A CTA is a prompt within a piece of content that encourages users to take a specific action. This action could be anything, such as buying a product, subscribing to a newsletter, visiting a web page, etc.
For example, an ad for running shoes might have a button that says “Buy Now!” & when users click on this button, they will be taken to the product page. In this case, the button is a CTA.
CTAs can motivate potential customers to take the required steps to become actual customers. Without a clear CTA, the audience might be confused about the next steps they should take.
CTAs must be eye-catching, interesting & clear. They must not be overly-pushy, or else potential customers could get annoyed.
An effective CTA can have a positive impact on the conversion rate.