You might ask what a Calls-to-Action or CTA is?  A CTA is a button that promotes an offer and links to a landing page. CTA’s can be placed on your website pages, your blog and in your emails. Since they start the conversion process, they’re a critical first step. When a visitor clicks on a CTA, they are taken to a landing page where they fill out a form with their contact information – turning them into a lead. After that, the lead is taken to a “Thank You Page” where they receive the offered content. How do you use Calls-to-Action or CTAs, in the conversion process in the Inbound Methodology? What is an effective CTA and how do you apply “best practices” to your CTAs?

CTAs are important business assets, so it’s imperative to follow best practices when creating them. CTA’s should be action-oriented; it calls the visitor to perform a specific next action, whether to download an ebook, watch a video or request a free trial. Clear, direct action verbs make for a great call-to-action. CTA messages should be concise and should not take up too much room on your page or email. When choosing action-oriented words, consider the offer and your buyer persona. Use different action verbs that is clear and specific. Also, use keywords that are consistent with your offer and landing page. Use the same keywords and phrases during the entire conversion process, as it will help your visitors understand what they are going to get as they navigate from the CTA to the Landing Page and finally to the Thank You page. When you design your CTA, it must be done with the purpose of grabbing the visitor’s attention. It needs to stand out so that visitors will know to click on it.

Visitors recognize clickable elements like buttons and links, so use highly-contrasting colors or an accent color that aligns with your company’s branding. This will help your CTAs to visually stand out.  You’ll also want to use strong and appropriate on-page placement for your CTAs. On some pages, your CTA may feature above the fold i.e, before a visitor has to scroll. This way, your CTA will be one of the first things they see when they land on a page. When it comes to your blog, it’s logical to place a call-to-action at the end of a blog post. You could also place a CTA in the sidebar of your blog to promote your latest offers or an upcoming event. CTAs in an email can be placed at the end of the email, paragraph, sentence, or anywhere that grabs attention without being distracting.

Finally, you must test changes to your CTAs and analyze their results. When analyzing the effectiveness of a CTA, a good goal to strive for is a 1-to-2 percent click-through rate. This means that out of all who viewed the CTA, 1 to 2 percent clicked on the button. So a successful CTA would result in 1 or 2 visitors clicking on the CTA out of 100 people. When comparing clicks to submissions, ten percent is a great goal. Whenever you experiment with your CTA designs, make one small change and see how it performs.

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