Action Call (Call to Action, CTA) is a button or link that guides users to complete a target operation. Designing an effective CTA is the key to improving conversion rates.
Principle of CTA design
Clear:Clear text expressing the desired action of the user. Avoid vague "submit", use "Get Free Quote".
Obvious:Color contrasts with the page and is prominent. Place it in the position where the user's natural line of sight rests.
Value-oriented:Emphasize the benefits the user receives rather than what you want the user to do.
Appropriate quantity:One main CTA per screen, avoid difficult choices.
CTA copywriting skills
Use verbs:"Immediate consultation", "Free trial", "Immediate download".
Add urgency:"Limited-time offer," "Only 3 spots left".
Lower the threshold:"Free," "No credit card required," "30 seconds to complete".
First person:"Start my journey" is more effective than "Start journey".
CTA placement strategy
| Page location | Recommendation frequency | Type |
|---|---|---|
| Above the fold on the first screen | 1 item | Primary CTA (Consult/Buy) |
| Below the fold | 1 item | Secondary CTA (Learn more) |
| End of content | Each article | Associated CTA (Contact/Subscribe) |
| Sidebar | 1 item | Floating CTA (Always Visible) |
| Footer | 1 item | Universal CTA (Phone/WeChat) |
A/B testing
Found CTA solutions through A/B testing: - Test different colors - Test different copywriting - Test different sizes and positions - Test single vs multiple CTAs
Support for CTA of AnQi CMS
AnQi CMS provides: - Custom CTA button module - Multiple preset styles - Supports form direct embedding - Mobile adaptive - A/B test plugin support
Summary
A valid CTA design requires clear copy, prominent visuals, and reasonable layout. Continuously optimize through A/B testing and continuously improve conversion rates.