Call to Action
A Call-to-Action is used by companies to persuade visitors of the site to perform a specific task. Terms like "Buy Now!" or "Sign Up!" are commonly used to attract site visitors to take action. A call-to-action is used to improve on the ad copy's response rate from the target audience. Similarly, the absence of a call-to-action can cause visitors to forget about the advertisement or offer and move on to the competition.