{"id":908,"date":"2023-01-27T08:00:00","date_gmt":"2023-01-27T01:00:00","guid":{"rendered":"https:\/\/anakmarketing.com\/?p=908"},"modified":"2024-12-06T11:15:30","modified_gmt":"2024-12-06T04:15:30","slug":"apakah-call-to-action-penting","status":"publish","type":"post","link":"https:\/\/anakmarketing.com\/insights\/apakah-call-to-action-penting\/","title":{"rendered":"Apakah Call to Action Penting?"},"content":{"rendered":"\n<p>Call to action penting dalam penerapan digital marketing, karena memberikan manfaat berupa konversi sesuai tujuan penerapan strategi. Rata-rata click-through rate (CTR) dari CTA adalah <a href=\"https:\/\/mixpanel.com\/blog\/optimizing-call-to-action\/\">4,23 persen<\/a>. Itu mungkin angka yang kecil, tapi ketika ditelusuri lebih lanjut didapati bahwa CTR tertinggi dari CTA mencapai 70 persen. Masih butuh penjelasan lebih lanjut kenapa call to action penting? Dapatkan informasi selengkapnya di bawah ini!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"700\" height=\"507\" src=\"https:\/\/anakmarketing.com\/wp-content\/uploads\/2023\/01\/Call-to-action-jpg.webp\" alt=\"Call to action\" class=\"wp-image-909\" srcset=\"https:\/\/anakmarketing.com\/insights\/wp-content\/uploads\/2023\/01\/Call-to-action-jpg.webp 700w, https:\/\/anakmarketing.com\/insights\/wp-content\/uploads\/2023\/01\/Call-to-action-300x217.webp 300w, https:\/\/anakmarketing.com\/insights\/wp-content\/uploads\/2023\/01\/Call-to-action-200x145.webp 200w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><figcaption class=\"wp-element-caption\">Photo credit by <a href=\"http:\/\/Image by <a href=&quot;https:\/\/www.freepik.com\/free-vector\/flat-follow-us-background_3784475.htm#query=call%20to%20action&amp;position=20&amp;from_view=search&amp;track=ais&quot;&gt;Freepik<\/a&gt;\">Freepik<\/a><\/figcaption><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Call to Action Penting, Kenapa?<\/strong><\/h2>\n\n\n\n<p>Call to action adalah ajakan agar pengunjung website melakukan tindakan tertentu. Apakah Anda sering scrolling website lalu menemukan kata-kata \u201cOrder sekarang!\u201d atau \u201cDownload sekarang!\u201d? Keduanya merupakan contoh CTA.&nbsp;<\/p>\n\n\n\n<p>Keberadaan CTA membuat orang langsung tahu apa yang harus dilakukan setelah beranjak dari suatu halaman situs. Dengan CTA, bisnis Anda mengarahkan pengunjung untuk mengambil langkah selanjutnya sesuai keinginan pengelola bisnis. Beberapa contoh tindakan (action) yang sering ditemukan di blog B2C sebagai berikut.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Beli produk<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Ini biasanya digunakan oleh bisnis online, seperti platform e-commerce atau website brand. Pengunjung diarahkan supaya segera melakukan pembelian produk melalui CTA dengan kata kunci \u201cbeli\u201d, \u201cpesan\u201d, dan sejenisnya.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Baca lebih banyak artikel<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Beberapa website hanya memberikan akses terbatas ke artikelnya. New York Times adalah salah satunya. Jika tidak subscribe, Anda hanya bisa membaca 10 artikel per bulan di website berita yang berbasis di Amerika Serikat itu. Sehingga, CTA di sini mengajak audiens untuk subscribe supaya bisa dapat informasi up to date tanpa batas.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Isi formulir<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Kenapa isi formulir? Hal ini diterapkan jika produk yang ditawarkan suatu bisnis membutuhkan pertimbangan lebih lama hingga mencapai keputusan pembelian. Dalam konteks B2C, contohnya adalah mobil. Pihak yang membelinya merupakan individu sebagai pribadi, tapi tidak segampang itu memutuskan beli mobil, bukan?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Share ke media sosial<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Tipe ini biasanya dilakukan untuk meningkatkan brand awareness sekaligus engagement. Ini umumnya merupakan satu dari beberapa jenis CTA dalam satu halaman website. Tampilannya bisa berbeda-beda tergantung bagaimana pengelola mengaturnya, tapi intinya mudah untuk dimengerti dan diklik. Bentuknya bisa hanya logo media sosial seperti Facebook, Twitter, WhatsApp, dan Instagram, dan pengunjung langsung paham bahwa itu tombol share.