Call to action
What is a CTA (call to action)?
A CTA (call to action) is the button or line that tells a visitor the next step to take, such as "Shop now" or "Build your pillow".
A real store example
Pluto Pillow homepage: over 500 Meta ads linked here.
Pluto's main ask is to build your pillow, backed by a 100-night trial and free shipping and returns. A CTA that names the action and lowers the risk at the same moment makes the next click easier.
Put CTA to work
Replo Experiments A/B tests the pages you publish with Replo. Theme Builder tests pages in your Shopify theme.
Go deeper
What is a call to action?CTA questions
- What makes a good CTA?
- A verb, a clear outcome and few words: "Build your pillow" beats "Submit". Put one primary CTA on each screen, and test the wording, because small changes can shift clicks.
- How many CTAs should a page have?
- One main action, repeated where it's needed: after the hero, after the proof and at the end. A second, quieter option is fine, but competing buttons split attention.
Related terms
Browse the glossaryHero section
The hero section is the first full-width block a visitor sees on a page, usually a headline, an image and the main call to action.
A/B testing
A/B testing is showing two versions of a page or element to split traffic and measuring which one converts better.
Landing page
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.
Value proposition
A value proposition is the one clear reason a customer should buy from you: what you offer, who it's for and why it beats the alternatives.