{"id":3926,"date":"2022-03-02T07:00:59","date_gmt":"2022-03-02T07:00:59","guid":{"rendered":"https:\/\/vwo.com\/glossary\/call-to-action-cta\/"},"modified":"2025-05-16T07:07:42","modified_gmt":"2025-05-16T07:07:42","slug":"call-to-action-cta","status":"publish","type":"post","link":"https:\/\/vwo.com\/glossary\/br\/call-to-action-cta\/","title":{"rendered":"Call to action (CTA)"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong><strong>O que \u00e9 call to action?<\/strong><\/strong><\/h2>\n\n\n\n<p>Um <a href=\"https:\/\/vwo.com\/blog\/call-to-action-buttons-ultimate-guide\/\">call to action<\/a> (CTA) \u00e9 uma instru\u00e7\u00e3o usada em campanhas de marketing que incentiva ou orienta os visitantes de um site a realizarem a a\u00e7\u00e3o desejada. Tal a\u00e7\u00e3o pode ser:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comprar um produto<\/li>\n\n\n\n<li>Assinar uma newsletter<\/li>\n\n\n\n<li>Criar uma conta<\/li>\n\n\n\n<li>Solicitar um or\u00e7amento<\/li>\n\n\n\n<li>Participar de um concurso<\/li>\n\n\n\n<li>Assinar uma peti\u00e7\u00e3o<\/li>\n\n\n\n<li>Matricular-se em um curso<\/li>\n<\/ul>\n\n\n\n<p>Um call to action pode ter a forma de:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bot\u00e3o<\/li>\n\n\n\n<li>Link de texto<\/li>\n\n\n\n<li>Caixa pop-up<\/li>\n\n\n\n<li>Banner<\/li>\n\n\n\n<li>Texto simples sem link<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"218\" data-id=\"846\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/now.jpeg\" alt=\"Call to action\" class=\"wp-image-846\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/now.jpeg 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/now.jpeg?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/figure>\n\n\n\n<p>Um CTA costuma ser composto por duas palavras, como \u201cCompre agora\u201d ou \u201cSaiba mais\u201d. Em alguns casos, ele tamb\u00e9m pode ser uma frase inteira, como \u201cInscreva-se agora para receber atualiza\u00e7\u00f5es semanais\u201d. As possibilidades s\u00e3o infinitas, mas o objetivo final \u00e9 motivar os usu\u00e1rios a agir.<\/p>\n\n\n\n<p>Cada CTA destaca ao visitante que ele pode interagir diretamente com a marca por meio de um clique, chamada, chat, resposta, assinatura ou compra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>CTA no marketing<\/strong><\/strong><\/h2>\n\n\n\n<p>O call to action \u00e9 uma ferramenta importante para que os profissionais de marketing alcancem seus objetivos. Alguns desses objetivos incluem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gerar receita para uma marca ou empresa<\/li>\n\n\n\n<li>Aumentar o reconhecimento da marca<\/li>\n\n\n\n<li>Espalhar a mensagem da marca no mercado<\/li>\n<\/ul>\n\n\n\n<p>Ao executar uma campanha de marketing, seu sucesso pode incluir:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lucros mais altos<\/li>\n\n\n\n<li>Assinaturas\u00a0<\/li>\n\n\n\n<li>Alcance social<\/li>\n\n\n\n<li>Leads de vendas<\/li>\n<\/ul>\n\n\n\n<p>Os CTAs incentivam os visitantes a realizarem a\u00e7\u00f5es conscientes. Com um bom CTA, fica mais f\u00e1cil obter, de forma r\u00e1pida, as informa\u00e7\u00f5es de contato dos usu\u00e1rios e inseri-los no funil de marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Benef\u00edcios do call to action<\/strong><\/strong><\/h2>\n\n\n\n<p>O call to action \u00e9 como uma placa que informa aos usu\u00e1rios qual \u00e9 o pr\u00f3ximo passo. Sem ele, as pessoas podem ter dificuldade para entender como comprar um produto ou contratar um servi\u00e7o. Inserir CTAs simples, concisos e f\u00e1ceis de ler nos locais certos do site traz v\u00e1rios benef\u00edcios, incluindo:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Eliminar a fadiga de decis\u00e3o ao apresentar uma jornada do usu\u00e1rio simples<\/li>\n\n\n\n<li>Promover maior <a href=\"https:\/\/vwo.com\/blog\/call-to-action-button-boosts-user-engagement\/\">engajamento dos usu\u00e1rios<\/a> ao direcion\u00e1-los ao caminho certo (\u201cClique aqui\u201d)<\/li>\n\n\n\n<li>Aumentar as taxas de convers\u00e3o<\/li>\n\n\n\n<li>Aumentar as consultas de leads (\u201cTeste gr\u00e1tis\u201d)<\/li>\n\n\n\n<li>Incentivar a compra de produtos ou servi\u00e7os enquanto \u201cdurarem os estoques\u201d (\u201cCompre agora\u201d, \u201cSaiba mais\u201d, \u201cGanhe % de desconto\u201d, \u201cReserve agora\u201d)<\/li>\n\n\n\n<li>Estimular o cliente a adicionar produtos ao carrinho (\u201cAdicionar ao carrinho\u201d, \u201cCompre agora\u201d)<\/li>\n\n\n\n<li>Motivar o aprendizado sobre produtos ou servi\u00e7os (\u201cSaiba mais\u201d, \u201cDescubra\u201d, \u201cExplore\u201d, \u201cInscreva-se