Call to Action (CTA)
What is a Call to Action (CTA)?
A Call to Action (CTA) is a prompt on a website or digital platform that encourages users to take a specific, desired action: such as “Add to Basket”, “Subscribe Now”, or “Find Out More”. CTAs are often found on buttons, banners, or text links and play a vital role in guiding users through their online journey. In ecommerce, CTAs are essential for turning casual browsers into paying customers. Whether you’re encouraging visitors to complete a purchase, register for an account, or sign up to a mailing list, a strong CTA helps bridge the gap between interest and action.
Why Are CTAs Important in Ecommerce?
CTAs directly influence your conversion rate, the percentage of users who take action on your site. By providing a clear next step, they reduce friction in the customer journey and help shoppers move seamlessly from consideration to decision. For example, a well-placed CTA like “Secure Checkout” near the basket summary can improve purchase completion rates, while “Join Now for Free Delivery” might encourage sign-ups to a loyalty scheme or subscription service.
Tips for Creating High-Impact CTAs
To make your CTAs more effective:
- Use concise, action-led wording that creates urgency or highlights value (e.g. “Claim Your Offer”, “Start Saving Today”).
- Ensure the design stands out visually, using contrasting colours and accessible sizing for all screen types.
- Place CTAs in strategic locations – near product descriptions, within emails, at the end of blog posts, or during the checkout process.
- A/B test different phrases, designs, and placements to see what performs best with your audience.
How Do CTAs Improve User Experience?
Beyond driving conversions, CTAs also improve user experience by making navigation easier and more intuitive. Instead of leaving visitors to guess what to do next, a well-designed CTA offers clear guidance,whether that’s continuing to shop, starting a free trial, or downloading a resource. When aligned with user expectations, CTAs help create a frictionless, engaging online experience that builds trust and boosts long-term loyalty.
