What it is: the way you get your customers to take the action you want on your page. It's usually a button with text on it, like, "Click Here!" or "Sign Up Now!"

What it's not: a complex set of instructions. You want one really good, really clear, really actionable Call To Action.

Why we care: The Call To Action might be the most important part of your page! It's where you entice your customer to make the conversion to your goal. This is an element that should be tested regularly with new copy, new colors, and anything else you can think of to make sure that you're getting the maximum conversions possibly.

This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.