CTA: What Is It and Why Can a Single Sentence Increase Conversion Rates?

A CTA (Call to Action) is a short message that clearly tells users what to do next. For example: “Claim Your Discount,” “Sign Up,” “View Offer,” or “Download Code.”

A CTA acts as a signpost in the user journey. It removes uncertainty, streamlines the path forward, and clearly indicates the next step. As a result, users do not have to guess what to do next, which increases the likelihood they will follow your intended path.

An effective CTA should be:

• Clear (specifies exactly what happens when clicked),
• Specific (focuses on an outcome, e.g., “Get the Code”),
• Short (usually 1–5 words)

Why does a CTA impact conversion? Because it is often the last touchpoint before a decision. The CTA can determine whether a user clicks, signs up, downloads an offer, or completes a transaction.

A typical CTA at 2WAY would be either to scan the QR code, scan your phone via an NFC sticker, or leave your phone number via a popup or landing page. The value provided in exchange is typically a discount coupon or access to otherwise gated content. 

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