A Call to Action (CTA) is an essential element in driving customer engagement with a food and beverage brand, whether through an enticing menu description, an engaging social media post, or a digital interaction such as clicking a button on a restaurant's website. On these webpages, CTAs are crucial to the design of the user interface, often emphasized through appetizingly designed buttons and inviting messages. These features are pivotal in directing customers towards taking specific actions that are advantageous for the business, such as placing an order or booking a table.
The impact of a CTA is critical to the success of a food and beverage landing page. When artfully designed, a call to action grabs the attention of visitors as soon as they arrive, presenting them with a clear choice: to order or not. This decision is key in driving transactions, from increasing online orders to enhancing dining reservations.
In this review, we conduct a data-driven examination of various food and beverage landing pages, assessing their effectiveness based on the creativity and efficiency of their CTA design. Our methodology, rooted in empirical data and scientific methods, incorporates the Act Score—a measure of CTA efficiency. Utilizing predictive eye-tracking technology, we analyze the timing and presentation of CTAs and consider ergonomic design factors to calculate the Act Score. This comprehensive approach enables us to effectively determine how CTAs influence customer decisions and optimize engagement, providing actionable insights for enhancing user interaction on food and beverage platforms.
