Sales Copy Effective Calls to Action 5 — Questions and Answers
Question 1: Which CTA phrasing leverages the 'endowment effect' most effectively?
- Buy Now
- Claim Your Free Report (Correct answer)
- Sign Up Today
- Learn More
Correct 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.
Question 2: 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?
- 24×24 px
- 44×44 px (Correct answer)
- 60×60 px
- 32×32 px
Correct 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.
Question 3: What is the primary purpose of a 'sticky' CTA bar on a long webpage?
- To display the site's navigation menu
- To keep the CTA accessible as the visitor scrolls without needing to scroll back (Correct answer)
- To show social share buttons
- To display the page's word count
Correct 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.
Question 4: In which scenario is a multi-step CTA form preferable to a single long form?
- When collecting fewer than three fields
- When the form requires many fields and progressive commitment reduces abandonment (Correct answer)
- When page load speed is the top priority
- When the product has a very low price point
Correct 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.
Question 5: Which metric best measures the effectiveness of a CTA button specifically (not the whole page)?
- Bounce rate
- Click-through rate (CTR) on the button (Correct answer)
- Average session duration
- Pages per session
Correct answer: Click-through rate (CTR) on the button
Button CTR directly measures what percentage of page visitors clicked the specific CTA, isolating its performance.
Question 6: A copywriter adds the phrase 'Join 50,000 happy customers' directly above the CTA. What persuasion principle is this?
- Scarcity
- Authority
- Social proof (Correct answer)
- Reciprocity
Correct answer: Social proof
Citing a large customer count just before the CTA leverages social proof, signaling that many others have already trusted the offer.
Question 7: What is 'action paralysis' in the context of CTAs and how is it prevented?
- When CTAs load slowly due to JavaScript; prevented by lazy loading
- When offering too many options freezes decision-making; prevented by limiting to one primary CTA per view (Correct answer)
- When the CTA color is too subtle; prevented by using red buttons
- When users can't find the CTA; prevented by using larger fonts
Correct 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.
Sales Copy Effective Calls to Action 5
Which CTA phrasing leverages the 'endowment effect' most effectively?