{"id":80724,"date":"2024-07-09T21:03:43","date_gmt":"2024-07-09T21:03:43","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/call-to-action-cta\/"},"modified":"2026-10-02T13:33:36","modified_gmt":"2026-10-02T13:33:36","slug":"call-to-action-cta","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/call-to-action-cta\/","title":{"rendered":"Call To Action (CTA): What it is, How to create them, and Examples"},"content":{"rendered":"\n

**A CTA (short for call to action<\/em>; \u00abllamada a la acci\u00f3n\u00bb in Spanish) is a button, link or phrase that invites the user to do something specific**, such as buying, subscribing, downloading a resource or requesting information.<\/p>\n\n

You will find it on websites, ads, social media and email marketing<\/a> campaigns. Its goal is for whoever sees it to take the next step and, over time, become a customer.<\/p>\n\n

Normally, the CTA leads to a landing page where a value proposition is presented or content of interest is offered. There the user buys or leaves their contact details to become a customer later on.<\/p>\n\n

The most common request is an email address, so you can then send campaigns and build loyalty.<\/p>\n\n

What does CTA mean in marketing?<\/h2>\n\n

CTA stands for call to action<\/em>. In Spanish it is called llamada a la acci\u00f3n<\/strong>, although in marketing the acronym is used far more often.<\/p>\n\n

In Spanish it is usually used in the masculine, \u00abel CTA\u00bb, and without an -s in the plural: \u00ablos CTA\u00bb. You will also see \u00abla CTA\u00bb, short for \u00abla llamada\u00bb.<\/p>\n\n

When talking about CTAs, three different things are often mixed up:<\/p>\n\n

Term<\/th>What it is<\/th>Example<\/th><\/tr><\/thead>
Call to action<\/td>The message that asks for the action<\/td>\u201cDownload the free template\u201d<\/td><\/tr>
Button or link<\/td>The element that gets clicked<\/td>A blue button with that text<\/td><\/tr>
Landing page<\/td>Where the user ends up after the click<\/td>A landing page<\/a> with a form<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

The importance of CTAs in digital marketing<\/h2>\n\n

CTAs connect the content the user reads with the action we want them to take.<\/p>\n\n

They serve to guide users<\/strong> through their journey as customers, from discovering the brand to buying and buying again.<\/p>\n\n

From a commercial point of view, an effective CTA can turn a casual visitor into a potential customer<\/strong> and, ultimately, a buyer.<\/p>\n\n

It also lets you drive traffic from the website to the pages where the conversion happens, making better use of the sales funnel.<\/p>\n\n

On the other hand, CTAs also serve to measure the effectiveness of a digital marketing campaign<\/strong>.<\/p>\n\n

By analyzing data such as click-through rate (CTR<\/a>) and the conversion rate of different calls to action, you can see what works and adjust your strategy to improve results.<\/p>\n\n

What is a CTA for? Their most common goals<\/h2>\n\n

The goal of a CTA is for the user to do something we are interested in. These are the most common uses:<\/p>\n\n