Call to action (marketing)

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A call to action, or CTA, is a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel.[1] It is an essential part of inbound marketing as well as permission marketing in that it actively strives to convert a user into a lead[2] and later into a customer. The main goal of a CTA is a click, or a scan in the case of a qr code, and its success can be measured via a conversion rate formula that calculates the number of clicks over the times the CTA was seen. Another way to test the effectiveness of a CTA is using A/B testing where several graphics are presented to a user and the graphic with highest success rate becomes the default.

Example of a Call To Action

See also[edit]


  1. ^ Yerian, Nathan. "Give Your Sales Team the Gift That Keeps On Giving". Adhere Creative. Retrieved 26 January 2012. 
  2. ^ "Strong Call to Action - Convert Website Visitors into Leads". Hubspot.