A call to action should be brief, and should not exceed two sentences. Ideally, it should be just one sentence or a few words. The call to action should be clearly distinguishable from the rest of the ad with respect to its appearance.

In Internet media, so-called "buttons" are often used. These are buttons labelled with the action prompt that directly triggers the respective action. Often they stand out from the rest of the website in terms of colour. The design of the buttons is usually very simple and consists of a text element with a contrasting background.

Example of a call to action

In addition to this simple "button solution", a call-to-action can also be combined with a strong image. For example, websites have proven to work with faces because they inspire confidence among visitors. These CTAs are often used, for example, to encourage visitors to make a call.

Click rate optimization with call-to-action

Call to action is an important element for optimizing the Meta Description. This meta element of a website is used by search engines for snippets in the SERPs. If a user has entered his search query into the search engine and receives the search results, only a few milliseconds remain until he decides for a result that he clicks. If a call-to-action is included in the snippet, the chance increases that the user clicks on exactly this result and is forwarded to the website. The call-to-action can thus contribute to a higher CTR in the SERP. In this sense, it also becomes a SEO-relevant element of OnPage optimization.

Link with artificial scarcity

The response to a call to action can be improved when working with a so-called artificial shortage. The advertiser creates a sense of scarcity artificially, such as by offering certain discounts only for a limited time or a limited number of copies of the offer. A typical example of artificial scarcity is this call to action: “The first 50 buyers will receive a special discount of 20 percent. Get your special discount.”

Significance for online marketing

Digital advertising media or websites without call to action often mean that the user will look at the content, but will not act in the desired way. A call to action prompts the user to act, as the name suggests. The user becomes active. The call to action can be very simple and appear in the body of the text to keep the reader on the page. However, regardless of how a call to action is ultimately implemented, it is a central element of any advertising campaign and just as important for visitors to interact with a website.


  1. Writing successful text ads support. google. com. Accessed on 01/30/2017


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