What is a call to action (CTA)?

A call to action (CTA) refers to a prompt that encourages users to take a specific action. This can include actions such as signing up for a newsletter, purchasing a product, or clicking on a link for more information. CTAs are vital in guiding users through a user interface, as they are strategically placed to drive engagement and conversion.

Effective CTAs use persuasive language and design elements that stand out, making it clear what action the user should take next. For example, buttons with text like "Get Started" or "Learn More" serve as direct invitations for the user to engage further. The strength of a CTA lies in its ability to connect with the user's intent and urge them toward completing a desired goal within a digital experience.

In contrast, while navigation elements help users move through a website or application, they do not specifically prompt an action in the same influential way as a CTA. Visual hierarchy relates to the arrangement of elements to guide the user's focus, but it doesn't inherently encourage action. Usability testing standards focus on evaluating the effectiveness and user-friendliness of a design but do not pertain directly to prompting user actions like a CTA does.