A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. It is a prompt designed to inspire the target audience of a marketing campaign to take a desired action. A CTA can be a text prompt, button, hyperlink, or plain text with no link. It can be as direct as "Buy Now" or as soft as "Read More". CTAs can be incorporated into sales scripts, advertising messages, or web pages). They are designed to show consumers how to take the next step and create a sense of urgency around the offer). A CTA can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc.. The nature of the CTA varies by the advertising medium. A CTA can be a closing statement in a blog post, a line in an email, or a CTA button on a website. The key to a powerful CTA is to provide consumers with compelling reasons to take action promptly rather than defer purchase decisions). Marketers can learn which CTAs are most effective in getting the audience to take a specific action through practices such as A/B testing. A CTA is important because it acts as a signpost that lets the user know what to do next. Without a clear CTA, the user may not know the next steps to take to purchase a product or sign up for a newsletter and is likely to leave the site without accomplishing their task. A CTA makes it clear to potential customers which action to take next and helps remove friction in moving the user down the sales funnel.