Effective calls-to-action are the drivers of a digital marketing campaign.
When calls-to-action are working, the result is qualified leads for your business.
As we head into the latter part of 2017, consider giving your CTA’s a robust evaluation. With website analytics and a few test runs, you can discern not only what’s working, but why it is working.
These three guidelines will help you optimize your calls-to-action and keep you on track to hit your business goals for the remainder of the year.
1. Know what to analyze
The goal of a CTA is to help convert website visitors into qualified leads by guiding them to fill out a form on your website. But there are several steps a site visitor takes before offering their contact information on your forms. Each step is measurable, and the data associated with each will help you determine if your CTA is working, and if it’s not, what part of the lead attraction process is breaking down.
CTA’s are measured in views, clicks, and lead conversions. But the most telling data points are the percentage numbers that pinpoint the rate at which people who view a CTA actually click on it as well as the rate at which people who click through ultimately convert using a website form.
Look at these percentages. Are they healthy? Do they meet your goals?
Dig deeper with a look at view, click, and submission numbers over a period of time. Look back at the whole year to spot weekly and monthly trend lines.
Also investigate the web pages where you have placed similar or identical CTAs. Do you have sibling CTAs sprinkled throughout your blogs and web pages linked to the same landing page? If so, learn which pages are producing the most click-throughs.
Knowing the types of pages where the CTA is resonating will inform future placement of CTAs on your website and blog posts.
2. Use A/B testing
Changing variables in a CTA and monitoring the response is a scientific method of improving your conversion rates. Making a singular change per test will ensure you come away knowing the exact variable that made a difference. The following are the variables to play with.
- Placement: Is the CTA at the top, side, middle, or bottom of the page? Try a test run with a different placement to see if that changes the click-through rate.
- Wording: If your CTA is not meeting its conversion goals, it’s very possible that a poorly chosen or just plain weak word is stunting its success. Try a new phrase or word. Use humor if possible, but always be direct, concise, and action-oriented.
- Design: Is the color of the CTA button hindering or helping conversions? Does the color complement the rest of the site’s color scheme? What shape is the button? A refreshed look can make a difference in attracting visitor attention.
3. Are you aligned?
Periodic checks of the links that lead from your CTAs to your landing pages are important. These proactive checks will eliminate the possibility of sending a visitor who is enticed to click on your CTA to an out-dated - or worse, non-existent - landing page.
Take a close look at the way your CTA and landing page complement each other. Strong interplay between the two tells your potential lead a cohesive story over two distinct web pages and reassures them that they’ve landed in the right place. Consider ways to strengthen that interplay through improved wording, similar design elements, or new nuggets of valuable information related to the CTA.
Strengthening CTAs across your web pages now will keep you on track for a strong finish to 2017 with inbound marketing success!
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company based in Richmond, VT. We use our expertise in inbound marketing to help clients create effective marketing strategies. Social media marketing, digital advertising, and web design are also some of our specialties.