A visually prominent element — typically a button or link — that directs users toward a specific desired action, such as signing up, purchasing, or learning more. Effective CTAs use clear, action-oriented language, are positioned where user intent is already high, and are visually distinct from surrounding elements.
Common contexts
- Rewriting a 'Submit' button as 'Start Free Trial' to reduce anxiety before a sign-up form
- Repositioning a CTA below a pricing comparison table where user intent peaks
- Testing whether a ghost button versus a filled button on a secondary action affects primary CTA clicks
Use when
Place a CTA where the user has just consumed enough information to feel confident taking the next step — not where it is most visible on the page. A CTA shown before the user has the context to act on it generates anxiety, not clicks.
Avoid when
Avoid stacking multiple competing CTAs on the same screen — every additional option you present reduces the likelihood the user takes any of them. If you find yourself adding 'or you could also...' language around a CTA, that's a signal you need to decide on a primary action, not add another button.
The label on a CTA should complete the sentence 'I want to...' from the user's perspective — not from the business's perspective. 'Get Started' is what the company wants; 'Build My First Report' is what the user wants.
Real-world examples
- Spotify's homepage uses a high-contrast green 'Get Spotify Free' button as its primary CTA, with a lower-emphasis secondary link for premium, directing most users to the free funnel.
- Airbnb's hero section features a single search CTA—'Start your search'—keeping the entry point focused and reducing decision paralysis.
- Dropbox historically used 'Try Dropbox for free' as its primary CTA rather than 'Sign up', framing the action as low-risk and value-oriented.