What is a Call to Action?

Acall-to-action(CTA) is an instruction that encourages the visitor to take a specific action: click, request, purchase or download.A strong CTA is the bridge betweenConversioneffective?An effective CTA is specific,CROand

benefits-driven.“Request

free advice” works better than “Click here”.Use the first person for higher conversion: “Start my free trial” performs better than “Start your free trial.”Make sure the CTA is visible above the fold and repeated after each persuasive block.CTA placementPlace the primary CTA prominently at the top of the landing page.In advertising (Google Ads, MetaAbove the Foldis the last link before the click, make it urgent and specific.CTA testingAlways test multiple CTA

variants via

A/B testing.Small changes to text, colorLanding Pagecan significantlyGoogle Adscan a page have?One primary CTAMeta Adsare allowed but must not displace the primary one or create confusion.Does a CTA

button work

better than a text link?Usually yesA/B testare visually more prominent and make the desired actionConversion RateatHeatmaprs.google.com/search.