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O que é uma call to action?

O que é e para que serve uma CTA (call to action)? Descubra como esta forma de marketing pode ajudar na conversão de visitantes em clientes

Uma call to action, também chamada CTA, é muito utilizada no marketing. Uma call to action significa instruir um cliente a fazer algo, clicar no botão CTA, e comprar um produto, por exemplo. Assim, um botão de call to action é uma ótima forma de converter os seus visitantes em clientes. 

A primeira coisa que deve fazer é considerar qual é o objetivo final do seu negócio. Por exemplo, pretende converter visitantes em clientes, gerar leads, ou criar uma grande lista de correio eletrónico? Uma vez conhecido o seu objetivo final, sabe no que deve centrar a sua call to action. 

Exemplos de Call to action

Os botões de call to action podem parecer diferentes tanto visualmente como também no texto. Por exemplo, se trabalhar numa agência de viagens, poderá ter um destino de Verão fresco que está com desconto na sua empresa. Quando as pessoas clicam na promoção para ler mais sobre ela, pode ter um botão “Call to action” que diz “Reservar agora”. Está a instruir e a encorajar o cliente a reservar a viagem para esse destino. As CTAs são muitas vezes muito bem sucedidas porque um cliente pode precisar apenas de um empurrãozinho depois de ler um artigo sobre o destino. Estão intrigados, querem viajar para o país, e quando terminam de ler o artigo, vêem um botão de CTA que pode realmente fechar o negócio.

Tenha em mente que uma CTA não serve apenas para encorajar um cliente a comprar um produto ou serviço. Uma CTA pode ser utilizada para várias coisas.

Se oferecer cursos na sua empresa, pode oferecer um curso gratuito para pessoas que se inscrevam. Pode ter um botão call to action que diz “Subscrever agora”. Isto serve para atrair os seus utilizadores a inscreverem-se, o que é uma grande vitória para si, pois terá os seus endereços de correio eletrónico para utilização futura. 

Alguns exemplos de call to action são:

–       Compre agora

–       Contactar

–       Registar

–       Começar agora teste grátis

–       Reserve o seu lugar

–       Experimentar grátis

–       Registe para 20% de desconto

–       Comece hoje

Estes são apenas alguns, mas pode escrever ali tudo o que quiser para atrair e encorajar as pessoas a agir. 

Ideias de marketing Call to action

Pode fazer muito com CTAs. Abaixo partilhamos algumas ideias de marketing para realmente aperfeiçoar a sua CTA e fazê-la funcionar em seu prol. 

Faça a sua oferta de forma clara

Certifique-se de que a sua call to action é bem clara. Não induza o cliente em erro. Por exemplo, se o seu botão call to action indicar “Iniciar o seu teste gratuito”, certifique-se de que ligou uma página que leva o cliente ao seu teste gratuito. Não tenha custos ocultos enquanto o cliente se inscreve – deve ser completamente gratuito, tal como afirmou no botão CTA. 

CTAs curtos

Use um texto curto e preciso no seu botão call to action. Quer realmente preparar o cliente para agir com uma ou duas palavras. A call to action deve ser o ponto de partida e selar o negócio. 

Combine todas as suas CTAs

Assegure-se de que a sua call to action nos anúncios corresponde à sua chamada para a ação no seu site. Se voltarmos ao nosso exemplo ‘Assine agora’, se tiver ‘Assine agora’ no seu site,, o seu anúncio não deve dizer ‘Veja o vídeo agora’. Os seus CTAs devem coincidir e ter um objetivo final: encorajar o cliente a subscrever. 

Cores

Certifique-se de que as cores do seu CTA se destacam. Procure sempre cores brilhantes, mas teste algumas cores diferentes e verifique qual delas funciona melhor para os seus visitantes se não estiver convencido. Em vez de ter um grande botão CTA imposto ao cliente, tente cores brilhantes para fazê-lo sobressair.