CTA stands for Call to Action and is a clear prompt to take an action. It may encourage users to get in touch, book, download, sign up or read more. A CTA is both a content element and part of the user flow.
What does a CTA involve in practice?
In practice, the text should explain what happens after the click and fit the user's motivation at that point. Placement, visual priority, contrast and feedback affect whether the button is understood. Several CTAs in the same area should have one clear primary choice.
A CTA is relevant when a website needs to guide users towards a goal. See Conversion optimization, friction and Microcopy.
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