Call to action
Also known as: CTA
A call to action is a prompt that tells the reader exactly what step to take next, such as buy, sign up, or download.
A call to action (CTA) is the instruction that asks the audience to act — a button, link, or line of copy like "Start free" or "Get the guide." It removes ambiguity about what to do next.
Strong CTAs are clear, specific, and singular: one obvious next step rather than several competing ones. They are pivotal to conversion because even interested visitors often need to be told plainly what to do.
Conversion rate
Conversion rate is the proportion of people who take a desired action out of the total who had the opportunity to.
Sales funnel
A sales funnel is the staged journey a prospect moves through from first awareness of a business to becoming a customer.
A/B test
An A/B test compares two versions of something by showing each to a portion of the audience to see which performs better.
Put Call to action to work this week.
Knowing the term is step one. The Apex membership ships the systems, templates, and AI assistants that turn concepts like this into a running operation — done for you.