A call-to-action (CTA) is a call to action in order to generate a specific reaction from the user. The call to action can be in the form of text, image or a combination of the two formats. In addition, a CTA can ensure higher conversion rates.


As a call-to-action is a call to action indicated that motivates the user to a particular course of action. Usually this is done in the imperative like “buy now”, “learn more” or “download now”. By strategically placing the button, it prompts the user to deal with the product or service in a certain way. An effective CTA provides the user with convincing reasons for a quick purchase instead of delaying the purchase decision. A call-to-action is an important part of the marketing measures to increase the conversionincrease significantly. In addition to conversions, the goals can be both generating leads and increasing the length of stay. For this purpose, the CTA encourages the user to click on other articles or media.

Goals of the call-to-action

A CTA can have multiple or different goals, including:

  • Purchase of the item
  • Arranging a consultation appointment
  • Calling up another website
  • Placing a product in the shopping cart
  • Request for information material
  • Request for a call
  • Registration for a newsletter
  • Registration on a website
  • Start of a download
  • Invitation to continue reading
  • Recommendation of further products, articles or pages

Areas of application

A call-to-action is used in numerous areas, for example:

  • Landing pages
  • Newsletter marketing / email marketing
  • Web pages
  • Display ads
  • Online text ads
  • TV commercials
  • Print ads

Design and placement of the call-to-action

According to etaizhou, the call-to-action should always be formulated in such a way that the consumer does not feel pressured to buy. In addition, the CTA should have a length not exceed a maximum of two sets, ideally contains this 2-3 words. In addition to the short formulation, the CTA itself should also visually clearly from the rest, display website or landing page are different, so that the user recognizes the CTA clearly. So-called “ buttons ” are mainly used on the Internet. These are labeled buttons that trigger the respective action directly with one click. Therefore, the buttons have a very simple design and consist of a text element with a different background.

Basically, a CTA should meet the following points:

  • Sure: the purpose of every call-to-action is to get the user to take action. Therefore, the CTA should only contain one action. The benefits must be clear to the user. For example: “Get free updates”.
  • Specific: The action to be performed should be evident and clear. For example, the CTA can invite you to register, buy or donate.
  • Simplicity: The CTA should have a simple design and wording.

The placement of the CTA must be chosen so that the respective target group can clearly perceive and understand the advertising message. There are two options for this: On the one hand, it can be placed at the beginning of an advertising medium or a website. On the other hand, the call to action can also be placed at the end. In this variant, the CTA serves as a conclusion to the user’s positive impression of the product or company, which is ultimately converted into a reaction. An example is “Buy the product online now!” according to a product description in an online shop.

Click rate optimization with call-to-action

The call-to-action is an important measure for optimizing the meta description, which is used by search engines for the search snippet in the SERPs. The user decides on a result within milliseconds after entering his search query into the search engine. If a CTA is included in the snippet, the probability that the user will click on exactly this result increases.


A CTA is a call to action in order to generate a certain reaction from the users. It is an important marketing measure that, if placed sensibly, ensures more conversion. The design options, areas of application and goals of CTAs are diverse. However, a CTA must clearly convey to the target group without pressure which step is now being taken and what benefits this has for them. Therefore, this should be clearly and briefly formulated in order to motivate the user to take the desired action.

What is a CTA CAll to Action