# Call to action

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: CTA, CTAs, call-to-action button

The one next step a page, email or ad asks the reader to take, such as 'Book a [demo](https://ecosystem.samcarlton.com/prototype)' or 'Start [free trial](https://ecosystem.samcarlton.com/free-tier)'.

**For example:** A [landing page](https://ecosystem.samcarlton.com/static-site) tests 'Get started' against 'See pricing' as its call to action.

## Connects to (6)

- [Conversion rate optimization](https://ecosystem.samcarlton.com/conversion-rate-optimization): Improving a website or app so a larger share of visitors take the action you want, such as signing up or buying, often by testing changes…
- [Sales funnel](https://ecosystem.samcarlton.com/sales-funnel): The stages people move through from first hearing about a product to buying it.
- [UX / UI](https://ecosystem.samcarlton.com/ux-ui): UI, the user interface, is what people see and tap on the screen.
- [Price anchoring](https://ecosystem.samcarlton.com/price-anchoring): Showing a reference number first so that the real price is judged against it.
- [Lead magnet](https://ecosystem.samcarlton.com/lead-magnet): Something useful given away free, such as a guide or template, in exchange for a person's contact details.
- [Microsite](https://ecosystem.samcarlton.com/microsite): A small website, separate from an organization's main site, built for one event, campaign or product.

Map view: https://ecosystem.samcarlton.com/call-to-action