# Call to action: what it is and how it works · Zorraquino
> A call to action, or CTA, indicates the next step a person can take in a message or interface. It may appear as a link, button or written instruction.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/cta.html

# Call to action

A call to action, or CTA, indicates the next step a person can take in a message or interface. It may appear as a link, button or written instruction

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The label should explain the action and match what happens next. “Request a quote” and “Buy” involve different commitments. An effective CTA reduces uncertainty without hiding costs or consequences. Its evaluation should consider understanding and the quality of the completed action, as well as the number of clicks.

Also known as

CTA

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **CTA.** CTA is the usual abbreviation of call to action. Both refer to the same concept and are brought together in a single entry.

## Related concepts

- [Conversion funnel](https://www.zorraquino.com/en/dictionary/digital-marketing/conversion-funnel.html)
- [Landing page](https://www.zorraquino.com/en/dictionary/advertising/landing-page.html)
- [Churn](https://www.zorraquino.com/en/dictionary/churn)