Call to action marketing

A Call To Action, or CTA, is a term used to describe a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. It is an essential part of inbound marketing as well as permission marketing in that it actively strives to convert a user into a lead and later into a customer. The main goal of a CTA is a click or a scan in the case of a qr code, and its success can be measured via a conversion rate formula that calculates the times the CTA was seen over the amount of clicks. Another way to test the effectiveness of a CTA is using a/b testing where several graphics are presented to a user and the graphic with highest success rate becomes the default.