What is a call to action (CTA)?

A call to action (CTA) is specifically designed as a prompt that encourages users to take a specific action. This action could range from clicking a button to sign up for a newsletter, making a purchase, or downloading a resource. CTAs are essential in digital marketing as they guide potential customers towards the next step in the conversion process. By effectively using CTAs, businesses can influence user behavior and increase the likelihood of achieving desired outcomes such as leads or sales.

In the context of digital marketing strategies, CTAs are integral components but do not represent an entire strategy on their own, which distinguishes them from what might otherwise be considered a broader marketing strategy. While user engagement can be measured in many ways, a CTA itself is not a metric but rather a tool to drive engagement. Surveys to gather user feedback are a separate activity focused on collecting information rather than prompting immediate user actions. Therefore, the first choice correctly identifies the fundamental purpose of a CTA.