Call to action

A call to action (CTA) is a prompt on a website or a button in an email that instructs the user to take some specified action. It’s one of those elements that will directly impact your conversion rates so you need to use it wisely.

Clicking the call to action is often the main objective of an email. Having a clear CTA at the top and bottom of an email will make it easier for your recipients to click through to the landing page. And when placed on a website, it helps encourage website visitors to take the desired action.

Examples are plenty: “Download the e-book“, “Subscribe to our Newsletter“, “Register Now“, “Read More“, or can have a direct link to sales “Buy Now“…  You are advised to perform an A/B Testing to test the CTA placement on your website or inside the email, the color, and the text and find the ideal position, the color that attracts the most attention and finally the best copy for your CTA that gets you most clicks from your website visitors and your email subscribers.

Call to Action can take up different forms: text hyperlinks, buttons in different shapes and colors, or even an image.