CTA (Call to Action)

CTA (Call to Action) refers to a prompt, mostly a button, that aims to encourage a website visitor to take the desired action. The said action can be making a purchase, viewing a campaign, engaging with a content, signing up for a newsletter, downloading a document, etc. A CTA should be strategically placed on an eCommerce website page to guide a customer towards taking a specific action which would eventually optimise the website’s overall performance and lead to an increase in conversion and revenue. An effective CTA is visually appealing, concise in its messaging, and placed in prominent locations on the website. When you see an “Add to Cart” or “Download” button, know that it is a CTA.