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Kunjungi event?&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Bagaimana cara penyelenggara mengajak orang untuk hadir ke acaranya? Itu bisa dilakukan lewat CTA. Kadang-kadang bisa juga brand berperan sebagai tenant dalam suatu event, kemudian mengajak audiensnya supaya turut datang. Contohnya, Toyota mengarahkan audiens untuk hadir di GIIAS supaya bisa menikmati promo spesial.<\/p>\n\n\n\n<p>Nah, <strong>B2B<\/strong> juga menerapkan hal serupa, tapi biasanya mengajak pengunjung melakukan hal-hal ini:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Tinggalkan informasi kontak untuk dihubungi ke depannya<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Kurang lebih mirip dengan poin isi formulir di atas, pengambilan keputusan transaksi B2B memerlukan proses lebih panjang. Jadi, calon klien meninggalkan kontak untuk bisa berdiskusi lebih lanjut dengan sales dari perusahaan B2B.&nbsp;<\/p>\n\n\n\n<p>Mengarahkan audiens untuk mengisi formulir pun bisa ditambah dengan benefit tertentu. Misalnya, marketing agency bisa memberikan booklet panduan simpel mengenai dunia pemasaran. Saat orang mau download, ia bisa diminta untuk memberikan informasi seperti nama dan kontak email atau nomor telepon. Dari situ, Anda dapat menghubunginya untuk menawarkan produk bisnis.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dapatkan free trial<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Lagi-lagi B2B memerlukan waktu dan pertimbangan lebih sampai keputusan pembelian. Untuk membantunya mengambil keputusan tersebut, perusahaan B2B dapat memberikan free trial terlebih dahulu agar klien bisa merasakan manfaatnya terlebih dahulu. Jika merasa kebutuhannya terpenuhi, klien akan datang untuk melakukan transaksi. Itu menunjukkan bahwa call to action penting dalam proses tercapainya keputusan untuk membeli.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tips Menggunakan Call to Action<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gunakan kata kerja kuat<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Sampaikan dengan jelas apa yang Anda inginkan. Langsung saja sebut to the point, mau itu melakukan pemesanan hingga mengunjungi event. Ini sebabnya CTA disebut sebagai hard selling.&nbsp;<\/p>\n\n\n\n<p>Maksud dari kata kerja yang kuat adalah menekankan action sebagai hasil dari CTA. Jika Anda merupakan pengelola bisnis food and beverages, menyampaikan \u201cKue red velvet tersedia\u201d kesannya tidak menarik. Sebagai gantinya, tulis \u201cDapatkan kue red velvet untuk membuat weekend hari kamu semakin manis!\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manfaatkan FOMO<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Sekitar <a href=\"https:\/\/appsthatdeliver.com\/insights\/fomo-statistics\">7 dari 10 milenial<\/a> merasakan fear of missing out, yaitu kelewatan atau ketinggalan sesuatu. Pernahkah Anda merasa atau mendengar teman curhat saat kecewa tidak bisa menghadiri suatu acara? Kalau saja bisa hadir, seharusnya bisa melakukan hal ini dan itu. Itulah perasaan FOMO yang bisa dimanfaatkan untuk CTA.<\/p>\n\n\n\n<p>FOMO digunakan oleh berbagai brand agar konsumen tidak mau melewatkan produk-produk yang dikeluarkannya. Sebagai contoh, Apple selalu mendorong konsumen agar membeli iPhone terbaru. Meski masih bisa digunakan dengan baik, iPhone lama rasanya semakin ketinggalan zaman seiring peluncuran produk terbaru. Itu ditambah lagi dengan batas kompatibilitas iOS di mana iOS terbaru hanya bisa untuk deretan iPhone terbaru juga.&nbsp;<\/p>\n\n\n\n<p>Dampaknya, pengguna akan selalu terdorong untuk melakukan pembelian. Hal seperti ini bisa diaplikasikan ke CTA. Misalnya, \u201cJangan kehabisan, dapatkan produk ini sekarang juga!\u201d Saat audiens membacanya, ia terdorong untuk segera melakukan pembelian produk.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Berikan alasan kenapa mengambil tindakan<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Dalam mengarahkan orang lain untuk melakukan sesuatu, Anda sebaiknya melengkapi ajakan dengan alasan di baliknya. Misalnya, anggaplah Anda ingin pengunjung meninggalkan kontaknya. Apa yang akan didapatkan jika memberikan kontak ke Anda? Bisa disampaikan seperti \u201cTinggalkan kontak Anda sekarang untuk menjadwalkan&nbsp; test drive\u201d.