Call to action

see-tee-AYnoun, abbreviated CTA

Topic: Design and layout

1. A button, link or short line of text that tells a visitor what to do next, such as Buy now, Book a call or Request a quote.
2. Every page should have one main job and a call to action that does it. Specific wording usually beats vague wording: “Book a free 20-minute call” says more than “Submit”. Too many competing calls leave visitors unsure what to do, so it is better to have one clear one and a couple of quieter ones.

Example The Add to basket button was the only brightly coloured thing on the page.

See also Above the fold Conversion rate White space