A marketing term designed to prompt an immediate response (e.g. sale, filling a form) from the person stumbling upon it. In e-commerce, it usually refers to the use of words or phrases that can be incorporated in the product’s page. This can be as simple as two words (“Buy Now”) or a sentence or two (“Want to stay up to date with what we do? Subscribe now so you never miss a post!”), and it can be simple text with a hyperlink or a clickable button.