CTA

Category: Marketing

What is a Call to Action (CTA)?

Call to Action (CTA) is a marketing term that refers to any design element that encourages the user to take immediate action. This can be a button, link, image, or text that directs the user to the next step in the process of interaction with the brand.

CTA is a critical element in every digital marketing strategy, as it directly affects the conversion rates and success of marketing campaigns. An effective CTA transforms passive visitors into active participants and customers.

Types of CTA and their goals

Purchase and sales

Direct purchase:

“Buy now”
“Add to cart”
“Order online”
“Get discount”
“Shop now”

Goal: Direct sales and revenue

Lead Generation

Collecting contact information:

“Download for free”
“Subscribe”
“Register”
“Get offer”
“Record demo”

Goal: Building a database and nurture

Engagement

Increasing engagement:

“Read more”
“Share”
“Comment”
“Watch video”
“Research”

Goal: Improving engagement

Contact and communication

Direct communication:

“Contact us”
“Call us now”
“Send message”
“Book consultation”
“Find store”

Goal: Direct communication with customers

Social proof

Building trust and social proof:

“See reviews”
“See portfolio”
“Join the community”
“Follow us”
“Become a partner”

Goal: Building trust and community

Stage from the funnel

Directing to the next stage:

“Next” / “Continue”
“Next step”
“Start for free”
“Upgrade”
“Compare plans”

Goal: Directing through the funnel for sales

Examples of effective and ineffective CTA - Comparison of different approaches

Effective CTA examples:

“Start your free trial today!”

Elements of success: Icon, urgency (“today”), clear benefit (“free”)

“Download our free e-book and learn the secrets of success”

Elements of success: Clear benefit, clear action, urgency

Ineffective CTA examples:

“Click here”

Problems: Unclear action, lack of motivation, uninteresting design

“Send”

Problems: Generic, technical, does not explain what will happen

Best practices for creating CTA

Using verbs for action

Verbs create a sense of movement and direction:

Start
Download
Register
Buy
Learn

Creating urgency

Limited time or limited quantity:

“Only today”
“Limited offer”
“Hurry up, only a few left”
“Last chance”

Clearly indicating the benefit

What the user will get:

“Save 50%”
“Learn the secrets”
“Improve results”
“Solve the problem”

Visual Appeal

Design that attracts attention:

Contrast colors
Appropriate size
White space around the button
Icons and visual elements

Optimization for mobile

CTA must work well on all devices:

Large enough for touch
Fast loading
Easy navigation
Responsive design

Testing and optimization

Continuous improvement of results:

A/B tests
Click analysis
Change text and colors
Test different positioning

Psychological principles in CTA

Social proof: “Join 10,000+ happy customers”
Limited availability: “Only 5 places left”
Urgency: “The offer expires after 24 hours”
Avoid loss: “Don't miss this opportunity”
Reciprocity: “Take this free resource”
Authority: “Method recommended by experts”
Consistency and sequence: “Continue to the next step”

Formulas for successful CTA text:

Formula	Example	Effectiveness
[Verb] + [Benefit]	“Learn how to increase sales”	High
[Verb] + [Urgency]	“Register today and save”	High
[Benefit] + [Social proof]	“Join 50,000+ successful entrepreneurs”	High
[Verb] + [Specific action]	“Download the free template”	Medium

Optimal positioning of CTA

Above the fold: For quick actions and important messages
Content middle: After key points or important information
End of page/article: When the user has read the content
Floating CTA: Always visible when scrolling
Popup modal: For special offers and urgent messages
Exit-intent popup: When the user tries to leave the site

Positioning according to the type of page:

Type of page	Optimal positioning	Number of CTA
Home page	Hero section + several strategic places	3-5
Product page	Description + floating button	2-3
Blog article	Introduction + middle + conclusion	2-4
Landing page	Many positions with a single focus	5-8

Color psychology in CTA design

Color	Psychological effect	Suitable for	Example
Red	Urgency, energy, attention	Sales, limited offers	“Buy now”
Blue	Trust, calmness, reliability	Financial services, B2B	“Download guide”
Green	Success, growth, nature	Ecological products, success	“Start now”
Оранжев	Enthusiasm, creativity, friendship	Creative services, communities	“Join the community”
Лилав	Luxury, creativity, wisdom	Premium products, education	“Learn more”

Importance of color contrast:

CTA buttons must have high contrast with the background for better visibility. Use tools to check the contrast to ensure that CTA is easily noticeable and accessible to all users.

A/B testing of CTA

Button text: Testing different verbs and formulations
Color: Experimenting with different color schemes
Size and shape: Testing different sizes and shapes
Positioning: Changing the location of CTA
Icons and visual elements: Adding or removing icons
Micro-copy: Testing the additional text around CTA

Metrics for measuring success:

Metric	Description	Target value
CTR (Click-Through Rate)	Percentage of clicks compared to impressions	2-5% Good
Conversion rate	Percentage of clicks that lead to conversion	10-25% Good
Time to click	How quickly users click on CTA	Under 10 seconds Average
Bounce Rate after CTA	Percentage of users who leave after clicking	Under 40% Acceptable

Common mistakes

Too many CTAs: Confusing users with too many choices
Unclear action: The user does not understand what will happen after clicking
Bad contrast: CTA blends with the background and is not noticeable
Too technical language: Using jargon instead of simple language
Link to the wrong page: CTA leads to a page that does not meet expectations
Ignoring mobile users: CTA is not optimized for small screens
Lack of testing: No A/B tests for optimization