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Posts Tagged ‘call-to-action optimization’

CRO for CTAs: There is no perfect call-to-action, but these 6 checklists will help get your CTA pretty close

March 5th, 2020
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Isaac Newton’s first law of motion states that an object at rest remains at rest unless acted on by a net external force.

It’s a good reminder when we discuss the call-to-action. The customer’s natural state is inertia. They don’t care about our products or services without a clear, compelling reason.

The only reason they move is because the perceived value of the product (shaped by previous experiences, word of mouth, press mentions and especially your marketing) begins to pull them into motion. And usually the final piece that tips them from being at rest to in action is the aptly named call-to-action.

Which is why it’s surprising that so many calls-to-action don’t really live up to the name. CTAs like “submit” and “request a quote” give your customers very little reason to act.

Oh, let’s take a quick break for our own mid-blog post CTA:

This blog post was originally published in the MarketingSherpa email newsletter.

OK, we’re back. While the above call-to-action is not value-laced per se, our hope is that it’s surrounded by value. If you find this blog post helpful, and you would like to receive more helpful content like it in your email inbox, then making you aware of the email newsletter’s existence will encourage you to overcome inertia and act.

 

The quest for the perfect CTA

Now that we’ve talked about the bad, let’s talk about the good. We’ve been asked about the perfect CTA. What should the words say? What color should the button be? Friends, we can’t help you find the perfect call-to-action. It doesn’t exist.

Because CTAs are very context-dependent. The best thing you can do to improve your CTA is to understand your unique customers’ psychology as well as your own.

To help simplify that for you, we’ve created a nifty PDF download of checklists you and your team can go through as you seek to optimize the conversion rate of your CTAs. You can download it for free here: The Call to Action: Six quick checklists to help the busy marketer improve conversion rates.

I’ll walk through one of the checklists with you in this blog post, and you can get more background on the checklists along with a deeper understanding of how to improve your calls-to-action in 150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results.

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Call-to-Action Optimization: 132% increase in clickthrough from changing four simple words

February 14th, 2018
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Think of all the money you invest in attracting customers before they even get to the call-to-action … buying media or traffic, designing websites and landing pages, crafting just the right offer.

If you can squeeze just a bit higher conversion rate out of your calls-to-action (CTAs), it increases the ROI on the rest of your marketing investment.

And that’s just a few percent. What about more than doubling the conversion of that CTA? Without the need for any IT or development resources?

A recent experiment MECLABS Institute (parent research organization of MarketingSherpa) ran with a Research Partner did just that. Let’s walk through the simple word changes and what you can learn from them as you craft your own calls-to-action and button copy.

Experiment design

This experiment was a landing page test that encouraged people to get a physical copy of a textbook mailed to them. These people are decision makers. They choose a product that will lead to significant product sales from others. By getting the sample in these decision makers’ hands, they are more likely to select this product and, therefore, drive significant sales.

The experiment had a control and two treatments. There were several differences between the control and the treatments including changing the image, headline and call-to-action. Both treatments improved clickthrough rate (CTR), with the second treatment generating a 277% increase in CTR at a 99% level of confidence.

That clickthrough increase carried its way through the funnel to an increase for the final conversion as well — an 82% increase in conversion for Treatment 2 at a 99% level of confidence.

But here’s where it gets more interesting. While the team changed several variables between the control and the treatments, they only changed a single variable between Treatment 1 and Treatment 2 — the call-to-action — to discover the impact of the CTA wording.

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