“Don't just make generic call to actions like yeah just go check out the website. What we've been doing is we create specific call to actions so we make them sort of interactive not just a generic one and prompting them to do an action inside of the site.”

Use Interactive CTAs That Prompt a Specific In-Product Action

Generic 'visit our website' CTAs leave viewers without a clear next step, reducing conversion. By crafting CTAs that direct users to complete a concrete action inside the product, Vasco reduced friction between watching a video and becoming an active user.