Que es el CTA (call to action)
Un llamado a la acción o call to action (generalmente abreviada como CTA) es una imagen, un botón, un enlace o texto que indica a los usuarios de tu página web, blog o red social, que hagan una cierta acción como descargar algo, suscribirse o ver un video. Así que literalmente, es una “llamada” a tomar una “acción”.
En pocas palabras, el llamado a la acción es aquello que quieres que hagan los visitantes de tu sitio web como; suscribirse, descargar algo o comprar algo.
Por ejemplo cuando visitas amazon, la página está diseñada justamente para que añadas un producto a tu carrito de compras
Así que el CTA o llamado a la acción es probablemente la parte más importante del diseño de tu página web. Un CTA mal diseñado es lo que provoca que páginas que tienen muchos visitantes no logren convertirlos es decir tener ventas o suscribirse.
Cual es la importancia del CTA
Imaginemos que tienes una página con 1000 visitantes y tienes un CTA del 1%, eso quiere decir que solo convierten 10 personas.
Si lograrás incrementar ese CTA solamente en un 3% más, esas 10 personas se convertirían en 40, una diferencia considerable.
Es por esto que el CTA es una de las mediciones o KPIS más importantes de tu web.
Cual es un buen CTA
Pues depende mucho de la industria, por ejemplo el peor CTA lo tiene el ramo inmobiliario pero en general podemos hablar de un 3.5% a un 6%
Errores más comunes al crear un llamado a la acción (CTA)
Un valor percibido bajo
Es decir el usuario obtiene 0 valor por tomar una acción, ya sea suscribirse o lo que sea. ¿Por qué habría una persona de dejarte sus datos? que reciben a cambio
Ubicación del CTA
Otro error muy común es colocar el CTA abajo del fold, es decir abajo de la primera sección que ve un usuario al abrir tu página web.
Como crear un excelente llamado a la acción.
Tener un valor percibido alto
Tienes antes que nada pensar en por que tus usuarios habrían de dejar sus datos o hacer una compra. El valor de la descarga o suscripción es lo suficientemente valioso como para que te dejen tus datos?
Cuando crees un llamado a la acción piensa en ti mismo, ¿dejarías tus datos en esa oferta o descarga? realmente es valioso lo que ofreces?
Tener un riesgo percibido bajo.
Imagina que estoy ofreciendo una prueba gratis y lo primero que te pido es tu tarjeta de crédito, el riesgo percibido es muy alto y eso va a reducir considerablemente mi CTA.
Ubicación
Siempre debes intentar que tu primer llamado a la acción se encuentre en el fold, es decir la primera parte que ve el usuario al abrir tu página. Al pensar en móvil siempre tiene que estar en la página superior
Diseño llamativo
Para que alguien haga clic en tu llamado a la acción tienen que notar su existencia en tu página. Siguiendo la psicología del color podemos utilizar colores que contrasten con los colores de nuestra página y hacer que el tamaño del botón sea grande.
Texto que motive a tomar una acción
Evita textos aburridos y utilizados en todas las páginas como “Enviar”. Utiliza frases concisas y que incluyan verbos accionables, esto captará la atención de las personas.
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