Foto: Pressfoto/Freepik
O recurso de marketing de vendas pode ser chave para conduzir o consumidor para compras bem sucedidas
Tudo na vida depende de orientações. “Empurre”, “abra” e “sacuda antes de usar” são exemplos de frases que convidam o usuário a realizar uma ação e, mais importante ainda, explicam como fazê-la. Da mesma forma, a venda de produtos em lojas virtuais depende de atrair e conduzir o consumidor em potencial para uma compra. Para isso, técnicas foram desenvolvidas pelo marketing de vendas, uma delas sendo o Call to Action (CTA).
Em tradução livre, o CTA significa “convite para ação”, recurso muito utilizado nos e-commerce por meio de botões e comandos objetivos. “Ele estimula o usuário a interagir ou a tomar determinada iniciativa. O call to action é um aliado muito importante no processo de conversão. Atuam diretamente nos processos de Atenção e Interação”, explica o analista Alisson Gomes*.
Apesar de parecer simples, é importante estar atento aos detalhes do CTA para que ele seja eficaz. O analista dá cinco dicas de como potencializar o recurso:
Atenção para os textos
É importante utilizar termos que sejam compreensíveis para o público. Seja específico, deixando clara a ação a ser realizada. Além disso, crie senso de urgência, estimulando a ação de maneira imediata. Uma dica é utilizar termos como “agora” ou “últimas unidades”.
Utilize bem as cores
É ideal que os textos tenham bom contraste, facilitando a leitura e destacando o CTA do restante do conteúdo do site. Ninguém clica em algo que não vê, por isso é importante que o consumidor perceba a existência do recurso.
Utilize imagens
Elas costumam a chamar mais atenção em detrimento dos textos. Dessa forma, utilize ícones que traduzam a ação desejada, com cores contrastantes e chamativas. Imagens animadas também são uma alternativa.
Faça testes
De acordo com o seu público, verifique o local em que o call to action gera mais resultados. Teste se funciona melhor no formato botão, banner ou como link ao longo do texto. Esteja aberto a mudanças e aplique modelos variados até encontrar o CTA perfeito para o seu consumidor.
Transmita em poucas palavras o benefício da ação
Evite termos genéricos como “clique aqui” ou “saiba mais”. Convença o usuário a prosseguir ao explicar o valor da ação. Mas cuidado: nada de promessas mentirosas. Ao clicar no call to action, o cliente deve ser conduzido para o produto prometido.
Por fim, lembre: não existe call to action infalível. Tudo depende de testes e aprendizados. O CTA é parte da jornada do cliente, oferecendo benefício relevante para o usuário clicar. Por isso, Alisson ressalta que, quando a ação é realizada, é essencial oferecer ao consumidor o que foi prometido.
*Alisson Gomes é analista do Serviço Brasileiro de Apoio às Micro e Pequenas Empresas do Estado do Ceará (Sebrae/CE)
SAIBA MAIS SOBRE CALL TO ACTION
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