&nbsp; Itu menjelaskan bahwa action yang dilakukan bisa membuat pengunjung punya kesempatan test drive.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pastikan CTA bisa langsung diklik<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Penelusuran data menunjukkan bahwa button merupakan jenis CTA yang menghasilkan <a href=\"https:\/\/mixpanel.com\/blog\/optimizing-call-to-action\/%20https:\/\/www.optimizely.com\/optimization-glossary\/c\">CTR tertinggi<\/a>. Soalnya, pengunjung bisa langsung klik untuk mengambil langkah selanjutnya. Kalau tidak berbentuk button, biasanya orang sudah malas duluan sebelum mengambil tindakan berikutnya.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalisasi CTA<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Melakukan personalisasi terhadap CTA mungkin terkesan merepotkan, tapi ini manjur banget, lho. CTA yang personalized memberikan hasil <a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data\">202 persen<\/a> lebih bagus daripada CTA biasa. Maksud dari personalisasi CTA adalah menyesuaikan pesan dengan aktivitas audiens.&nbsp;<\/p>\n\n\n\n<p>Ini diterapkan oleh berbagai bisnis, misalnya Netflix. Semua tampilan Netflix adalah hasil personalisasi. Platform streaming itu memerhatikan riwayat aktivitas menonton, lalu mengkurasi tontonan lain yang kemungkinan disukai oleh pengguna dalam kata-kata seperti \u201cWhat\u2019s Caught Your Attention\u201d, \u201cYou Might Like\u201d dan sejenisnya.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Langsung sapa audiens dengan CTA<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Menaruh CTA di welcome gate terbukti <a href=\"https:\/\/matttanguay.com\/secrets-of-successful-cta-buttons\/\">paling ampuh dalam memperoleh CTR<\/a> dibandingkan lokasi lain di website. Bayangkan welcome gate seperti muka yang menyambut pengunjung situs Anda. Di bagian ini, Anda dapat menyampaikan perkenalan singkat soal bisnis dan produk Anda. Lalu, jangan lupa lengkapi dengan mengarahkan langkah audiens selanjutnya.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Perhatikan visualnya<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Salah satu e-commerce asal Eropa berhasil meningkatkan konversi sebesar <a href=\"https:\/\/www.smartinsights.com\/persuasion-marketing\/persuasion-marketing-principles\/button-ctr-colour\/amp\/\">38,5 persen<\/a> hanya dengan mengganti warna button \u201cAdd to Cart\u201d dari biru menjadi hijau. Terdengar sepele, tapi ternyata berpengaruh besar dalam keputusan konversi audiens.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mengukur Seberapa Call to Action Penting untuk Bisnis&nbsp;<\/strong><\/h2>\n\n\n\n<p>Jadi, apakah call to action penting? Setelah mendalami informasi di atas, CTA mampu memberikan dampak signifikan bagi konversi konsumen atau klien. Memang, CTR terhadap CTA secara keseluruhan adalah 4,23 persen, tapi angka itu lebih tinggi daripada Google Ads. Karena call to action penting, ini saatnya Anda yang menerapkan strategi CTA terbaik!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Call to action penting dalam penerapan digital marketing, karena memberikan manfaat berupa konversi sesuai tujuan penerapan strategi. Rata-rata click-through rate (CTR) dari CTA adalah 4,23 persen. Itu mungkin angka yang kecil, tapi ketika ditelusuri lebih lanjut didapati bahwa CTR tertinggi dari CTA mencapai 70 persen. Masih butuh penjelasan lebih lanjut kenapa call to action penting? [&hellip;]<\/p>\n","protected":false},"author":138,"featured_media":909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[636],"tags":[152,154,155,153],"ppma_author":[131],"class_list":["post-908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-marketing","tag-call-to-action","tag-call-to-action-penting","tag-contoh-call-to-action","tag-cta-adalah","author-kaylina-ivani"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apakah Call to Action Penting?<\/title>\n<meta name=\"description\" content=\"Apakah call to action penting? 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