Call to action (CTA)

A call to action (CTA) is one of the most powerful elements in a website, app, or any digital marketing campaign. It’s more than just a button or link; it’s the bridge guiding your users from browsing to taking action. Whether you want them to sign up, make a purchase, download a resource, or engage further, a strong CTA can make all the difference.

Let’s break down everything about CTAs: what they are, why they matter, and how to create ones that truly work.

A call to action is exactly what it sounds like—a prompt telling your audience what you want them to do next. 

It's usually found in the form of clickable buttons, links, or text placed strategically across a website, landing page, email, or ad. Common examples of CTAs include:

• "Sign Up Today"
• "Download the Guide"
• "Shop Now"
• "Get a Free Trial"
• "Contact Us"

CTAs work because they give users clear direction. Instead of leaving them wondering, "What do I do now?" a good CTA answers the question for them.

CTAs are essential for driving your users toward a desired goal. Without them, even the most beautifully crafted website or landing page can leave users confused or uninterested. 

Here's why CTAs matter:

1. Focus and Direction: Users need clear guidance on what they should do next. A well-placed CTA eliminates guesswork.
2. Boosting Conversions: If you’ve invested in conversion rate optimization, like Tenet specializes in, designing an effective CTA can significantly improve your conversion metrics.
3. Improving User Experience: CTAs create a seamless path for users to take action, enhancing the overall experience.
4. A/B Testing Opportunities: CTAs let you test different designs, copy, or placements (like on a landing page) to determine what resonates most with your audience.

Not all CTAs are created equal. The best ones have a mix of eye-catching design, strategic placement, and compelling copy. Here’s a breakdown of key elements to keep in mind:

The language of your CTA needs to inspire action. Use strong verbs like “Start,” “Get,” “Download,” “Join,” or “Discover.” Phrases like "Learn More" or "Book Your Free Consultation" are specific and targeted.

Your CTA should stand out visually. Bright, contrasting colors that align with your UI/UX design are a great choice. Make sure it’s big enough to grab attention but not so overwhelming that it clashes with the rest of your interface.

Think like your user. Where would it feel natural to have a CTA? Above the fold, at the end of a blog, as part of a CRO-driven landing page—these are all prime spots.

Why should a user click? Ensure your CTA shows the benefit. For example, instead of saying "Click Here," say “Unlock Free Resources” or “Save 20% Today.”

Here are some actionable tips for crafting CTAs that lead to conversions:

Your users are more likely to respond to customized CTAs. Tailor your message based on the stage of the buyer journey or the user’s preferences.

Clarity over complexity. Avoid jargon or unnecessary words. Your CTA text should be short but impactful.

It’s a mobile-first world. Ensure that your CTA buttons or links are easy to click on smaller screens—no one wants to pinch and zoom.

Words like “Now,” “Limited Time Offer,” or “Today Only” can motivate immediate action. However, be authentic—faux urgency can backfire.

Split-testing (A/B testing) different CTA styles, designs, placements, or text can reveal what works best with your audience. A CRO audit can help identify these opportunities.

Different needs call for different CTAs. Here’s a quick list of common CTA types and how they’re used:

• Lead Generation CTAs: “Get Your Free Ebook” (Ideal for building email lists or driving downloads).
• Product Discovery CTAs: “Explore Our Services” (Great for showcasing offerings like Tenet’s conversion rate optimization services).
• Transactional CTAs: “Add to Cart” or “Buy Now” (Designed to drive sales directly).
• Engagement CTAs: “Join the Conversation” or “Follow Us on Social Media” (Encourage interaction and community building).
• Educational CTAs: “Read Our Blog” (Perfect for traffic and trust-building).
• Contact CTAs: “Schedule a Demo” or “Talk to Us” (Lead users toward speaking with your team).

If improving your conversion rates is the priority for your business, paying attention to your CTAs is critical. At Tenet, our CRO audit services dive deep into optimizing elements like CTA placement, text, and visuals to ensure every piece of your digital strategy is performing to its fullest. Small tweaks—like changing the button color or wording—can lead to significant results.

For example, an e-commerce store that changes its “Buy” button to “Get Your Deal Today” might motivate more users to complete their purchase. Great CTAs are an essential part of CRO strategies.