A call to action (CTA) is an instruction to the audience that provokes an immediate response. It is a key element in marketing, advertising, and user experience, guiding people toward a desired action such as buying, signing up, or donating.

CTAs can be buttons, links, text, or verbal prompts. Effective CTAs are clear, action-oriented, and visible, using verbs like "Buy now", "Sign up", or "Learn more". They are often paired with a sense of urgency or benefit. Testing different CTAs can significantly improve conversion rates.

Key points

• Instruction to provoke a response
• Can be button, link, or text
• Clear and action-oriented
• Improves conversion when optimised