You have undoubtedly heard of the term Call To Action or CTA as an incentive for action, typically taking the form of a strategically placed button on a website.
But what does this incentive really entail? And how do you ensure that users actually perform the desired action?
What is CTA?
When we talk about a call to action, we refer to the element that creates an incentive for users to take action when they visit a website.
In other words, a call to action plays a crucial role in the conversion rate.
Imagine, for example, that a website encourages visitors to sign up for a newsletter, download a guide, or something entirely different.
A call to action is your shortcut to reaching your target audience and establishing a relationship with them.
What Does a Call To Action Look Like?
A call to action is often described as a button because this is the most common way CTAs are presented – as a button with an associated link.
These links will either automatically trigger a download for the user or direct them to a subpage to sign up for a newsletter or purchase a product.
How to Use UX Design for CTA
A call to action is closely connected to UX design – also known as user experience design.
To ensure that users actually click on the CTA button, it is essential that the button’s design naturally encourages this action.
This involves designing the button in a way that is simple in appearance, captures interest, and clearly indicates its immediate function without requiring users to think too much about it.
Typical functions for CTAs include:
- Sign up for the newsletter here.
- Start a free trial.
- Download the guide here.
Placement, color, and size are also important elements that should align with the website’s overall design and, above all, should not be a disruptive element for users.
Users have become accustomed to seeing buttons with over-the-top messages that create the opposite of an incentive to act.
Be mindful of the message and action you want your CTA buttons to convey so that users actually find them engaging.
How to Optimize Your Conversion Rate with Call To Action
A call to action can be a valuable tool in your conversion optimization strategy.
However, CTA buttons can be tricky to get right immediately and effectively create an incentive for action.
Therefore, continuous analysis of your CTA implementation will be necessary through tools such as heatmaps, A/B testing, bounce rate analysis, and more.
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