What is Call-to-Value (CTV)?
A call-to-value is a type of call-to-action that emphasizes the benefit or reward the user will receive for taking action, rather than only stating the action itself. In ecommerce, this helps make the decision to click or purchase more compelling.
Why Call-to-Value matters?
While standard calls-to-action such as "Shop Now" or "Learn More" tell the user what to do, they do not always convey why it is worth doing. A call-to-value like "Get 20 Percent Off Today" or "Claim Your Free Sample" communicates the benefit, which can increase click-through rates and conversions. In competitive ecommerce markets, value-driven prompts can help differentiate your offer and motivate hesitant shoppers.
How Call-to-Value works?
A call-to-value is created by pairing a clear action with a specific benefit. It should be relevant to the visitor’s needs and expectations and appear in prominent positions on the page. Placement follows the same best practices as standard calls-to-action, but the copywriting focuses on the reward.
Example in ecommerce
A subscription box company changes its button from "Subscribe Now" to "Get Your First Box Free." Sign-ups increase by 28 percent because the offer’s benefit is instantly understood.
Common mix-ups
A call-to-value is not meant to replace all calls-to-action. It is best used when the benefit is strong, clear, and immediate.
Best practices
- Lead with a benefit that matters to your audience.
- Keep the message short and direct.
- Match the offer to the visitor’s intent and stage in the buying journey.
- Test different benefits to see which resonate most.
- Ensure the promised value is easy to claim.
Industry benchmarks
- Calls-to-value often outperform generic calls-to-action by 10 to 25 percent in click-through rate tests.
Related terms
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