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<Img
img="/uploads/chto_takoe_cta_479bdd34ef.png"
alt="CTA: What is It, Why do You Need It and How to Create One"
/>

More than [**90% of users**](https://affiliatiz.com/cta-statistics-to-boost-conversion-rates/) notice a call to action (CTA) when reading a headline. The right marketing content always includes a call to action that pushes a potential customer through the sales funnel. However, according to statistics, there's no CTA on 70% of websites of small B2B businesses. It's a drawback because even a selling description of your product won't make the user purchase immediately. A CTA facilitates a customer journey to conversion and explains what to do next. 
 
Still, not all calls to action are equally effective. A CTA button works if it's simple and visible. In this piece, you will learn the rules of creating calls to action and view examples of successful ones.

## What is a CTA
 
<Note>
A call to action is a button, graphic or text element with a hyperlink that calls the user to action: purchase, subscription, registration, downloading materials, repost and so on. 
</Note>

A CTA is used on landing pages, in social media posts, in newsletters and other marketing materials. In most cases, a CTA is a button. 
 
Different types of buttons collect user data for lead generation. For example, when downloading promo materials and [**lead magnets**](what-is-a-lead-magnet), a customer needs to enter their contact details into the form. When customers make a purchase, they usually leave an email address or a phone number to receive information about delivery. A company also receives contact details when a person makes a request for consultation or wants to get preliminary calculation. Each call to action serves a different function that pursues a goal of getting a lead. 
 
**Popular examples of CTA:**
 
<Img
img="/uploads/cta_examples_3625be00aa.png"
alt="CTA examples"
/>

## What is a CTA for 

**The main task of a CTA** is to bring the user to the conversion and explain what is next. A call to action, to purchase should be in every advertising material in order to simplify a [**customer journey**](stroim-customer-journey-map) and push the user through the sales channel. 
 
*Example. All advantages of the product are described in detail on the landing page, but there is no CTA. Let's say that the user shows their interest and wants to make a purchase. When there's no button that redirects a person to the purchase, they don't know what to do: continue searching for the product on the website or try to find it in a search engine. When there's a call to action, conversion speeds up.*
 
The importance of a CTA can be explained from a psychological point of view. When the user views the advertising material, they are subconsciously waiting for a call to action. It doesn't mean that this person is ready to make a purchase immediately, but past experience tells them that there should be a CTA button on the page. . 
 
After clicking on a CTA button, a person receives a reward. When actions are repetitive, people get accustomed to them and understand that they can receive a bonus by clicking on a CTA button. Call to action buttons also stimulate curiosity. On the one hand, a person understands what will happen when they click on a button, on the other hand, they wonder what the bonus will be.

## How to Create an Effective CTA

There's no fixed formula for creating call to action buttons, but there are some rules and principles that make CTA work effectively.

### How to Create a CTA

**Correctly determine at what stage of the sales funnel your customer is and what product features are.** For example, don't place a CTA button «Buy» on the landing page of an expensive car or a country house because people aren't inclined to purchase such things spontaneously. Offer the visitors a consultation or a catalogue first. 
 
**Think over options for CTA buttons.** When there are several versions of the product, different CTA buttons for each is a good solution. 

<Img
img="/uploads/cta_different_plans_ff32f1a4a2.png"
alt="CTA"
/>

**Make a CTA clear and use a verb.** The user should have an idea of what will happen if they click on the button: purchase, request, subscription and so on. 
 
*Let's imagine a bad CTA. We have a banner on the page of a travel agency. It promotes river cruises on the rivers of Russia. A CTA «You need this trip» tells the user absolutely nothing and leave them wondering what will happen after clicking on the button: a booking page will open, a request will be left, etc. In this case, it's better to use «Book a tour» or «Learn more».*

## How to Increase the Effectiveness of a CTA

**Make a CTA visible.** Just a link in the text may get lost. A small button won't bring any result either. Don't skimp on a good design and test different options of shape, colour, size, font, placement. Usually, A/B or multivariate testing is used.

<Img
img="/uploads/florence_by_mills_3f8cb8a1fd.png"
alt="CTA"
/>

**Make people think that your product is limited or add a beneficial offer.** Specify that there's a limited collection, a discount or a free period.

