A Call to Action, ou CTA, é uma chamada para ação que direciona as pessoas para a continuidade daquilo que estão avaliando ou lendo.
Todos os dias nos defrontamos com situações de CTA, por exemplo:
- empurre,
- fechado,
- entre.
Quem já não percebeu as placas e avisos que são colocados em portas e ambientes solicitando uma ação ou informando algo?
As pessoas, a partir da leitura do aviso, tendem a tomar decisões e agir de acordo com a chamada solicitada.
Neste post apresentamos a Call to Action, sua finalidade e como utilizá-la adequadamente para aumentar as conversões. Continue lendo!
O que é Call to Action?
Call to Action, no mundo digital, é uma chamada visual ou textual que tem por objetivo levar o visitante de uma página a realizar alguma ação.
Você mesmo, quando estava buscando por esse assunto na página do Google, encontrou inúmeras páginas e, provavelmente, deve ter avaliado o título e a meta description, ou seja, aquelas duas linhas que apresentam um resumo do que trata o post.
Note que em algumas metas existe a CTA, portanto, o convite para que você acesse a página e conheça mais sobre o assunto.
Acredite! A CTA faz a diferença e cria uma importância ao post, pois parece que se não for lido, algo importante estará sendo perdido pelo visitante.
Onde a CTA deve ser utilizada?
A Call to Action deve ser utilizada sempre que o visitante estiver ao final de alguma etapa da sua leitura ou pesquisa e deve conduzi-lo para o próximo passo.
Portanto, precisa estar presente em:
- posts,
- landing pages,
- sites,
- e-mails.
Isso significa que após o visitante fazer a leitura de um post, por exemplo, ele deve ser direcionado a alguma ação para continuar navegando pelo seu site, blog ou e-commerce.
Caso não exista a CTA inspirando o leitor a conhecer detalhes, acessar outro post ou a fazer contato para mais informações, ele possivelmente sairá da sua página e continuará suas pesquisas em outros sites.
Exemplos de Call to Action para aumentar sua conversão
As CTAs precisam ser utilizadas de acordo com os objetivos e fase do funil de marketing em que o lead se encontra.
Vamos a alguns exemplos:
As CTA em posts devem ser utilizadas na meta description, ao final da introdução e no término do artigo. Um exemplo para isso está nesse material que você está lendo agora.
Já as landing pages, que têm por objetivo a conversão de visitantes em leads, ou de leads em clientes, devem apresentar destacadamente o próximo passo para o usuário.
Supondo que você esteja capturando informações, a CTA nesse caso é o texto e o botão que solicita ao cliente a ação. Exemplo: Clique no botão e receba o ebook gratuitamente. Na sequência, um botão chamativo com os dizeres: CLIQUE AQUI.
No caso de sites, a CTA consiste em banners, pop-up e chamadas em meio aos conteúdos, incentivando o visitante para uma ação. Como: Faça agora o seu pedido e ganhe…
Em seguida, um botão apresentando a descrição: CLIQUE PARA COMPRAR.
Por último, o e-mail utilizado nas campanhas deve sempre convidar através da Call to Action a alguma ação, que precisar estar de acordo com a etapa do funil de marketing em que se encontra o destinatário.
Se a mensagem tem por objetivo apresentar conteúdo, a CTA deve levá-lo a algum post que trata de determinado assunto do seu interesse.
Nos casos em que o objetivo é a venda, deve remeter o lead a uma landing page ou uma página de vendas de produtos/serviços.
Agora que você já sabe o que é Call to Action e sua importância nas comunicações com o seu público, fique conosco e leia o post que apresenta os 8 formatos mais utilizados pelo marketing de conteúdo!
Pingback: 5 dicas de copywriting para alavancar as vendas! - witu.digital
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