Browse Definitions :
Definition

call to action

Contributor(s): Corinne Bernstein

A call to action, in marketing, is an image, a line of text or a combination of the two that is aimed at encouraging readers, listeners or viewers to take the next step.

An effective call to action comes after the marketing message and makes it clear what the marketer wants the audience to do (such as “liking” something or making a purchase) and can be included anywhere in a marketing message in a print communication, on a website, in an e-book, in an email, at the end of a blog post or on social media. A marketing message may have more than one call to action.

Calls to action use action verbs in the imperative form -- such as "click here," "sign up," "call now," "subscribe" or "download" -- and typically use words to encourage the audience to act quickly such as "limited time offer" or "act now." Effective calls to action should have compelling copy and eye-catching design and be relatively simple. Writers of calls to action should avoid multisyllabic, complicated words or terms that point to complex processes.

In calls to action, the audience should know what they are getting for their efforts, for example, an e-book. Calls to action should make it clear if the audience has to pay for something or provide personal information. Marketers should also make sure to deliver on anything they promise.

A link might be included if the goal is to send someone to a website. In online marketing, it is recommended that readers be taken to a dedicated landing page after clicking on the call to action.

Analytics can be applied to measure the performance of online calls to action. These tools can gauge the click rate in an email, on a blog or in social media. Marketing analysts might also look at the rate of clicks to submission, or how many of those who click on the call to action to reach a landing page submit the landing page form. Analytics can be also used to examine the percentage of those who view a call to action and become leads.

This was last updated in April 2017

Continue Reading About call to action

Join the conversation

1 comment

Send me notifications when other members comment.

Please create a username to comment.

What call to action techniques have you used to encourage more customers to engage with your business?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • compliance framework

    A compliance framework is a structured set of guidelines that details an organization's processes for maintaining accordance with...

  • regulatory compliance

    Regulatory compliance is an organization's adherence to laws, regulations, guidelines and specifications relevant to its business...

  • privacy compliance

    Privacy compliance is a company's accordance with established personal information protection guidelines, specifications or ...

SearchSecurity

SearchHealthIT

  • telemedicine (telehealth)

    Telemedicine is the remote delivery of healthcare services, such as health assessments or consultations, over the ...

  • Project Nightingale

    Project Nightingale is a controversial partnership between Google and Ascension, the second largest health system in the United ...

  • medical practice management (MPM) software

    Medical practice management (MPM) software is a collection of computerized services used by healthcare professionals and ...

SearchDisasterRecovery

  • crisis management plan (CMP)

    A crisis management plan (CMP) outlines how to respond to a critical situation that would negatively affect an organization's ...

  • disaster recovery (DR) test

    A disaster recovery test (DR test) is the examination of each step in a disaster recovery plan as outlined in an organization's ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

SearchStorage

  • kilobyte (KB or Kbyte)

    A kilobyte (KB or Kbyte) is a unit of measurement for computer memory or data storage used by mathematics and computer science ...

  • megabytes per second (MBps)

    Megabytes per second (MBps) is a unit of measurement for data transfer speed to and from a computer storage device.

  • zettabyte

    A zettabyte is a unit of measurement used by technology professionals and the general public to describe a computer or other ...

Close