CIW Internet Business Associate Certification Practice Exam 2025 - Free Practice Questions and Study Guide

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What is the function of a call to action (CTA) in online marketing?

To discourage users from taking action

To prompt users to perform a specific action

In online marketing, the primary function of a call to action (CTA) is to prompt users to perform a specific action. A well-crafted CTA encourages potential customers to engage further with the marketing material, whether that involves making a purchase, signing up for a newsletter, downloading a resource, or following a social media account.

CTAs are strategically placed within content to create a sense of urgency or need for the user to take that step, making them a critical component in guiding user behavior and driving conversions. Effective CTAs can significantly enhance the effectiveness of online campaigns by ensuring that users know what their next steps should be and motivating them to take those steps.

In contrast, discouraging action, providing product features without any directive, or increasing page loading time are contrary to the intent behind a CTA, which is to engage users and facilitate interaction with the brand or service.

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To provide information about product features

To increase page loading time

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