# What is CTA – Call To Action?

What is CTA – Call To Action? An element that directs the visitor to the next action: 'buy now,' 'sign up.' Design, color, and placement affect CR.

## How it works in practice

A weak CTA is money left on the table. 'Click here' is poor. '20% off — today only' is far better.

## Related metrics

- Conversion Rate — a strong CTA means high CR
- Landing Page — the CTA is the heart of it
- A/B Testing — a CTA is worth testing
- Above the Fold — must appear above the fold

## 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.

## Real-world 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%.

## Where to start

An A/B test on the CTA takes 2 hours and can yield a +20-50% CR.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/cta-call-to-action