CTA

CTA - call to action, call to action. A button, link or phrase that tells the client exactly what to do next: “leave a request”, “sign up”, “pick up a guide”. The CTA is where attention turns into action.

The main rule: one page - one target action. When there are five different CTAs on a landing page (“buy”, “subscribe”, “call”, “download”, “chat”), the client does not choose the best - he does nothing. The choice is paralyzing. The fewer options, the higher the conversion.

CTA is not only the text on the button, but also the context around it. “Send” works worse than “Get a quote in 5 minutes,” because the second formulation answers the silent question “what will it cost me?” A good CTA is specific, promises results, and removes fear. Analysis of CTA in the general conversion checklist - in article about CRO.