Choose the actions and rules of an CTA

Actions available

Action	Result
Open link	Opens URL
Internal navigation	opens a path to the site
Send Message	insert or send the prepared message
Send an email	prepare an e-mail contact
Call	Open the phone number
WhatsApp	opens a WhatsApp conversation
Open Form	displays an ELChat form
Trigger event	forward a personalized event to the site

Types of rules

• Keyword: corresponds to a term sought in context. Intention: refers to a category of application.
• URL: limits the context to a page or address.

At least one rule is required.

Available intentions

Information, rate, comparison, navigation, transaction, support, lead, reservation and download.

Example

CTA: Book a demonstration

• action: open a form;
• intention: reservation or lead;
• additional keyword:démo ;
• form: demonstration request.

Avoid over-switching

• prefer a specific keyword;
• Avoid a too wide URL if CTA only concerns one page;
• associate intent with the actual result;
• test a request that must trigger and one that must not trigger;
• check the competing CTAs.

Several rules

The exact combination behavior should be checked in your scenario. Test the rules together before publication rather than assume a complex logic.

Example: limit an CTA to a specific intent

ForRéserver une démonstration, use the intention reservation and the keyworddémo. The intention covers different formulations; the keyword adds a specific signal. Avoid a rule based only onproduit, too wide for a booking action.

Test three requests: “I want a demo”, “What products do you propose?” and “I want to book an appointment”. CTA must appear for demonstration or reservation requests, but not simply because the wordproduitis present in the conversation.