[sociallocker]A call to action (CTA) is a button or link that you place on your website to prompt an immediate response or encourage an action to advance the purchase process of your potential customers.
A call to action should have the following characteristics:
- It should have an imperative verb (e.g. “Call now”, “Add to cart”)
- It should have a color different from the other elements of the page
- The action requested should be clear
- It should catch the eye of the user
The product page of Zalando UK has a perfect example of a good CTA that checks all the marks.
✓ Imperative verb
✓ Different from other elements
✓ The action requested is clear
✓ Catches the attention of the user[/sociallocker]