Call-to-Action (CTA)
A prompt that tells users what action to take next, typically in the form of a button or link with action-oriented text.
Definition
A call-to-action (CTA) is an instruction designed to provoke an immediate response from the reader or viewer. CTAs guide users toward a specific next step—downloading content, starting a trial, scheduling a demo, or making a purchase.
Effective CTAs are clear, action-oriented, and create urgency or value. They answer the question "What should I do next?" and make that action as easy as possible. CTAs can be buttons, links, forms, or any element designed to drive conversion.
Why It Matters
CTAs are the conversion mechanism that turns interest into action. Without clear CTAs, even engaged visitors leave without converting because they're unsure what to do next or how to proceed.
Strategic CTA placement, design, and copy dramatically impact business outcomes. A/B testing shows that minor CTA changes—button color, word choice, placement—can improve conversion rates by 20-50%. Mastering CTAs is one of the highest-leverage marketing skills.
Examples in Practice
An ecommerce site changes their product CTA from "Learn More" to "Add to Cart" and sees conversion increase 35% by reducing friction.
A SaaS company tests CTA copy: "Start Free Trial" outperforms "Sign Up" by 28% because it emphasizes value over commitment.
A B2B website places CTAs at the top, middle, and end of long-form content, capturing conversions at different decision stages and improving total conversion by 60%.