Call-to-Action (CTA)
The prompt that pushes the visitor to the next step, such as a button that says 'Request a demo'.
By Tanguy De Keyzer · Founder & digital strategist
What is a call-to-action?
A call-to-action is the prompt that leads the visitor to the next step: a button, link or line like “Request a free audit” or “Download the guide”. It is the moment interest turns into action.
Why the CTA is so decisive
However good your page is, without a clear CTA nothing happens. A strong CTA is visible, concrete and actively worded, and makes clear what the visitor gets. Vagueness (“Submit”) almost always performs worse than value (“Send me the report”).
How to optimise it
One primary CTA per page works best; too many choices paralyse. Text, colour, placement and the promise behind it are all rewarding elements to A/B test, because small changes can noticeably raise your conversion rate.
See also
From theory to growth.
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