CTA

A CTA is the specific instruction telling someone what to do next — "Shop Now," "Sign Up," "Get Started" — placed in an ad, email, or landing page.

The best-performing CTA is usually the most specific and lowest-friction one available for the actual funnel step, not the most exciting-sounding one. "Get Your Free Quote" tends to outperform a vague "Learn More" when a quote is genuinely what's on offer, because it sets an accurate expectation for what happens after the click.