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Vad är en call to action (CTA)?

Call to action, även kallad CTA, används mycket i marknadsföring. En CTA uppmanar kunden att göra något, exempelvis klicka på en call to action-knapp och köpa en produkt. En CTA är således ett bra sätt att konvertera dina besökare till kunder. 

Först och främst bör du fundera på vad målsättningen är med ditt företag. Är det till exempel att konvertera besökare till kunder, generera leads eller är det för att skapa en bra e-postlista? När du vet vad din målsättning är vet du vad du ska uppmana dina kunder till.

Exempel på en CTA

Exempel på call to action

Call to action-knappar kan se olika ut, både visuellt och textmässigt. Om du exempelvis jobbar för en resebyrå kanske ni har en häftig sommar-destination på kampanj just nu. När besökare klickar på kampanjen för att läsa mer kan du ha en call to action-knapp som lyder “Boka nu. Du uppmuntrar då kunden att boka en resa till destinationen. En CTA ger ofta bra resultat eftersom kunden kanske bara behöver en sista liten push efter att ha läst en artikel om destinationen. De är nyfikna, de vill resa till landet och när de väl har läst klart artikeln ser de en CTA som uppmuntrar dem att göra slag i saken och boka resan. 

Tänk på att en call to action kan uppmuntra kunden till andra handlingar, inte bara till att köpa en produkt eller tjänst. 

Om ditt företag har kurser så kan du erbjuda en gratiskurs för personer som anmäler sig till era utskick. Du kan ha en call to action knapp som lyder “Prenumerera nu. Detta för att locka dina besökare att prenumerera, vilket är en stor tillgång för dig eftersom du kommer att ha deras e-postadresser för framtida användning. 

Några exempel på calls to action är:

– Handla nu     

– Kontakta     

– Anmäl dig     

– Starta din kostnadsfria provperiod     

– Boka din plats     

– Prova gratis     

– Anmäl dig för 20% rabatt     

– Kom igång idag     

Detta är bara några exempel, du kan egentligen skriva vad du vill för att uppmuntra dina besökare till handling. 

Marknadsföringsidéer för call to action

Det finns mycket du kan hitta på med en call to action. Här delar vi med oss av några marknadsföringsidéer för att verkligen optimera din call to action.

Mobilskärm med flera CTA

Gör ditt erbjudande tydligt

Se till att din call to action-knapp är väldigt tydlig. Den ska inte vilseleda kunden. Om din call to action exempelvis lyder “Starta din kostnadsfria provperiod”, se då till att du har länkat knappen till en sida där kunden kan starta en kostnadsfri provperiod. Det ska inte heller dyka upp några dolda kostnader när kunden anmäler sig – det måste vara helt kostnadsfritt precis som det står i din call to action-knapp.

Korta CTA:er

Använd en kort och rättvisande text på din call to action-knapp. Du vill verkligen uppmana kunden till handling med ett ord eller två. En call to action ska vara det som gör slag i saken och får kunden att agera.

Matcha alla dina CTA:er

Se till att din call to action i annonsering matchar din call to action på din webbplats. Om vi går tillbaka till vårt “Prenumerera nu”-exempel, om du har “Prenumerera nu” på din webbplats, ska det inte stå “Titta på videon nu” i din annons. Dina CTA:er bör matcha varandra och ha ett slutmål: att uppmuntra kunden att prenumerera. 

Välja rätt färg på CTA

Färger

Se till att färgerna på din CTA sticker ut. Satsa alltid på ljusa färger, men testa några olika färger och följ upp vilken som fungerar bäst för dina besökare om du inte är övertygad. Istället för att tvinga på kunden en enorm CTA-knapp, prova ljusa färger för att sticka ut.