What is Call to Action (CTA)?
A prompt that tells the viewer what action to take next.
Definition
A call to action (CTA) is the instruction that drives the viewer to take a specific step — "Shop Now," "Learn More," "Get Started," "Claim Your Offer." Effective CTAs are action-oriented, create urgency, and match the funnel stage. Top-of-funnel ads use softer CTAs like "Learn More," while bottom-funnel retargeting uses direct CTAs like "Buy Now" or "Complete Your Order." Button color, size, and placement also significantly impact click-through rates.
Example
A brand tests "Shop Now" vs. "Get 25% Off Today" as their CTA. The specific, benefit-driven CTA increases CTR by 34% because it communicates both the action and the incentive.
Related Terms
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