agora\u201d)<\/li>\n\n\n\n<li>Promover e compartilhar a marca (\u201cCurta e compartilhe\u201d, \u201cParticipe e concorra\u201d)<\/li>\n<\/ul>\n\n\n\n<p>Um bot\u00e3o simples como \u201cBaixe o relat\u00f3rio\u201d j\u00e1 \u00e9 suficiente para guiar o visitante para o pr\u00f3ximo passo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Tipos de CTA<\/strong><\/strong><\/h2>\n\n\n\n<p>Estes s\u00e3o alguns exemplos de CTAs comumente usados em campanhas de marketing:<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"288\" data-id=\"847\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/hubspot.png\" alt=\"Types of CTA\" class=\"wp-image-847\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/hubspot.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/hubspot.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Fonte da imagem: <a href=\"https:\/\/blog.hubspot.com\/marketing\/call-to-action-examples\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot<\/a><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<p>Todos os CTAs citados acima t\u00eam um prop\u00f3sito definido, mas a linguagem pode ser adaptada de forma criativa para gerar mais leads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Onde incluir um call to action<\/strong><\/strong><\/h2>\n\n\n\n<p>Em qualquer campanha de marketing, os CTAs podem ser utilizados em todos os canais acessados pelo p\u00fablico-alvo. Isso inclui:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Site: quando os usu\u00e1rios visitam um site, uma boa pr\u00e1tica \u00e9 incluir CTAs em diferentes se\u00e7\u00f5es, como na p\u00e1gina inicial, para gerar diversas oportunidades de clique e convers\u00e3o. Em um site, os CTAs podem ser inseridos em:\n<ul class=\"wp-block-list\">\n<li>Cabe\u00e7alhos fixos<\/li>\n\n\n\n<li>Paineis laterais<\/li>\n\n\n\n<li>Pop-ups e conte\u00fados deslizantes<\/li>\n\n\n\n<li>P\u00e1ginas de produto ou de checkout<\/li>\n\n\n\n<li>Fim de artigos ou landing pages<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Campanha de e-mail: use listas de e-mails para enviar campanhas para seus assinantes. Insira os CTAs no corpo da mensagem.<\/li>\n\n\n\n<li>Redes sociais: use an\u00fancios patrocinados em redes sociais, como o Facebook, que permitem inserir o bot\u00e3o \u201cSaiba mais\u201d para ser usado como CTA.<\/li>\n\n\n\n<li>Google: o buscador exibe um bot\u00e3o de chamada nos an\u00fancios pagos para dispositivos m\u00f3veis, possibilitando que o visitante entre em contato diretamente com o anunciante.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Elementos de um call to action eficaz<\/strong><\/strong><\/h2>\n\n\n\n<p>Os usu\u00e1rios precisam de um motivo para agir, por isso, o segredo de um CTA eficaz n\u00e3o est\u00e1 apenas em dizer o que eles devem fazer, mas por que fazer. Para ter sucesso, voc\u00ea precisa dominar a arte de <a href=\"https:\/\/vwo.com\/blog\/the-ultimate-handbook-on-writing-the-perfect-call-to-action\/\">escrever CTAs eficientes<\/a>. Veja a seguir algumas dicas para criar CTAs.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Use verbos fortes para estimular a\u00e7\u00f5es. Na tabela abaixo, listamos alguns exemplos, categorizados por prop\u00f3sito, que podem ser usados de acordo com o que a empresa oferece ao usu\u00e1rio:<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong><strong>Com\u00e9rcio eletr\u00f4nico<\/strong><\/strong><\/td><td><strong><strong>CTAs<\/strong><\/strong><\/td><\/tr><tr><td>eCommerce<\/td><td>Comprar, Encomendar, Pedir, Reservar, Economizar, Adicionar ao carrinho, Ver<\/td><\/tr><tr><td>Assinatura<\/td><td>Inscrever-se, Indicar, Cadastrar-se, Assinar<\/td><\/tr><tr><td>Convers\u00e3o sem fins lucrativos<\/td><td>Doar, Contribuir, Apoiar, Adotar, Voluntariar-se<\/td><\/tr><tr><td>Ofertas de brindes<\/td><td>Aproveitar, Resgatar, Baixar, Obter<\/td><\/tr><tr><td>Geral<\/td><td>Saiba mais, Ver mais, Descobrir, Conferir, Clique aqui, Arraste para cima<\/td><\/tr><\/tbody><\/table><figcaption class=\"wp-element-caption\">Fonte: <a href=\"https:\/\/adespresso.com\/blog\/call-to-action-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdEspresso<\/a><\/figcaption><\/figure>\n\n\n\n<p>2. Crie senso de urg\u00eancia. Use o conceito de FOMO (medo de ficar de fora)<\/p>\n\n\n\n<p>3. Destaque os benef\u00edcios para o usu\u00e1rio<\/p>\n\n\n\n<p>4. Certifique-se de que o CTA esteja alinhado com o DNA da marca<\/p>\n\n\n\n<p>5. Crie um CTA direto, curto e claro<\/p>\n\n\n\n<p>6. O CTA deve levar exatamente ao local prometido<\/p>\n\n\n\n<p>7. Fa\u00e7a o CTA se destacar do restante do conte\u00fado<\/p>\n\n\n\n<p>8. Adote um tom entusiasmado e pessoal<\/p>\n\n\n\n<p>9. Otimize o CTA para todos os dispositivos<\/p>\n\n\n\n<p>10. Evite <a href=\"https:\/\/vwo.com\/blog\/common-call-to-action-mistakes\/\">estes erros<\/a>\u00a0<\/p>\n\n\n\n<p>Em geral, a melhor defini\u00e7\u00e3o de conte\u00fado e estilo para o call to action \u00e9 descoberta por meio da <a href=\"https:\/\/vwo.com\/ab-testing\/\">realiza\u00e7\u00e3o de testes A\/B<\/a> com diferentes varia\u00e7\u00f5es. Esse tipo de experimento pode ser feito facilmente com a VWO. <a href=\"#free-trial\">Fa\u00e7a um teste gratuito e completo para come\u00e7ar!