Effective Calls to Action Flashcards

Which CTA phrasing leverages the 'endowment effect' most effectively?

Answer: Claim Your Free Report

'Claim Your Free Report' implies the item already belongs to the reader, activating the endowment effect's sense of ownership.

A mobile landing page CTA button is too small to tap comfortably. What is the minimum recommended tap target size per Apple and Google guidelines?

Answer: 44×44 px

Both Apple's HIG and Google's Material Design recommend a minimum 44×44 px tap target to prevent missed taps on mobile.

What is the primary purpose of a 'sticky' CTA bar on a long webpage?

Answer: To keep the CTA accessible as the visitor scrolls without needing to scroll back

A sticky CTA ensures the conversion action is always one click away regardless of how far down the page a visitor has scrolled.

In which scenario is a multi-step CTA form preferable to a single long form?

Answer: When the form requires many fields and progressive commitment reduces abandonment

Breaking a long form into steps reduces perceived effort and leverages foot-in-the-door psychology to improve completion rates.

Which metric best measures the effectiveness of a CTA button specifically (not the whole page)?

Answer: Click-through rate (CTR) on the button

Button CTR directly measures what percentage of page visitors clicked the specific CTA, isolating its performance.

A copywriter adds the phrase 'Join 50,000 happy customers' directly above the CTA. What persuasion principle is this?

Answer: Social proof

Citing a large customer count just before the CTA leverages social proof, signaling that many others have already trusted the offer.

What is 'action paralysis' in the context of CTAs and how is it prevented?

Answer: When offering too many options freezes decision-making; prevented by limiting to one primary CTA per view

Too many choices overwhelm visitors; Hick's Law shows that limiting options to one clear CTA per screen maximizes action.