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Call to action (CTA) | Definition

Related terms

What is a call to action (CTA)?

CTA Meaning: The term CTA stands for "call to action" and is often used in UX and marketing.

A CTA should stimulate the user to perform a desired action.

In a mobile app, you can find CTAs e.g., in mobile ads, in e-commerce apps, on login screens.

CTAs often have a design that stands out (e.g., contrasting colors and bold letters.) A good CTA should never go unnoticed and should be clearly recognizable for the user. Besides the design, it should be clear and easy to understand.

Why is a call to action (CTA) important?

CTAs are used to address users directly and give them the decisive impulse to buy a product, sign in or take another intended action.

They help you to move users down the conversion funnel. Without a CTA, users might not know which step to take next or where to finish a task.

Typical CTA examples

  • Sign up

  • Register

  • Buy

  • Order

  • Share

  • Follow

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