CTA (call to action)
The explicit instruction that tells the audience what to do next - buy, sign up, book, learn more - and the element that turns attention into a measurable response. The craft is specificity and low friction: 'Get the free checklist' outworks 'Submit' everywhere it is tried.
Where it's used
Used on ads, emails, landing pages and pack. Good for making the next step obvious, especially on mobile where attention is short.
How to calculate it
Click rate = Clicks ÷ Recipients
Worked example
Illustrative numbersOne email goes to two groups of 5,000 people. The button says "Submit" for one group and gets 100 clicks. It says "Get my free checklist" for the other and gets 160.
"Submit"
100 clicks ÷ 5,000 people = 2%
"Get my free checklist"
160 clicks ÷ 5,000 people = 3.2%
What it tells you
The second label says what you get. Test it with your own audience, because the size of such lifts varies a lot.