<Img
img="/uploads/rosegal_limited_cta_20ad16879f.png"
alt="CTA"
/>

**Explain what your CTA means.** Briefly tell the user what's next, show them simplicity and speed. 
 
*Example. If the user is getting a subscription to the service, the «Sign up» button can scare him away. Judging by his experience, he assumes that he will have to nter card details and pay for the first month. If you specify that registration does not require a credit card, a person is more likely to click on the link.*

<Img
img="/uploads/cta_sign_up_a0f44fbb30.png"
alt="CTA"
/>

**The first person CTA.** This method will add personalization. For example, replace «Subscribe» with «I'm in». A personalized CTA converts [**42% more users**](https://affiliatiz.com/cta-statistics-to-boost-conversion-rates/) than a neutral one.

<Img
img="/uploads/i_am_in_glossier_301255ae43.png"
alt="CTA"
/>

**Duplicate the buttons.** If the landing page is long and there's a lot of information, it's better to duplicate CTA buttons. Also, add different CTA options: primary and secondary. The «Purchase» button can be used for hot leads who are ready to buy immediately. Such a CTA is usually the primary one. For users in doubt, a CTA offering a consultation or promotional materials is a good option.

<Img
img="/uploads/main_and_additional_cta_hootsuite_95bf1fce0d.png"
alt="CTA"
src="Example of primary and secondary calls to action"
/>

**Additional elements for motivation.** The words «now», «bonus», «gift» on a CTA button call customers to action. Sometimes animation and tooltips are added to such buttons. 
 
**Don't lie to your customers.** If your CTA button offers a free material, a request for consultation shouldn't appear in the form after the user will click on the button. 
 
**Motivate.** Sometimes you will have to explain to the user why they need to perform a targeted action. When you offer a subscription, explain why the user needs it: to receive news and discount offers, view new products.
 
**Test the buttons.** Test how CTA buttons are displayed on different devices. For example, there is a possibility that the user won't see your button on the smartphone screen if the landing page is not adapted for mobile devices.

## CTA in Email Marketing

A CTA is an important element in newsletters because emails are a means of communication with customers. With their help you can make customers purchase something, view new products and read your content. If your emails lack a CTA, you make a customer journey more difficult since your customer will have to go on the website and search for the offer from your email themselves. Also, CTA buttons simplify analytics: you know for sure whether your emails are effective or not. Although the rules mentioned above work for creating and improving the effectiveness of CTA buttons in email marketing, there are still some differences.

### Peculiarities of a CTA in Email Newsletters:

**Don't overload emails with CTA buttons.** Email is not a landing page, that's why it's better not to duplicate buttons, so as not to be too intrusive. If you need different options of the buttons, change the text on them. For example, be more specific: not just «Sign up for a speaking club», but «Sign up for a speaking club on Wednesday».

**Placement of CTA in the email header or at the end.** Marketers' opinions on this differ, so both options are correct. Button placement depends on the context. If it's clear by the email subject that you are offering discounts, then it's okay to start your email with a CTA.

<Img
img="/uploads/CTA_email_header_a389b31f1d.png"
alt="CTA"
/>

If you need to explain your offer and persuade your customer to perform a targeted action, then it's better to place a CTA button at the end.

<Img
img="/uploads/twilio_segmet_email_cta_5c52aea703.png"
alt="CTA"
/>

**Don't be dull.** «Treat yourself» instead of the standard «Shop now» in the email of the clothing store is an example of personalization.

<Img
img="/uploads/pura_vida_treat_yourself_6c958584fa.png"
alt="CTA"
/>

<Note>
NB Test different button options (placement, design) to find effective ones.
</Note>

**CTA design in emails.** Add some free space around the button to make it more visible. Such CTA buttons increase conversion by 232%. Highlight your CTA button in colour and don't overload the design of the email. If there are a lot of unnecessary details, it will be more difficult to notice the button.

<Img
img="/uploads/pura_vida_3_offer_expires_08edbe989c.png"
alt="CTA"
/>
 
## Conclusion

A CTA (call to action) is a required element of marketing materials that leads the user to conversion and explains what will happen next.

CTA buttons offer to purchase a product, sign up for a consultation, download free material and so on. A correct call to action is easy to understand, contains a verb, corresponds with a stage of the sales funnel and sometimes is duplicated.
 
To improve the effectiveness, marketers sometimes personalize CTA buttons, make customers think that the product is limited and use interesting design to attract people. In email marketing, it is recommended not to overload emails with CTA buttons.

