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What are the best practices for call to actions?

  1. Strong CTAs guide visitors toward meaningful interaction
  2. CTAs should feel intuitive, concise, and visually integrated into the content
  3. Best practices include:
    1. Be directive and action-oriented: use clear verbs that tell the viewer exactly what will happen when they engage
    2. Examples: Explore, Watch, Discover, View, Book
  4. Keep within character limits
    1. Vertical Moments: Max 20 characters for each CTA
    2. Horizontal Moments: Max 36 characters total for both CTAs
  5. Match intent to the moment
    1. Align the CTA with the content being revealed:
      1. Informational Moment → Learn More, See Details
      2. Experiential Moment → Watch the Experience, Take a Tour
      3. Conversion-focused Moment → Check Availability, Book Your Stay
  6. CTAs should feel like a natural next step in the story
  7. Stay consistent across moments: using similar CTA language across your site builds familiarity and reduces friction, making it easier for guests to engage repeatedly
  8. Test and refine: utilize Moment analytics to continuously optimize CTA performance