Illustration

Call-to-Action (CTA)

What is a call-to-action?

A call-to-action (CTA) is a button, link, or other type of element on a webpage that prompts the user to take a specific action. CTAs are often used in marketing and advertising to encourage users to make a purchase, sign up for a newsletter, download an app, or take some other desired action.

Examples of common CTAs include "Buy now," "Sign up," "Learn more," "Download," and "Get started." CTAs are often designed to be prominent and eye-catching, with the goal of encouraging users to take the desired action.

Effective CTAs should be clear, concise, and relevant to the user. They should also be prominently placed on the page so that users can easily find and interact with them. Testing different versions of CTAs, such as different text or placement on the page, can help determine which versions are most effective at driving conversions.

What are some call-to-action examples?

A call-to-action (CTA) is a button or a link that prompts the user to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a resource. Here are a few examples of common call-to-action phrases and button designs:

  1. "Buy now" or "Add to cart" - used on e-commerce websites to encourage users to make a purchase.
  2. "Sign up" or "Join now" - used on registration or subscription forms to encourage users to create an account or join a service.
  3. "Download" or "Get your free guide" - used on landing pages or resources to encourage users to download a digital asset, such as an ebook or whitepaper.
  4. "Learn more" or "Discover more" - used on product or service pages to encourage users to explore more content or features.
  5. "Contact us" or "Book a demo" - used on contact or support pages to encourage users to get in touch with a business or schedule a demonstration of a product.
  6. "Follow us" - used on social media pages to encourage users to follow a brand on social media platforms.
  7. "Watch video" - used on landing pages to encourage users to watch a promotional video.

These are just a few examples, but there are many other possibilities depending on the context and the goal of the website or product. A good CTA should be prominent, clear and easy to find, and use action-oriented language.

What is the best way to create a good call-to-action?

Creating a good call-to-action (CTA) requires a combination of design and copywriting skills. Here are a few best practices to keep in mind when creating a CTA:

  1. Be clear and specific: Use action-oriented language that clearly communicates the desired action, such as "Sign up now" or "Download our free guide".
  2. Make it prominent: Position the CTA in a place where it will be easily visible, such as above the fold on a webpage or in a contrasting color to the surrounding elements.
  3. Use contrasting colors: Use colors that stand out from the background and make the CTA easy to spot.
  4. Keep it simple: Use simple, clean design that makes the CTA easy to read and understand.
  5. Use persuasive language: Use words that create a sense of urgency or scarcity, such as "limited time offer" or "exclusive access".
  6. Test and iterate: Test different versions of the CTA using A/B testing or other methods to see which one performs better and make adjustments accordingly.
  7. Make it accessible: Make sure that the CTA is accessible to users with disabilities, such as providing alternative text for images or making sure that the CTA is keyboard accessible.
  8. Use consistent design: Use consistent design across your website or product, this will create a sense of trust and recognition in users.

Remember that a good CTA is not only about design and copy, but also about understanding your target audience, their needs and pain points, and using that knowledge to create a message that truly resonates with them.

What are 3 features of a strong call-to-action?

  1. Clarity: A strong call-to-action (CTA) is clear and specific about the desired action. It uses action-oriented language that clearly communicates what the user should do, such as "Sign up now" or "Download our free guide".
  2. Visibility: A strong CTA is prominently placed in a way that makes it easy to spot, such as above the fold on a webpage or in a contrasting color to the surrounding elements.
  3. Urgency: A strong CTA creates a sense of urgency or scarcity, using language that motivates the user to take action immediately, such as "Limited time offer" or "Exclusive access". This helps to overcome user's procrastination and encourage them to take action.

Additionally, A strong CTA should be accessible, consistent with the design of the website or product and easy to use. It should also be designed keeping in mind the target audience, their needs, and pain points. A good CTA is not only about design and copy, but also about understanding your target audience and using that knowledge to create a message that truly resonates with them.

Design Terminology

Learn more about most common design terms

Check out our UX Research course and start improving your UX design skills today.

Start for free