{"id":9683,"date":"2017-10-27T12:19:41","date_gmt":"2017-10-27T12:19:41","guid":{"rendered":"http:\/\/arrontesybarrera.com\/creatibo\/2017\/10\/27\/como-crear-un-call-to-action-que-convierta\/"},"modified":"2024-05-22T12:09:58","modified_gmt":"2024-05-22T10:09:58","slug":"como-crear-un-call-to-action-que-convierta","status":"publish","type":"post","link":"https:\/\/arrontesybarrera.com\/creatibo\/como-crear-un-call-to-action-que-convierta\/","title":{"rendered":"C\u00f3mo crear un call to action que convierta"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><strong><br \/>\n<\/strong>\u00bfSab\u00edas que cuando alguien te dice \u201cp\u00e1same la sal\u201d o \u201cbaja la basura\u201d lo normal es que lo hagas? As\u00ed de bien funcionan los CTA o <em>call to action<\/em> en la vida real. La raz\u00f3n es que estamos programados para hacer algo solo porque nos lo piden, sin m\u00e1s. Pero \u00bfqu\u00e9 pasa con la publicidad? Pues que hay tanta saturaci\u00f3n de mensajes imperativos que la creatividad es imprescindible para destacar. As\u00ed que te vamos a contar c\u00f3mo crear call to action que conviertan.<\/p>\n<p><!--more--><\/p>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">\u00bfQu\u00e9 es un CTA?<br \/>\n<\/span><\/h2>\n<p>Un CTA es una llamada a la acci\u00f3n para atraer clientes potenciales. Se trata de convencer a tus clientes para que hagan lo que t\u00fa quieres mediante un bot\u00f3n o enlace que les invite a: descargar un programa, comparar un producto, leer un art\u00edculo, visitar una web, etc. Dicho de otra forma, es una forma de \u201cempujar\u201d o \u201canimar\u201d al consumidor a que realice una acci\u00f3n.<\/p>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">\u00bfQu\u00e9 debe tener un buen CTA?<\/span><\/h2>\n<h2 style=\"font-size: 22px; line-height: 22px;\"><span style=\"font-size: 22px; line-height: 22px;\">1- Estar orientado a tu <em>buyer persona.<\/em><br \/>\n<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3575\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/Call-to-action-Wix-AYB.jpg\" alt=\"\" \/><br \/>\nTienes que ofrecer contenido de valor espec\u00edfico para cada persona a la que te quieras dirigir para obtener una mayor tasa de conversi\u00f3n. Dise\u00f1a tus llamadas a la acci\u00f3n\u00a0en funci\u00f3n de si van dirigidas a\u00a0tus <strong>visitantes<\/strong> (para generar m\u00e1s visitas), <strong>leads<\/strong> (beneficios que conseguir\u00e1) o <strong>clientes<\/strong> (listo para una oferta) y transmite as\u00ed, mayor sensaci\u00f3n de cercan\u00eda.<\/p>\n<p>En funci\u00f3n de esto podemos hablar de<strong> varios tipos de call to action en una web:<br \/>\nVisitantes:<\/strong><\/p>\n<ul>\n<li><strong>Descubrimiento de producto o servicio:<\/strong> Permiten guiar en la navegaci\u00f3n, favorecer las conversiones y determinar el \u00e9xito de una p\u00e1gina web.<\/li>\n<li><strong>Compartir en RRSS:<\/strong> Son la forma menos comprometida de que los visitantes, clientes potenciales y clientes se relacionen con la marca.<\/li>\n<\/ul>\n<p><strong>Leads:<\/strong><\/p>\n<ul>\n<li><strong>L<em>ead generation<\/em>:<\/strong> Estas CTA se suelen colocar en el blog y deben comunicar exactamente el valor que se obtiene al hacer clic en ellas.<\/li>\n<li><strong>Leer m\u00e1s:<\/strong> Esta CTA asegura que cada publicaci\u00f3n tenga su propio tr\u00e1fico.<\/li>\n<li><strong>L<em>ead nurturing<\/em>:<\/strong> \u00bfQu\u00e9 sucede cuando alguien se convierte en lead pero a\u00fan no es cliente? Que puedes atraerlos con otro tipo de oferta, como demostraciones de productos, versiones de prueba gratuitas o presupuestos gratuitos.<img decoding=\"async\" class=\"aligncenter size-full wp-image-3576\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-hubspot-AYB.jpg\" alt=\"\" \/><\/li>\n<\/ul>\n<p><strong>Clientes:<\/strong><\/p>\n<ul>\n<li><strong>Cierre de venta:<\/strong> Al fin y al cabo todos queremos convertir los <em>leads<\/em> en clientes. As\u00ed que este tipo de CTA funcionan muy bien en las p\u00e1ginas de productos.<\/li>\n<li><strong>Promoci\u00f3n de un evento:<\/strong> Estos CTA funcionan bien para conseguir asistencia.<\/li>\n<\/ul>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">2- Tener un texto creativo y persuasivo que invite a hacer clic.<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3579\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-impresionante-AYB.jpg\" alt=\"\" \/>Debe estar orientado a la acci\u00f3n, comenzar con un verbo y ser claro, directo y f\u00e1cil de entender. Con un par de palabras es suficiente, no m\u00e1s de cinco es lo ideal.<\/p>\n<p>Adem\u00e1s, los textos extras, conocidos como <strong>disparadores de click<\/strong>, aumentan las probabilidades de clic. Estos disparadores de clic pueden:<\/p>\n<ul>\n<li><strong>Incluir sensaci\u00f3n de urgencia o \u00faltima oportunidad.