A CTA button works if it's simple and visible. In this piece, you will learn the rules of creating calls to action and view examples of successful ones.

chto-takoe-cta.png

A call to action pushes a potential customer through the sales funnel. Learn the rules of creating CTAs.

CTA: How to Use This Button on Your Website and Email

CTA: What is It, Why do You Need It and How to Create One

<Img 
img="/uploads/uderzhanie_posetitelej_na_sajte_d221f289a9.jpg"
alt="11 ways to keep visitors on your website"
/>

If you want to understand whether people like your website or not, look at how much time they spend there. Short sessions are often caused by low-quality content, slow site speed, unattractive design, a mismatch in expectations, technical errors, etc. Longer sessions, on the other hand, make it clear that your website is useful.

Marketers are constantly looking for ways to increase the length of time users stay on a website. The more time they spend there, the higher the chances that they will consume content, develop trust in a brand and eventually convert into quality leads.

**Let's take a look at 11 ways of retaining visitors on the website:**

## 1. Tidy up the design

On average, a person spends between 10 and 20 seconds on a site before deciding whether to leave or stay. A simple yet attractive design will keep the visitor's attention. The winning design both attracts with its appearance and makes it easier to find the right information. After all, it is not cluttered with unnecessary elements and graphics, which means that the visitor will spend more time consuming the information.

## 2. Make navigation easy

If a user does not understand how to use your site, he will not try to figure it out. He will just close the tab. To avoid this, add only the most important pages to the main navigation menu. Make sure the search bar is clearly visible so that the site user won't waste time looking for it.

<Img 
img="/uploads/decathlon_nav_menu_5ff8588adf.png"
alt="Website navigation"
/>

## 3. Stick to the headline

Some website owners prefer compelling headlines that have little to do with the main content. This way, you will never gain the attention and trust of the audience.
The headlines should reflect the essence of your content. Always start with a brief introduction and then move on to the topics you want to discuss, starting with the most important ones.

## 4. Place your value proposition on the homepage

As soon as a visitor feels that a site isn't providing him with enough value, he will immediately leave. Place a concise, clear and unique value proposition on the homepage in order to avoid this. In the proposition, tell visitors what you do and why it is worth doing business with you. This way, they will learn more about your product and spend more time on your site. In addition, such a proposition will probably convince people to buy from you, and not from competitors.

<Img 
img="/uploads/sephora_7dd6e70b16.png"
alt="Value proposition"
/>

## 5. Make content scannable

Online users rarely read every word on a site. Most often, they scan through pages to pick out the information they need. If your content consists of large chunks of text that cannot be read quickly, most users will leave the site.

**What makes the text more readable:**

- Images, videos, infographics and other visual features
- One main idea in each paragraph
- Short sentences and paragraphs that will not scare off visitors with the amount of text
- Line spacing and font size that are pleasing to the visitor's eyes.
- Headings, subheadings, lists, and bullets to break long passages into smaller sections.
- Highlight important words, phrases and sentences in bold.

## 6. Post relevant content regularly

Visitors will not waste time on old, outdated content. Get in the habit of posting fresh original content regularly. Consider using different types of content: blog posts, articles, e-books, audios, videos, social media posts, webinars, infographics, etc. This way, you will satisfy the tastes of a wider audience.

Use already published materials to keep the content up-to-date. Add new information to old blog posts and use them to create an e-book. This approach saves time on content creation and attracts more visitors.

## 7. Add visual elements

High-quality and relevant photos, videos and graphics help readers better understand the content. Visual content is not only pleasing to the eye, but also interactive. Visitors love this more than just text. A quality visual element boost user engagement and increases the amount of time visitors spend on your site.

<Img 
img="/uploads/vizualnye_elementy_sajta_e9c2e10853.png"
alt="Website visual elements"
/>

## 8. Include CTA buttons in content

Most people exit a website as soon as they find the information they were looking for. This behavior increases the bounce rate, which in turn affects both conversions and profits. That is why you should not forget about the CTA buttons at the end of each post. Clear, relevant and attractive CTAs hold the attention of visitors and lead to conversions. However, make sure that each CTA must be relevant to the theme of the page on which you place them.

<Img 
img="/uploads/knopka_CTA_36980137d3.jpg"
alt="Call to Action"
src="Homecourt CTA "
/>

## 9. Use pop-ups

Exit-intent pop-ups appear on a page when a visitor wants to exit the site. They provide him with a compelling reason not to. Used correctly, pop-ups can reduce bounce rates and increase conversion rate.

