Call-to-Action (CTA)
Call-to-action is a term from the field of advertising measures and marketing strategies. A call-to-action is a specific request to the target group of an advertisement or marketing material to perform a certain action. This action can be manifold and depends on the goals of the advertising campaign.
Häufige Call-to-Action-Handlungen umfassen:
- Clicking on a link: This can lead to a landing page, product page, registration form or other relevant content.
- Filling out a form: Prospects are asked to enter their personal details, for example to receive newsletters, offers or to register for an account.
- Calling: In some cases, the target audience is prompted to call a phone number to get more information or to speak directly with a sales representative.
- Download: Users are motivated to download an app, e-book, infographic or other digital content.
- Make a purchase: This CTA often occurs in e-commerce contexts and encourages the target group to buy a product or service directly.
The Call-to-Action is crucial to increase the effectiveness of an advertising campaign by encouraging interaction from the target audience and getting potential customers to perform the desired actions. An effective CTA is usually concise, clearly understood and visually highlighted to capture the viewer's attention. Placing a call-to-action button or link can be done in strategic places in advertisements, emails, websites or social media to increase the conversion rate and achieve the set goals.
In addition to the conversion rate, there are other key figures for measuring the effectiveness of call-to-actions in advertising measures. The choice of metrics depends on the specific goals of the advertising campaign and the type of call-to-action.
- Click-through rate (CTR)
- Conversion rate
- Bounce rate
- Average dwell time
- ROI (Return on Investment)
It is important to define and regularly monitor the relevant metrics depending on the objective of the advertising campaign. By analysing these metrics, advertisers can optimise their call-to-action strategies and improve their advertising efforts to achieve better results.