What is meant by a call to action (CTA)?

A call to action (CTA) is fundamentally a prompt designed to encourage users to engage in a specific action that benefits their interaction with a product, service, or content. This may involve clicking on a button, signing up for a newsletter, making a purchase, or downloading an app. Effective CTAs are clearly defined and visually distinct, making them easy for users to notice and understand.

The purpose of a CTA is to guide user behavior in a way that aligns with the goals of the organization or web page. For instance, phrases like “Sign Up Now” or “Get Started” are common examples of CTAs that prompt immediate action. By strategically placing CTAs within a user interface, designers can significantly influence user engagement and conversion rates, making it a critical component of user experience design.