**A few ways to use pop-up:**

- Suggest other blog posts.
- Invite visitors to subscribe to your newsletter in exchange for a free audio or video version of your blog.
- Invite to chat with your support team to resolve any questions or concerns.
- [**Ask for feedback**](how-to-use-customer-feedback-to-increase-sales) on your product or service.
- Ask to share your content or follow you on social media.
- Tell visitors about new products and services.

<Img 
img="/uploads/vsplyvayushchie_okna_35ed81376b.png"
alt="Pop-up"
src="An example of a creative pop-up on the MAVFARM website"
/>

## 10. Increase your page speed

Most people close a tab if pages take more than two or three seconds to load. That is why it is important to increase the speed. How to do it:

- Compress large images.
- Invest in a [**CDN**](https://www.cloudflare.com/learning/cdn/what-is-a-cdn/) to reduce server response time and load times.
- Remove or replace plugins that slow down the site.
- Remove unused codes.
- Reduce the number of times you redirect visitors to other pages.
- Use browser caching capabilities.

## 11. Embed internal links in your content

Internal links help you provide the reader with more information on a certain topic. For example, you wrote a post entitled "10 Myths About Marketing Automation". One of its subheadings is "[**What is Marketing Automation**](what-is-marketing-automation-and-how-it-affects-business-development)". Link the phrase "marketing automation" to another post on your site that covers this topic in detail.

Providing readers with more detailed information is not the only reason why internal links are so important. They also increase page views and improve SEO. However, do not add too many links on one page. Two to three links are usually enough.

The more time visitors spend on your site, the more useful it is for them. Let's talk about 11 ways to increase the duration of the sessions.

uderzhanie-posetitelej-na-sajte.jpg

The length of time users spend navigating your website can reveal whether they're enjoying their stay there or not. Here are 11 methods to get visitors to spend more time on your website.

How to Keep Visitors on Your Website: 11 Effective Ways

11 Ways to Keep Visitors on Your Website

![ak-formi-isp (1).png](/uploads/ak_formi_isp_1_a4ccc04292.png)

In [**Anti-spam system**](anti-spam-system) we wrote about technologies that help your emails to archive “Inbox” folder and protect them from cheaters. One of such technologies is a FeedBack Loop – a technology that works closely with mail servers and postmasters.

Below there is a list of web pages with FBL registration forms in ISP. 

Before sending requests make sure that:

 - you have a name  and contact data of a responsible person: their phone number and email.
 - you know the list of IPs and sender’s domains.
 - abusemaster@ mailbox is configured and emails are delivered to it.
 - you have an access to postmaster@ mailbox and emails are delivered to it.


## Postmasters popular in Russia 

<Table>
| ISP | Site | Feedback Loop |
| ------ | ------ | ------ |
| Yandex | [Postmaster Website](https://yandex.ru/support/postoffice/) | [FBL signup](https://yandexfbl.senderscore.net/) |
| Gmail | [Postmaster Tools](https://postmaster.google.com/u/0/managedomains?pli=1) | [FBL signup](https://support.google.com/mail/answer/6254652) |
| Mail | [Postmaster Mail](https://postmaster.mail.ru/) | [FBL signup](https://fbl.postmaster.appsmail.ru/) |
| AOL | AOLPostmaster | FBL signup |
| Yahoo | [Yahoo Postmaster](https://help.yahoo.com/kb/postmaster/?guccounter=1&guce_referrer=aHR0cHM6Ly9hbHRrcmFmdC5jb20v&guce_referrer_sig=AQAAAKlQm6KTJmnUffaDYTkF97q29RR2ihVDcd1ogIEoo1kEI3GTk7KDAvm4H2c-92SzXE0b-iUx9ZiaSKzgkicSw56fwrzGEfgTF4XqDTBfA9YFt7371yJI8oWn05LjNTjAa5M1LLFdAIviDstKYi3kp82uKT5-woQqNk6brAkwLQmd) | [FBL signup](https://help.yahoo.com/kb/account?redirect=true) |
| Outlook | [Outlook.com Postmaster](https://sendersupport.olc.protection.outlook.com/pm/postmaster.aspx)  | [FBL signup](https://support.microsoft.com/ru-ru/topic/%D0%BE%D1%82%D0%B7%D1%8B%D0%B2%D1%8B-%D0%BE-microsoft-news-%D1%87%D0%B0%D1%81%D1%82%D0%BE-%D0%B7%D0%B0%D0%B4%D0%B0%D0%B2%D0%B0%D0%B5%D0%BC%D1%8B%D0%B5-%D0%B2%D0%BE%D0%BF%D1%80%D0%BE%D1%81%D1%8B-efc5ae67-74c0-4a5a-dfbe-20db14c8255f) |
</Table>