<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Alguns CTAs interessantes para inserir no site<\/strong><\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Seguir e compartilhar nas redes sociais<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"225\" data-id=\"848\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/social-media.jpeg\" alt=\"Social Media\" class=\"wp-image-848\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/social-media.jpeg 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/social-media.jpeg?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/figure>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li>Assinar\n<ul class=\"wp-block-list\">\n<li>Destaque na homepage<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"265\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/homepage-callout.png\" alt=\"Homepage Callout\" class=\"wp-image-849\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/homepage-callout.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/homepage-callout.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Fonte da imagem: <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-ctas\/#2-subscribe-ctas\" target=\"_blank\" rel=\"noreferrer noopener\">BIGCOMMERCE<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00f3digo de cupom<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"265\" data-id=\"850\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/coupon-code.png\" alt=\"Coupon Code\" class=\"wp-image-850\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/coupon-code.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/coupon-code.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Fonte da imagem: <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-ctas\/#2-subscribe-ctas\" target=\"_blank\" rel=\"noreferrer noopener\">BIGCOMMERCE<\/a><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comprar e Adicionar ao carrinho<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"264\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/buy-and-add-to-cart.png\" alt=\"Buy And Add To Cart\" class=\"wp-image-851\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/buy-and-add-to-cart.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/buy-and-add-to-cart.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Fonte da imagem: <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-ctas\/#2-subscribe-ctas\" target=\"_blank\" rel=\"noreferrer noopener\">BIGCOMMERCE<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>Avalia\u00e7\u00e3o e feedback<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-5 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"511\" height=\"512\" data-id=\"852\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/review-and-feedback.png\" alt=\"Review And Feedback\" class=\"wp-image-852\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/review-and-feedback.png 511w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/18\/2022\/06\/review-and-feedback.png?tr=w-375 375w\" sizes=\"(max-width: 511px) 100vw, 511px\" \/><figcaption class=\"wp-element-caption\">Fonte da<strong> <\/strong>imagem: <a href=\"https:\/\/rafflepress.com\/how-to-get-more-reviews\/\" target=\"_blank\" rel=\"noreferrer noopener\">rafflepress<\/a><\/figcaption><\/figure>\n<\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Um call to action (CTA) ou \u201cchamada para a\u00e7\u00e3o\u201d \u00e9 uma instru\u00e7\u00e3o usada em campanhas de marketing que incentiva ou orienta os visitantes do site a realizarem a a\u00e7\u00e3o desejada.<\/p>\n","protected":false},"author":565,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-3926","post","type-post","status-publish","format-standard","hentry","category-uncategorized-br"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Call to Action | VWO<\/title>\n<meta name=\"description\" content=\"Call to action \u00e9 uma instru\u00e7\u00e3o dada aos visitantes de um site com o objetivo de provocar uma resposta imediata.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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