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Cos’è una call to action?

Un pulsante di call to action può convertire i tuoi visitatori in clienti

Le call to action, chiamate anche CTA, sono molto comuni nel marketing. Utilizzare una call to action vuol dire istruire un cliente a compiere un’azione come, per esempio, cliccare sul pulsante della CTA per acquistare un prodotto. Pertanto, un pulsante di call to action è un ottimo modo per convertire i tuoi visitatori in clienti.

La prima cosa che dovresti fare è considerare l’obiettivo della tua attività. Esso, per esempio, potrebbe essere convertire i visitatori in clienti, generare lead o creare un elenco di indirizzi email. Una volta stabilito il tuo obiettivo finale, saprai su cosa dovrai focalizzare la tua call to action.

Esempi di call to action

I pulsanti di call to action possono avere un aspetto diverso sia al livello visivo, sia al livello testuale. Se lavori in un’agenzia di viaggi, per esempio, potresti avere una destinazione particolare in promozione, da voler spingere durante l’estate. Quando le persone, per saperne di più, cliccano sulla promozione, potresti inserire il pulsante di call to action “Prenota ora”. Così facendo, istruiresti e incoraggeresti il cliente a prenotare il viaggio verso quella destinazione. In questo caso, la tua CTA potrebbe risultare determinante perché un cliente, dopo aver letto un articolo su quella destinazione, ha bisogno solo di un’ultima spinta per convincersi a prenotare. È incuriosito, desidera viaggiare in quel Paese e quando ha finito di leggere l’articolo, notando il pulsante della CTA, capisce che con un semplice click può realmente soddisfare il suo desiderio.

Tieni presente che una call to action non serve solo a incoraggiare un cliente ad acquistare un prodotto o un servizio. Una CTA può essere utilizzata per vari scopi.

Se offri corsi di formazione presso la tua azienda, puoi offrire un corso gratuito per le persone che si iscrivono. Puoi inserire il pulsante di call to action “Iscriviti ora”. Questo per invogliare i tuoi utenti a iscriversi, il che sarebbe una grande vittoria per te, perché otterresti i loro indirizzi email da poter sfruttare in futuro.

Alcuni esempi di call to action sono:

– Acquista ora

– Contattaci

– Iscriviti

– Inizia la tua prova gratuita

– Prenota il tuo posto

– Provalo gratuitamente

– Iscriviti con il 20% di sconto

– Inizia oggi

Questi sono solo alcuni esempi, ma puoi invogliare e incoraggiare le persone ad agire scrivendo tutto ciò che desideri.

Come creare call to action efficaci: idee di marketing

Puoi fare molto con le CTA. Di seguito abbiamo condiviso alcune idee di marketing per perfezionare le tue CTA e farle funzionare a tuo vantaggio. 

Rendi chiara la tua offerta

Assicurati che il pulsante di call to action sia molto chiaro. Non ingannare il cliente. Se il pulsante di call to action indica “Inizia la prova gratuita”, assicurati di aver linkato una pagina che indirizzi il cliente alla prova gratuita. Evita i costi nascosti, per esempio mentre il cliente si registra: in questa fase, tutto dovrebbe essere completamente gratuito, proprio come recita la tua CTA.

Usa CTA brevi

Usa un testo breve e conciso sul pulsante della call to action. Puoi davvero indurre il cliente ad agire con una parola o due. La call to action dovrebbe essere la battuta finale che sigilla l’accordo.

Mantieni le tue CTA coerenti tra loro

Assicurati che la tua call to action per gli annunci, corrisponda alla call to action sul tuo sito web. Torniamo per un attimo all’esempio di prima, “Iscriviti ora”. Se “Iscriviti ora” è presente sul tuo sito web, il tuo annuncio non dovrebbe recitare “Guarda il video ora”. Le tue CTA dovrebbero corrispondere tra loro e avere un medesimo obiettivo finale: incoraggiare il cliente a iscriversi.

I colori

Assicurati che i colori delle tue CTA risaltino. Scegli sempre colori vivaci e se non sei convinto, prova alcuni colori diversi, monitorando quale funziona meglio per i tuoi visitatori.