## World’s popular postmasters

<Table>
| ISP                | Site                                                                                                                     | Feedback Loop
|:------------------:|:------------------------------------------------------------------------------------------------------------------------:|:---------------------:|
| AT&T             | [Postmaster Websit](https://www.att.com/support/article/email-support/KM1401980/)                 | 
| Comcast          | [Comcast.net](https://feedback.comcast.net/faq)                          | [Feedback Loop Form](https://feedback.comcast.net/) 
| Cox              | [Postmaster Site](http://postmaster.cox.net/confluence/display/postmaster/Postmaster+Home)  | [FBL signup](https://fbl.cox.net/)
| Earthlink        | [Postmaster pages](https://support.earthlink.net/articles/customer-service/collection-of-best-practices-for-email-senders-on-the-earthlink-network.php)  | fblrequest@abuse.earthlink.net
| Excite (Bluetie) | [BlueTie’s Postmaster page](https://postmaster.bluetie.com/)                  | [Feedback Loop Request Form](https://postmaster.bluetie.com/)
| Fastmail         | [Postmaster page](https://www.fastmail.com/)                                | [FBL signup](https://www.fastmailfbl.com/)
| GMX              | [Mail.com](https://postmaster.mail.com/)                                         | 
| Outblaze         |                                                                                                                           | postmaster@outblaze.com
| Juno            | [Postmaster Website](https://www.juno.com/start/www.do?action=/)                                       | 
| Netzero          | [Postmaster Website](http://postmaster.untd.com/whitelisted.html)             | [Postoffice](http://postmaster.untd.com/index.html)  
| Office365        | [Microsoft Exchange Online](https://docs.microsoft.com/en-us/office365/servicedescriptions/exchange-online-service-description/anti-spam-and-anti-malware-protection?redirectedfrom=MSDN)  | 
| OpenSRS          | [Postmaster Website](https://opensrs.com/)                                    | [Feedback Loop Form](https://fbl.hostedemail.com/)   
| QQ               | [Postmaster Website](https://openmail.qq.com/)                                      | 
| Rackspace        | [Postmaster Website](https://www.rackspace.com/email-hosting)              | [FBL signup](https://fbl.apps.rackspace.com/) 
| Road runner      | [Postmaster Website](https://www.spectrum.net/support/internet/charter-postmaster-services/)                           | [FBL signup](http://feedback.postmaster.rr.com/)
| Synacor          | [Postmaster Website](http://postmaster.untd.com/whitelisted.html)             | [FBL signup](https://fbl.synacor.com/)
| Tucows           |                                                                                                                           | [Feedback Loop](https://fbl.hostedemail.com/) 
| Telenor          |                                                                                                                           | [Feedback Loop](http://fbl.online.no/)
| Terra.com.br     | [Postmaster Website](https://servicos.terra.com.br/?cdConvenio=CVTR00002030)          | [FBL signup](https://fbl.mail.terra.com.br/)
| Time Warner Cable| [Postmaster Website](https://www.spectrum.net/support/internet/charter-postmaster-services/)                     | [FBL signup](http://feedback.postmaster.rr.com/)
| United Online    | [Postmaster pages](http://postmaster.untd.com/index.html)              |
| Usa.net          | [Postmaster pagese](http://postmaster.usa.net/)                                | [FBL signup](https://fbl.usa.net/) 
| XS4ALL           | [Postmaster pages](https://webmail.xs4all.nl/?org=website/)                    | [FBL signup](http://feedbackloop.xs4all.nl/)
</Table>

Digital marketing is an art of the 21 century. Our team has been discovering its power for 11 years and is happy to share our experience with you. Subscribe to our blog if you want to read interesting and useful articles. 

Leave your email to try our [**demo-version**](https://altcraft.com/setupDemo).

We are sharing with you a list of web pages that will ensure the deliverability of your mailings and protect you from spammers.

ak-formi-isp (1).png

FeedBack Loop – a technology that works closely with mail servers and postmasters

List of Postmasters With FBL Registration Forms in ISP

A List of Web Pages With FBL Registration Forms in Isp

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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