What is a call to action (CTA)?

A call to action (CTA) is a prompt designed to encourage user engagement by directing the audience on what action to take next. It is commonly used in marketing materials, social media posts, websites, and advertisements to lead potential customers towards completing a specific action, such as signing up for a newsletter, making a purchase, or downloading a resource. An effective CTA can significantly increase conversion rates by clearly communicating the desired action, making it easy for users to understand what steps they should take.

In contrast, the other options do not accurately represent what a CTA is. A type of marketing email refers to specific formats used for outreach and communication but does not serve the function of prompting immediate action in the same way a CTA does. A method to analyze customer behavior involves gathering insights and data about how customers interact with products or services, which is more analytic in nature; it is not a direct prompt for engagement. Lastly, a tool used for web design pertains to software or resources needed to create and manage websites, rather than instructing users on what to do next. Thus, focusing on user engagement through prompts is the essential defining feature of a call to action.