What is Call-to-Action?
A Call-to-Action (CTA) is an element on a webpage that prompts users to take a desired action: "Buy now", "Try for free", "Request demo", "Subscribe to newsletter". CTAs are crucial for conversions and typically appear as buttons, links, or forms. An effective CTA is visually prominent (contrasting color), uses action-oriented language (verbs in imperative), communicates a clear benefit, and is strategically placed (above the fold, at end of content). A/B testing of CTAs can significantly improve conversion rates. Every page should have one primary CTA.
Key Points
- Action-oriented language: Use verbs
- Visual prominence: Contrast color, size
- Communicate benefit: What does user get?
- Strategic placement: Above the fold, after content
- One primary CTA per page/section
- A/B testing for text, color, placement
Practical Example
“Changing the CTA text from "Submit" to "Get Free Quote" increased conversions by 35%.”