A call to action (CTA) is a type of content that is designed to inspire a viewer to act or to learn further about a product or service.
A CTA is a marketing approach that seeks to prompt users to take certain actions as part of the buying journey. It can involve presenting information, such as requesting users to watch a video or directing them to sign up for a newsletter — or more direct calls to action that present an offer to purchase a particular product within a set time period.
A CTA can be written as part of email marketing campaigns, advertising messages, newsletters, catalogs, or an element of a website, which serves to provide instructions to users on steps to take to complete their purchase. The success of CTAs can be measured with A/B testing and analyzing click-through rates (CTRs).
A CTA is equally compelling to brands in the overarching aim of engagement with users and creating positive connections to the brand.