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What is a CTA?

A Call-to-Action (CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is vital to the philosophy of inbound marketing on a website.

It’s the final step for a website visitor to make the conversion you want them to make, whether that’s contacting you, inputting their email, or buying a product. The CTA is the final push to convince them to make that last step.

CTA's help increase your click-through rate (CTR) which is the number of pages an average visitor views when they visit your site. Website visitors should be exploring your site, clicking around and viewing many pages, not just visiting a home page or contact page and then leaving. This is important to your SEO because a high click through rate makes your site look reputable to search engines.

On websites, a CTA can simply be a button, banner, or a type of graphic or text that is meant to lead the visitor down a conversion funnel. The primary goal of CTA's is to get customers to click and continue down that funnel until your desired action is carried out - which in most cases is a purchase of your product or service.

An effective way to measure CTA's is to utilise A/B testing, where several graphics or texts are presented to users to see which one gets more clicks, and whichever one has the higher success rate becomes the default.

What is CRO?