CTA – Call To Action
An element that directs the visitor to the next action: 'buy now,' 'sign up.' Design, color, and placement affect CR.
In practice
A weak CTA is money left on the table. 'Click here' is poor. '20% off — today only' is far better.
Common misconception
'More CTAs mean more conversions.' Paradox of choice — more options mean less action. A landing page should have only one CTA.
How to fix it
Not clicking? (1) use a contrasting color, (2) phrasing with explicit value, (3) larger size, (4) move it above the fold.
Example
A furniture store: 'request a quote' got 0.4% clicks. Switching to 'get a price with free shipping within 24 hours' got 1.8%.
Priority
An A/B test on the CTA takes 2 hours and can yield a +20-50% CR.
Related terms
Keep learning. Metrics that touch the same area:
- Landing PageMarketingA dedicated page for a campaign, focused on one goal. No distracting navigation, one clear CTA.
- A/B TestingUXComparing two versions with equal-sized groups. Version A is the existing one, version B is the change. Every major store change is worth testing before full rollout.
- Above the FoldCustomer ExperienceThe content a visitor sees without scrolling — the first 50-60% of screen height. 80% of visitors don't scroll below the fold. What's above the fold determines whether the visitor stays or leaves.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
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