Call-To-Action
UX Design
What is a Call-To-Action
A Call-To-Action (CTA) is a design element that prompts users to take a specific action. It typically appears as a button, link, or message that guides users toward key conversion goals, such as "Sign Up," "Learn More," or "Buy Now."
Types of CTAs
Common varieties include:
- Primary CTAs: Main action buttons with high visual prominence
- Secondary CTAs: Less prominent alternative actions
- Tertiary CTAs: Subtle links or text-based actions
How to design effective CTAs
Create compelling CTAs by using action-oriented language, maintaining clear visual hierarchy, and ensuring sufficient contrast. Position them strategically in the user's natural eye flow and test different variations to optimize conversion rates.
When to use CTAs
Place CTAs at key decision points in the user journey where you want to encourage specific actions. Use them on landing pages, at the end of content pieces, in email campaigns, and at crucial steps in the conversion funnel.
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Limit primary CTAs to one per view to avoid choice paralysis. Secondary CTAs can be included but should be visually less prominent. The total number should align with page goals and user needs.
Use clear, action-oriented verbs ("Start," "Get," "Join") and create urgency when appropriate. Keep text concise (2-4 words) and make the benefit obvious to users.
Select colors that provide strong contrast with the background and align with brand guidelines. Consider color psychology but prioritize visibility and accessibility over theoretical color meanings.
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