Glossary
Call to action
The button or line that tells the visitor what to do next: Order now, Get the bonus, Install. The CTA is where the ad or the page converts, and its wording, colour and position are worth testing on their own.
Also called: CTA, CTA button.
A CTA names the action and the benefit and removes hesitation: "Check availability" beats "Submit". On a lander there should be one primary CTA repeated as the page scrolls; on a creative the CTA sets the expectation the lander must meet.
Test CTAs the way you test headlines: one change at a time, enough clicks to see a difference.
Related terms: Creative, Landing page, Split test.