What is it?

A Call to Action (CTA) is a prompt that directs users toward a specific next step within a digital experience. CTAs are typically presented as buttons or links and are designed to guide progression through a journey.

Effective CTAs clearly communicate what will happen next and what value the user can expect.

Examples in Action

• “Add to cart” buttons on product pages
  
• “Request a demo” prompts on B2B sites
  
• Inline CTAs encouraging content engagement
  
• Secondary CTAs supporting exploratory actions
  

Typical Outcomes / Results

• Clearer user guidance and reduced uncertainty
  
• Improved flow through funnels
  
• Higher interaction rates with key actions
  
• Better alignment between intent and next steps
  

This glossary entry reflects widely accepted CTA usage in digital design and optimisation.