A call to action is a phrase that tells a user exactly what action to take and how to take it. While this sounds straightforward, it can be tough to get right. Simply putting “Buy Now” on a button is technically a call to action, but to convert you need to use strong messaging that convinces users to act.
Your website should have clear call to action phrases, buttons, and links that stand out (via wording and visually) which direct the user to take action on your site. Ideally, you should use phrasing that makes your offer seem irresistible to your target demographic.
Effective CTAs need to be compelling, have a clear benefit for the user, continue the conversion momentum, and actually cause action – i.e. increase your conversion rate.
Over 90% of users who read a headline read the Call to Action (CTA).