{"id":23760,"date":"2019-08-17T17:22:07","date_gmt":"2019-08-17T17:22:07","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/call-to-action-cta\/"},"modified":"2023-03-27T21:33:18","modified_gmt":"2023-03-27T21:33:18","slug":"call-to-action-cta","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/call-to-action-cta\/","title":{"rendered":"Call to Action (CTA)"},"content":{"rendered":"<p class=\"p2\"><span class=\"s1\">Besuchen Nutzer eine Webseite, ist die Zielsetzung meist, dass sie dort eine gewisse Handlung ausf\u00fchren. Meist stellt der so genannte Call to Action diese Handlungsaufforderung f\u00fcr den Besucher dar und ist daher einer der elementarsten Bestandteile einer Webseite.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">Im E-Commerce kann ein Call to Action zu unterschiedlichen Handlungen auffordern, beispielsweise:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol class=\"ol1\">\n<li class=\"li2\"><span class=\"s1\">Kauf eines Produktes (Sale <a href=\"https:\/\/www.trbo.com\/de\/glossar\/conversion-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Conversion<\/a>)<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Hinzuf\u00fcgen eines Produktes zum Warenkorb (Basket Conversion)<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Anmeldung zum Newsletter<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Herunterladen von Content (White Paper, Case Studies, o. \u00c4.)<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Starten eines Videos<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">Teilen in sozialen Medien<\/span><\/li>\n<li class=\"li2\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">Entsprechend den oben genannten Beispiele kann der Call to Action (CTA) unterschiedliche Formen annehmen.<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">F\u00fcr das Weiterleiten auf eine neue Seite kann z. B ein reiner Textlink ausreichend sein, w\u00e4hrend man f\u00fcr das Hinzuf\u00fcgen von Produkten in den Warenkorb im Normalfall mit einem Button arbeitet und f\u00fcr eine Newsletter-Anmeldung direkt mit einem Formular. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">Beim Erstellen eines CTA sollte man darauf achten, dass die Handlungsaufforderung m\u00f6glichst klar und simpel formuliert ist, so dass jeder Nutzer sofort versteht, was zu tun ist. <\/span><\/p>\n<p class=\"p2\"><span class=\"s1\">Zudem ist eine sinnvolle Positionierung f\u00fcr den Erfolg ma\u00dfgeblich verantwortlich. Ein Button, mit dem man ein Produkt in den Warenkorb legt, sollte beispielsweise nicht am Ende der <a href=\"https:\/\/www.trbo.com\/de\/glossar\/produktdetailseite\/\" target=\"_blank\" rel=\"noopener noreferrer\">Produktdetailseite<\/a>, sondern direkt beim zugeh\u00f6rigen Produkt zu finden sein, am besten im sichtbaren Bereich der Seite (above the fold).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">Um herauszufinden, ob ein CTA eine verst\u00e4ndliche Handlungsaufforderung darstellt, kann man unterschiedliche Herangehensweisen in <a href=\"https:\/\/www.trbo.com\/de\/glossar\/a-b-test\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B-<\/a> bzw. <a href=\"https:\/\/www.trbo.com\/de\/glossar\/multivariantentest\/\" rel=\"noopener noreferrer\" target=\"_blank\">Multivarianten<\/a>-Tests auf ihren Erfolg pr\u00fcfen.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p2\"><span class=\"s1\">CTAs finden nicht nur onsite Anwendung, sie werden auch im klassischen Marketing (z.B. TV, Direktmarketing oder Radiowerbung) und f\u00fcr trafficliefernde Kan\u00e4le (z.B <a href=\"https:\/\/www.trbo.com\/de\/glossar\/search-engine-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEA<\/a>, Email- oder Performance-Marketing) genutzt.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-15171\" src=\"https:\/\/trbocom.wpengine.com\/wp-content\/uploads\/2023\/03\/Beispiel_CTA-1.png\" alt=\"Beispiel f\u00fcr Formular mit Call to Action\" width=\"498\" height=\"528\" \/><\/p>\n<p class=\"p2\"><span class=\"s1\"><br \/>\nBeispiel f\u00fcr Formular mit klarem Call to Action (&#8220;Demo vereinbaren&#8221;)<\/span><\/p>","protected":false},"template":"","resource_original_language":[710],"class_list":["post-23760","glossar","type-glossar","status-publish","has-post-thumbnail","hentry","resource_original_language-de-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Glossar: Call to Action (CTA) | trbo<\/title>\n<meta name=\"description\" content=\"In unserem Glossar erkl\u00e4ren wir wichtige Begriffe aus dem Online-Marketing. 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