What does Call to action mean in marketing terminology?

Call to action

A call to action (CTA) is an instruction given to a user, customer, or audience with the intention of prompting them to take a desired course of action. It is often given as part of a marketing campaign and is used to encourage a user to take a specific action, such as signing up for a newsletter, downloading an e-book, or making a purchase.

A call to action is typically designed to be concise, direct, and action-oriented, with a clear outcome in mind. It can take various forms, including statements, prompts, phrases, and images, but the aim remains the same - to get the user to take the desired action.

An effective CTA should be well-crafted, creative, and attention-grabbing. It should also be tailored to the target audience, as different users and customer segments may respond differently to different prompts.

Overview of Call to Action

A call to action is a statement or set of instructions that appears at the end of a piece of content. Its purpose is to encourage or urge a user or customer to take an immediate action. This can be anything from signing up for a newsletter to making a purchase, and forms an essential part of any successful marketing campaign.

The ultimate goal of a CTA is to lead a user or customer down a path that eventually results in a purchase or other desirable outcome. To be effective, it should be clearly visible and straightforward, include a compelling message, and provide an easy way for users to take the desired action.


1. Identify Your Goal

The first step in crafting a successful CTA is to determine your goal. What action do you want users to take? Should they sign up for a newsletter, download an e-book, or make a purchase? Your CTA should be tailored to your overall goal and should set a realistic expectation for the user.

2. Craft an Irresistible Offer

Your CTA should make a strong offer that your target users can’t refuse. This could be anything from a discount to an exclusive offer, or even a free gift in exchange for taking the desired action. The offer should be clear, unambiguous, and persuasive, and should also fit in with your overall branding and marketing message.

3. Keep It Short & Sweet

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Your CTA should include a call to action that is both clear and concise. It should be easy to understand and shouldn’t contain any extra words or jargon. Your CTA should be able to stand alone without need for explanation or clarification.

4. Don’t Forget Visuals

Your CTA should be visually appealing and attention-grabbing. Use images and graphics that are relevant to the intended action and that also match the tone and style of your overall branding and design. Also consider using text formatting, such as bold or italics, to draw attention to the CTA.

5. Make it Easy to Take the Action

Your CTA should include an easy way for users to take the desired action. Include a direct link to wherever users need to go to fulfill the CTA, such as embedded in an image or text, and make sure that link works correctly.

General Guidelines & Best Practices

• Keep your CTA succinct and action-oriented.

• Make sure that your CTA is visible and clear.

• Make sure the action you’re asking for is achievable.

• Craft an irresistible offer that your users can’t refuse.

• Make sure the offer fits with your overall brand and message.

• Leverage visuals to draw attention to the CTA.

• Include a direct link to make it easy for users to take the desired action.

• Tailor the CTA to different user and customer segments.

• Test and measure the effectiveness of your CTA.

• Consider A/B testing to optimize your CTA.