Call to action

A call to action (CTA) is the button or link that asks the visitor to take the next step - "Buy now", "Request a demo", "Sign up free".

Effective pages usually have one clear primary call to action, visible above the fold, repeated at natural decision points down the page. When several actions compete with equal weight, visitors hesitate - and hesitation costs conversions. Nearby social proof at the point of decision tends to make a call to action more effective, since it answers the "should I trust this?" question right when the visitor is deciding.

Learn more

• Primary CTA clarity - how to pick, label, style, and place the primary action
• Above the fold
• Social proof