What Is a Call to Action (CTA)?

A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. The CTA can have a direct link to sales. For example, it can instruct the reader to click the buy button to complete a sale, or it can simply move the audience further toward becoming a consumer of that company's goods or services.

The CTA can suggest that the reader subscribes to a newsletter that contains product updates, for example. To be effective, a CTA should be obvious and should immediately follow the marketing message.

KEY TAKEAWAYS

  • A call to action (CTA) is a marketing term that refers to the next step or the action that the marketer wants the consumer to take
  • .
  • Calls to action can be as direct, such as a button that says "Buy Now," or a softer CTA such as "Read More."        
  • Through practices such as A/B testing, marketers can learn which CTAs are most effective in getting the audience to do a specific action.



Understanding Calls to Action (CTA)

The nature of the CTA varies by the advertising medium. For example, a television ad for a charity organization may end with a CTA that directs people to call a 1-800 number or to visit a webpage, whereas a charity's monthly e-newsletter may just contain a “donate now” button in the body.

In that vein, there are both hard and soft calls to action, depending on where the customer is in the journey to buy a product. For example, a softer call to action as a customer is simply learning about a new product or brand that may invite them to learn more. Other more direct CTAs have language such as "buy now."




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