Page components
CTA continuity
Also called call to action, offer continuity.
CTA continuity is the match between the action, price, and urgency the ad promised and what the page's button actually delivers. A surprise at the click or the checkout breaks the trust the ad built.
What breaks CTA continuity?
A different offer than the ad implied, a price that appears late, an account wall before checkout. Each one is a place the click you paid for leaks, even when the rest of the page is strong.
Related terms