A CTA is a user interface element that prompts a site visitor to touch or click it to proceed on a path toward conversion from site visitor to customer. Some examples include buttons and links that say:

• Add to cart
• Locate store
• Free coupon
• Share your experience
• Join our mailing list
• Get more information...
• Buy now!

Each CTA has a toolbar from which you can perform actions.

• Edit. Make changes to the CTA.
• Delete. Remove the CTA.
• Embed Code. Opens a window for you to specify custom campaign attributes. When you click Generate Embed Code, another windows appears in which you can copy and paste embed code to share your CTA on another site, such as a social media site. See Creating a CTA for a description of the campaign attributes.

  Tips

  • Use contrasting colors to draw attention to your CTA.
  • Focus on gain instead of effort. For example, Get, View, Enjoy, Discover, See, Play instead of Submit, Start, Activate, Learn, Pay.
  • Encourage people to place your CTA (embed code) on their social media.
  • Use A/B testing to find CTA "winners" by having 2 CTAs go to 1 landing page. (Use multivariate testing to test page elements.)

Creating a CTA

To create a CTA, click Calls to Action in the toolbar, then click Create New Call to Action. The Call to Action Information form appears.

1. Call to Action Information
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   • Call to Action name. Identify the CTA. You can give it a name similar to the landing page with which you intend to associate it.
   • Destination Web Address. Enter a Web address that appears when the site visitor clicks on the CTA. You also can use the drop-down menu to select the landing page. If you want the landing page to open in a new browser window, check the box.
   • Notes. Specify information (up to 160 characters) that will show up on the Calls To Action list with this CTA. (You can specify as much information as you want, but up-to-160 characters are displayed in the Calls To Action list.)
2. CTA Type
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   • Use a Custom Image. Choose this option if you want your CTA to be a clickable image. Click Select Image to browse for an image. The Alt Text field lets you specify what a site visitor sees when hovering a cursor over the image, and what screen readers say to the visually impaired.
   • Create a Text Link. Choose this option if you want your CTA to be clickable text (a hyperlink).
   • Embed Code. Only appears when you edit a published CTA, and opens a window in which you can copy and paste embed code to share your CTA on another site, such as a social media site. (Embed Code always appears on the CTA list page.) See Generating embed code for a CTA.

Generating embed code for a CTA

An Embed Code button appears on the CTA list page or when you edit a published CTA.

When you click Embed Code an Embed Code window appears. Enter values for the following field and click Generate Embed Code.

• Campaign Source. Enter a search engine, newsletter name, or other source.
• Campaign Medium. Choose website, email, cpc (cost-per-click), or banner.

  NOTE: Choosing email generates HTML embed code. The other options generate JavaScript embed code.

• Campaign Term. Enter keywords for this landing page.
• Campaign Content. Enter an identifier that differentiates ads or links that point to the same URL. (Used for A/B testing and content-targeted ads.)
• Campaign Name. Enter a name for a specific product promotion or strategic campaign.

Copy and paste the generated embed code to share your CTA on another site, such as a social media site.

Placing a CTA on a page

NOTE: You also can place a CTA on a blog page through the Metadata tab when the blog is created or edited (Adding a call to action to a blog post) and also by using the BlogPostCallToAction widget.

1. Go to a page and swipe Switch to Edit. The editable fields appear in the window.
2. Click Design. The PageBuilder menu appears.
3. Choose Page Action > File > Edit.
4. Open the Widgets panel in the PageBuilder menu. The available widgets appear.

   NOTE: If you do not see the CTA widget in the PageBuilder > Widgets menu, an administrator can enable it by following the instructions in Determining which widgets appear on a wireframe.

5. Click Call to Action. The widget is highlighted and the page displays Place Here fields.
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6. Click in any Place Here field to drop the widget.
7. Choose Edit () on the Call to Action widget. A window appears with available CTAs.
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8. If you have a lot of CTAs in the list, enter the name of the CTA you want in the Search box and click Search (). Double click on the CTA you want; it is placed on the page.