Call to Action (CTA)
A prompt, usually a button, link or line of copy, that tells users the specific next step to take, such as booking a demo or buying.
The CTA is the point where interest becomes a measurable action, so its wording, placement and visibility affect click-through and conversion rates across landing pages, emails and ads.
A B2B analytics vendor replaces a homepage button labeled 'Get started' with 'See a 15-minute product demo', places it above the fold and repeats it after the pricing section, then compares demo requests over four weeks.
A strong CTA cannot compensate for an unclear offer, and many competing CTAs on one page split attention. Labels that overpromise or hide what happens next may raise clicks but lower completion and trust.
A CTA combines an action verb with the object or outcome, sometimes with a qualifier on time or cost, and is presented as a visually distinct element. Nielsen Norman Group advises labels that state exactly what users will get, because generic phrases such as 'Get started' do not signal the next step. Placement follows the decision path on a Landing Page, and performance is tracked with Click-Through Rate (CTR) and downstream conversions.
Performance Advertising
Nielsen Norman Group — "Get Started" Stops Users — https://www.nngroup.com/articles/get-started/; HubSpot — 49 Call-to-Action Examples You Can't Help But Click — https://blog.hubspot.com/marketing/call-to-action-examples