Call to action(CTA)
Conversion and UX
Conversion and UX
A call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
A good CTA names the outcome rather than the mechanic: 'See your scan results' beats 'Submit'. One primary action per page keeps the choice easy.
Place the CTA where the decision is made — after the answer, after the price indication — not only at the top where nobody is convinced yet.
Related terms
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- CopywritingCopywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.