A call to action prompts visitors to take a specific step on a website or in an ad—for example, “Buy now”, “Learn more” or “Subscribe to the newsletter”.
CTAs are designed to guide users towards a Conversion and are a key part of the user journey. They appear in buttons, links and banners and play an important role in improving the Conversion rate.
A well-placed CTA—tailored to its audience and the page content—increases engagement and can turn a visit into an action.
Related terms: landing page, Session
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