What is a Call to Action (CTA)?

What you want your target audience to do after receiving your marketing message. The call to action (CTA) clearly articulates the next step: learn more, contact us, shop now, follow us, and sign up. A/B testing offers a great opportunity to experiment with different calls to action and optimize your messages with the CTAs that get the best audience response.


For example, on a website promoting a new product, a CTA might say “Shop Now” or “Buy Now” to encourage visitors to make a purchase. In an email newsletter, a CTA could be “Subscribe Now” to prompt readers to sign up for future updates. The effectiveness of a CTA often depends on its clarity, relevance, and placement within the content.

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