Call to action
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The specific action you want the visitor to take. 'Start free trial.' 'Request a demo.' 'Download the guide.' One page, one primary CTA.
A CTA is the instruction telling the visitor what to do next. Click this button. Fill out this form. Start this trial. Every marketing asset should have a clear, specific CTA.
The best CTAs are specific about what happens next. 'Start free trial' is better than 'Get started.' 'See pricing' is better than 'Learn more.' The visitor should know exactly what clicking the button will do.
Each page should have one primary CTA and at most one secondary CTA. A page with five equally weighted CTAs is a page with no CTA. The visitor does not know what to do and does nothing. A clear CTA is the single biggest lever for conversion rate improvement. Prioritize one action per page and make it visually prominent.
Examples
A CTA that converts.
Homepage CTA: 'Deploy your first app in 90 seconds - Start free.' The CTA promises a specific outcome (deploy an app), a specific timeframe (90 seconds), and no risk (free). Conversion rate: 3.8%.
CTA copy testing.
Version A: 'Get Started' (conversion: 2.1%). Version B: 'Start Free Trial' (conversion: 2.8%). Version C: 'Deploy in 90 Seconds' (conversion: 3.5%). The most specific CTA wins because it sets clear expectations.
Competing CTAs reduce conversion.
A landing page has three equally prominent buttons: 'Request Demo,' 'Start Free Trial,' and 'Read Documentation.' The visitor cannot decide. Conversion rate: 1.5%. The team makes 'Start Free Trial' the primary CTA and moves the others to secondary positions. Conversion jumps to 3.2%.
In practice
Read more on the blog
Frequently asked questions
What makes an effective CTA?
Specificity (tells you what happens next), action-oriented language (starts with a verb), value proposition (promises a benefit), and visual prominence (stands out on the page). 'Start free trial' beats 'Submit.' 'See pricing' beats 'Click here.'
How many CTAs should a page have?
One primary CTA per page. You can have a secondary CTA for visitors who are not ready for the primary action (e.g., 'Watch demo video' as secondary to 'Start free trial'). More than two CTAs creates decision fatigue and reduces conversion.
Related terms
A standalone web page designed for a single conversion goal. No navigation distractions. One page, one purpose, one CTA.
The percentage of people who take a desired action. Visitors who sign up. Leads who become customers. The measure of how well each stage of the funnel works.
Comparing two versions of a marketing asset to see which performs better. The scientific method applied to marketing decisions.
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