Call to Action (CTA)
A button or link designed to prompt users to take a specific action.
Definition
A call to action is a UX element—typically a button or prominent link—that guides users toward a conversion goal like signing up, purchasing, or downloading. Effective CTAs use action-oriented language, visual prominence, and strategic placement.
CTA design involves considerations of copy, color, size, placement, and surrounding white space.
Why It Matters
CTAs are the critical conversion points where interest becomes action. A/B testing reveals that small CTA changes can significantly impact conversion rates.
Poor CTA design buries conversion opportunities and leaves money on the table.
Examples in Practice
Changing a CTA from "Submit" to "Get Your Free Guide" increases form completions by 30%.
A homepage features a high-contrast CTA button above the fold to capture immediate visitor interest.
E-commerce product pages test CTA copy: "Add to Cart" vs. "Buy Now" vs. "Add to Bag."