Call to Action (CTA)

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[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.

Best practice

A call to action should have the following characteristics:

  1. It should have an imperative verb (e.g. “Call now”, “Add to cart”)
  2. It should have a color different from the other elements of the page
  3. The action requested should be clear
  4. It should catch the eye of the user

An example

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]