Browse Definitions:
Definition

call to action

Contributor(s): Corinne Bernstein

A call to action, in marketing, is an image, a line of text or a combination of the two that is aimed at encouraging readers, listeners or viewers to take the next step.

An effective call to action comes after the marketing message and makes it clear what the marketer wants the audience to do (such as “liking” something or making a purchase) and can be included anywhere in a marketing message in a print communication, on a website, in an e-book, in an email, at the end of a blog post or on social media. A marketing message may have more than one call to action.

Calls to action use action verbs in the imperative form -- such as "click here," "sign up," "call now," "subscribe" or "download" -- and typically use words to encourage the audience to act quickly such as "limited time offer" or "act now." Effective calls to action should have compelling copy and eye-catching design and be relatively simple. Writers of calls to action should avoid multisyllabic, complicated words or terms that point to complex processes.

In calls to action, the audience should know what they are getting for their efforts, for example, an e-book. Calls to action should make it clear if the audience has to pay for something or provide personal information. Marketers should also make sure to deliver on anything they promise.

A link might be included if the goal is to send someone to a website. In online marketing, it is recommended that readers be taken to a dedicated landing page after clicking on the call to action.

Analytics can be applied to measure the performance of online calls to action. These tools can gauge the click rate in an email, on a blog or in social media. Marketing analysts might also look at the rate of clicks to submission, or how many of those who click on the call to action to reach a landing page submit the landing page form. Analytics can be also used to examine the percentage of those who view a call to action and become leads.

This was last updated in April 2017

Continue Reading About call to action

Join the conversation

1 comment

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

What call to action techniques have you used to encourage more customers to engage with your business?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

  • audit program (audit plan)

    An audit program, also called an audit plan, is an action plan that documents what procedures an auditor will follow to validate ...

SearchSecurity

  • computer worm

    A computer worm is a type of malicious software program whose primary function is to infect other computers while remaining ...

  • black hat

    Black hat refers to a hacker who breaks into a computer system or network with malicious intent.

  • copyright

    Copyright is a legal term describing ownership of control of the rights to the use and distribution of certain works of creative ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

  • mass notification system (MNS)

    A mass notification system is a platform that sends one-way messages to inform employees and the public of an emergency.

SearchStorage

  • hybrid hard drive (HHD)

    A hybrid hard drive (HHD), sometimes known as a solid-state hybrid drive (SSHD), is a mass storage device that combines a ...

  • USB flash drive

    A USB flash drive -- also known as a stick, thumb or pen drive -- is a plug-and-play portable storage device that uses flash ...

  • open source storage

    Open source storage is data storage software developed in a public, collaborative manner that permits the free use, distribution ...

SearchSolidStateStorage

  • RRAM or ReRAM (resistive RAM)

    RRAM or ReRAM (resistive random access memory) is a form of nonvolatile storage that operates by changing the resistance of a ...

  • JEDEC

    JEDEC is a global industry group that develops open standards for microelectronics.

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

SearchCloudStorage

  • Google Cloud Storage

    Google Cloud Storage is an enterprise public cloud storage platform that can house large unstructured data sets.

  • RESTful API

    A RESTful application program interface breaks down a transaction to create a series of small modules, each of which addresses an...

  • cloud storage infrastructure

    Cloud storage infrastructure is the hardware and software framework that supports the computing requirements of a private or ...

Close