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Glossary overview

Call to Action / CTA

Armin Gögele, last updated on July 3, 2023

The term call to action (CTA) refers to measures designed to get an immediate response from users. Call to actions are placed on all marketing channels that encourage consumers to take action. In online marketing, a call to action may be a button or a link. In order to prompt the desired response, call to actions address users directly and feature striking messages like “Buy now!” as well as eye-catching buttons and links. The desired results can be purchasing a service, completing a purchase process or signing up for a newsletter.

Benefits of Call to Actions in Hotel Marketing

  • Promotion of user interaction and conversion rate: CTAs encourage potential guests to take active steps such as making a booking, subscribing to a newsletter, or requesting further information.
  • Improvement of user experience: Well-placed and appealing CTAs facilitate user navigation on the website, enabling them to quickly perform the desired actions.
  • Measurability: CTAs allow for the analysis of marketing campaign success by tracking metrics such as click-through rate, conversion rate, and other relevant indicators.

The most important questions about Call to Action?

What elements should be included in an effective Call to Action?

A Call to Action should contain a clear and action-oriented message that prompts users to take specific actions. It should be highly visible, visually striking, and use persuasive language to highlight the benefits of the action. Including a button or link that directly leads to the desired action is advantageous.

How can the placement of CTAs be optimized?

CTAs should be placed where users can easily find them. This can include the end of an article, the booking page, or a prominent position on the homepage. A/B testing can help determine the optimal placement.

What is the optimal number of CTAs?

To ensure the effectiveness of Call to Actions, it is recommended to place only one CTA per visible area. This allows the CTA to be presented clearly and capture the full attention of users. If multiple CTAs are present in a single view, they may compete with each other and weaken their individual effectiveness.