<\/strong> Os recomendamos leer el post <a href=\"https:\/\/arrontesybarrera.com\/creatibo\/los-6-factores-de-exito\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"text-decoration: underline;\"><em><strong>Factores de \u00e9xito. Episodio 6<\/strong><\/em><\/span><\/a> en el que ya hablamos sobre el principio de la escasez, seg\u00fan el cual creemos que algo es m\u00e1s valioso, cuanto m\u00e1s dif\u00edcil sea de conseguir.<img decoding=\"async\" class=\"aligncenter size-full wp-image-3580\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-Ryanair.jpg\" alt=\"\" \/><\/li>\n<li><strong>Introducir n\u00fameros.<\/strong> Funcionan muy bien porque captan la atenci\u00f3n visual del usuario, le muestran el beneficio y dan credibilidad.<\/li>\n<\/ul>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">3- Tener mucha visibilidad.<br \/>\n<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3578\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-ikea-AYB.jpg\" alt=\"\" \/>Tiene que destacar y verse nada m\u00e1s entrar en la p\u00e1gina. Debe tener un color de alto contraste, un tama\u00f1o suficientemente grande y tener espacio alrededor para que el usuario centre su atenci\u00f3n y no se distraiga. Est\u00e1 claro que no se puede poner al final de la p\u00e1gina porque muchos no llegan a ella y perder\u00edamos la oportunidad de impactarlos. Por eso el lugar m\u00e1s indicado para su ubicaci\u00f3n es en el tercio superior derecho de la p\u00e1gina, aunque tambi\u00e9n puede ser un CTA emergente.<\/p>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">4- Claridad y concisi\u00f3n.<br \/>\n<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3581\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-Gananci-AYB.jpg\" alt=\"\" \/>Elige un objetivo y cuenta la informaci\u00f3n necesaria para lograr ese objetivo. No marees a tus suscriptores con mil cosas, \u00a1ni siquiera con cinco! S\u00e9 claro y preciso. Pon un solo CTA. El exceso de informaci\u00f3n en es un error muy com\u00fan, y muy grave porque el destinatario no sabr\u00e1 a d\u00f3nde mirar y lo importante pasar\u00e1 desapercibido.<\/p>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">5- Haz que sea f\u00e1cil de encontrar.<br \/>\n<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3582\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-rrss-AYB.jpg\" alt=\"\" \/>Mediante un ligero relieve, bot\u00f3n, flechas o cualquier cosa que no deje lugar a dudas de que ese es el <em>call to action<\/em>.<\/p>\n<h2><span style=\"font-size: 22px; line-height: 22px;\">6-Test A\/B<em>.<\/em><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3583\" src=\"https:\/\/blog.malditosgurus.com\/hubfs\/Imported_Blog_Media\/call-to-action-Netflix-AYB.jpg\" alt=\"\" \/>Siempre es conveniente probar diferentes tipos de botones para quedarse con el que mejor funciona, pedir feedback a los usuarios habituales para conocer sus preferencias, etc.<\/p>\n<p><br id=\"tinymce\" class=\"mce-content-body content post-type-post post-status-draft post-format-standard locale-es-es mceContentBody wp-editor wp-autoresize html4-captions has-focus\" style=\"font-size: 22px; line-height: 22px;\" contenteditable=\"true\" data-id=\"content\" \/><br style=\"font-size: 22px; line-height: 22px;\" \/>Para finalizar el post, te recordamos que lo m\u00e1s importante es que tengas claro qu\u00e9 quieres comunicar y a qui\u00e9n. En <a href=\"https:\/\/arrontesybarrera.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"text-decoration: underline;\"><em><strong>Arrontes y Barrera<\/strong><\/em><\/span><\/a> podemos ayudarte con todo lo dem\u00e1s.<\/p>\n<hr \/>\n<h6><span style=\"color: #808080;\">Si quieres saber m\u00e1s sobre los beneficios de fomentar la creatividad dentro de las empresas y c\u00f3mo puedes hacerlo, desc\u00e1rgate nuestra gu\u00eda <em>Multiplica la Creatividad de tu Empresa sin Gastar un Euro<\/em>.<\/span><\/h6>\n<p><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><\/p>\n<p><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c none no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Guardar<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfSab\u00edas que cuando alguien te dice \u201cp\u00e1same la sal\u201d o \u201cbaja la basura\u201d lo normal es que lo hagas? As\u00ed de bien funcionan los CTA o call to action en la vida real. La raz\u00f3n es que estamos programados para hacer algo solo porque nos lo piden, sin m\u00e1s. Pero \u00bfqu\u00e9 pasa con la publicidad? [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":9904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[266,269,130,14],"class_list":["post-9683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-call-to-action","tag-ctas-creativas","tag-estrategia-de-marketing-digital","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo crear un call to action que convierta - Creatibo<\/title>\n<meta name=\"description\" content=\"Hay tanta saturaci\u00f3n de mensajes imperativos que la creatividad es imprescindible. 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