What a Call to Action is and Examples of CTAs That Convert

“A call to action (CTA) is an element on your website that encourages a specific action from a website visitor. That could be a button prompting users to download an e-book, a form that helps them subscribe to your newsletter, or a popup that asks for their email.

CTAs are subject to design trends just like any other part of web design. Best practices and patterns change with customer demand. What works today won’t necessarily remain evergreen, so keeping an eye on changes is important.

You also want to track the performance of your CTAs to know which pages are performing best and determine if your CTAs convert well. A good conversion rate varies by industry, but an analysis from Wordstream found an average of 2.35%.”