What Are Calls To Action (CTAs) And How Do You Set Them Up?

Calls to action (CTAs) are banners or forms that can be shown to your visitors under different circumstances. CTAs are an excellent way to boost conversions and allow you to drive traffic from your content to your landing pages, or to capture leads and other contact information from your visitors. There are several behaviors of CTAs: Exit Intent, Powerbar, and Slider. Each of them includes different formats that you can choose.

Exit Intent CTA

This CTA is triggered when visitors try to leave the website. Exit Intent is highly effective at reducing bounce rate and converting exiting traffic. Here are a few examples of the message types that are presented by Exit Intents.

  • Image and text – A banner that presents text (title and subtitle that you can compose) and an image that you can place beside the text:

This is an example of a CTA designed to drive traffic to a signup landing page.

  • Form – A single or multiple field form to which you can add text and images:


This CTA includes a multiple field form for email, first+last name, and phone number. This information can be forwarded to your newsletter system (like MailChimp) or marketing automation platform (Hubspot, Marketo, Pardot, etc.).

  • Image banner – The entire banner is clickable, so there is no need to add text:

  • Content recommendation – With this type, you can recommend content from the content pool or choose which content you want to recommend when visitors leave the website:

PowerBar CTA

This CTA appears as an action bar at the top of the page above the header or below the footer. We provide two types of bars.

PowerBar form:

PowerBar banner:

Form – You can present up to 3 form fields (from our experience, more than 3 fields reduces conversion drastically).

Banner – You can add text and button text, and channel visitors to any URL.

Slider CTA

The Slider can be presented on either side of the page and is triggered when visitors scroll down. Like the PowerBar, we provide two types, form and banner.

Slider form – You can add up to 3 fields. This is best for blog subscriptions and webinar sign-ups:

How Do You Set Up A CTA?

1) Go to Calls To Action, and at the top right, select  “New Call to Action”:


2) Set the name and choose the behavior and format of the CTA:

3) You can use Geographic Filters in the drop-down menu to set the countries where the CTA will be triggered:

4) Configuration by Goals – Define who will see the CTA according to the goals they have reached. For example, if you have a goal called “sign up” and this CTA is for signing up visitors as well, choose to ‘exclude’ by the signup goal so visitors that have reached this goal will not see the CTA.

5) Configuration of “Who will see the CTA” – You can specify conditions that need to be met for the CTA to be shown. This allows you to create targeted messages, for example, by showing a CTA only on certain areas of your site (you can set Areas in the Settings/Advanced Settings section), or show a CTA on specific page/s using tags. You can also A/B test two CTAs and measure their CTR (read more about this in the following post).

For information about all the setting options for each CTA, please read this post.

And as always, if you have any questions, don’t hesitate to contact our Customer Success team.