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CTA(Call To Action)
Definition of CTA (Call To Action)
CTA, which stands for Call To Action, is translated as "action call". It is a strategy or element that guides users to take specific actions. This specific action can be varied, such as clicking buttons, downloading applications, registering accounts, purchasing products, subscribing services, etc. Simply put, CTA is a "catalyst" that prompts potential users to transform from an observer state into actual actions.
Use Cases
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Mobile Internet Advertising
In mobile internet advertising, CTA is ubiquitous. Whether it is splash screen ads, information flow ads or video ads, there will be obvious CTA elements. For example, the common "Download Now" and "Learn More" buttons in splash screen ads are typical CTAs. These buttons attract users' attention through eye-catching colors and concise text, guiding them to click into the next step.
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In-App Marketing
CTAs are also widely used in applications. For example, on the home page of an application, event pages or membership center, there are often buttons or prompts such as "Open Membership", "Recharge Now" and "Share with Friends". These CTAs can help applications achieve goals such as function promotion, user retention and commercial monetization.
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Social Media Marketing
On social media platforms, brands also include CTAs in the content they post. For example, a Weibo post promoting a product might end with "Like + Share to enter a draw for [X] fans to win the product," which is a way of guiding users to interact by setting up a reward mechanism.
Key points for designing CTA
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Clear and concise
The text and design of the CTA should be clear and easy to understand, so that users can immediately understand what they need to do. Avoid using vague or complex language.
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Attractive
You can use some inciting words, such as "limited-time free" and "exclusive offer", to arouse users' interest and sense of urgency.
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Visual prominence
The color, size, etc. of the CTA should be highlighted on the page to attract users' attention. But it should also be consistent with the overall page style.
CTA is an important element in mobile Internet advertising and ASO, which plays an irreplaceable role in guiding user actions and improving application performance. By using CTA strategies reasonably, the download volume, user activity and commercial value of applications can be effectively improved.
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