Call to Action (CTA)

A call to action (CTA) is any prompt that asks users to take a specific next step, such as subscribe, book a demo, or complete a purchase. It matters because conversion flows fail when intent is unclear at decision points. Effective CTAs are explicit, context-matched, and placed where user motivation is highest. Teams should test wording, visual prominence, and friction around the CTA destination, including form length and page speed. A common mistake is adding multiple competing CTAs on one screen, which splits attention and lowers completion rates.