CTA (Call to Action)

CTA (stands for: Call to Action) – a phrase that urges the recipient to perform a specific action, such as clicking a link that redirects to another page, a banner ad, entering a website. A CTA can also be used to encourage subscribing to a newsletter or downloading a file. Examples of CTAs include “buy now,” “check out details,” “read more.” The purpose of CTA is to get the user to react in a certain way. Most often, CTA is used in online advertisements in the form of graphics, text, audio or video, on websites in the form of headers, buttons, links, infographics and pop-ups, in mailing in the form of an image, text, link, button or benefit (e.g. a discount), in content marketing as an incentive to meet a specific goal, in meta description (a short description of a website displayed in Google search results – the CTA then improves the click-through rate and encourages you to enter the website, read the offer, make an online purchase or read with the article, etc.).