Digital MarketingGlossary
Conversion & UX

Secondary CTA

UX element

01 Definition

Secondary CTA meaning: A supporting call to action for users not ready for the main goal.

A secondary CTA offers an alternate path, such as Learn more or Contact sales, for visitors who need more information before the primary action. It is styled to look less prominent so it does not compete with the primary CTA. Used well, it captures interest without distracting from the main goal.

Also called

secondary call to action

Why it matters

How Secondary CTA fits the work

Offering a lighter next step keeps hesitant visitors engaged instead of leaving, while the main action stays clearly dominant.

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In context

Below a bold Buy now button, a plain-text secondary CTA invites users to Compare plans before deciding.

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Practical note

Keep secondary CTAs visually quieter and fewer in number; too many alternatives can trigger choice overload and dilute the primary path.