The services page on our website had three CTAs, with each CTA relating to a different aspect of our services. To look for ways to improve our services page, we studied session recordings captured by Hotjar which showed us how individual users were navigating the page. The recordings suggested that users were confused by the multiple CTAs and were having trouble deciding which was most suitable for them. Many users left the page without clicking on any of our three CTAs. We decided to do an A/B test to determine the difference in performance between having three CTAs and just one CTA. Our test revealed that the variant with just one CTA had a 141% increase in conversions over the variant with three CTAs. So we switched to the new version with one CTA. I think just having one CTA works better because it greatly simplifiess the decision-making process for our users.
One of the best examples of CTA that has really helped boost our engagement is having a social media feed that automatically adds social posts from Instagram or twitter directly to the website. When properly designed and implemented, this will help boost the marketing strategy as well by properly positioning the feed on the page and designing the CTA to direct the visitors to the campaign required action. Having customers interact, share, follow or move them to the online page to complete a purchase can be easily achieved with proper design and placement of CTA within the integrated social media feed. We worked on changing the placement of the CTA and realized that the most effective positioning is always directly within eyesight and to make it animated in a way that pops up and stands out.
We added a compulsory field that asked for users’ email addresses to optimize our service signup button. We wanted to see how this might affect inquiry rates, and while we did observe a noticeable drop in submissions, the overall quality of leads was much higher. This change let us effectively filter out leads that were still not ready to commit to our service. At the same time, it allowed our internal team to better focus on their work and provide a much better service to existing and potential clients.
We have found that having a direct and indirect route to our CTA has been most effective for us. Our product, invoice factoring services, is a lesser known option for our ideal customers- small businesses looking for working capital for their businesses. A challenge we faced with our CTA to "get a quote" was that people didn't necessarily understand what invoice factoring is. We tried putting information first- a link to an explainer article on invoice factoring, with CTAs to get a quote at the end of the article. That performed okay, but buried the CTA too deep, meaning customers further along the funnel were clicking through too much content to get to the CTA. We now have the best of both worlds- CTA on a green button right on the landing page, and directly below in light gray we have a link to the explainer. It is a fork in the road so customers at different points of the funnel can either get their quote or get information before seeking out a quote.
At Nolah, we saw a 30% increase in conversions the first quarter after implementation when we updated our CTA to prioritize urgency and value, and when we shifted both its placement and color/design. Our first CTA (https://prnt.sc/1xi6q9a) wasn’t particularly visually attractive, and didn’t provide any detail regarding the value we’re offering to consumers, the time frame, or specific products, and there isn’t even a clear CTA button. All in all, we failed to point our visitors towards any specific action. When we updated and tested, we found the following CTA far more helpful: (https://prnt.sc/1xi7fnp). The placement is far more effective - a top-of-page banner style draws the audience’s eye more naturally and catches their attention. Adding “Limited Time Offer!” alongside a countdown timer adds urgency, and the red CTA button with a clear action declaration encourages customers to click through. “Up To $400 Off” is also a very succinct communication of value.
My favorite tactic for conversions is to include multiple CTA buttons on various parts of the webpage. The logic behind this approach is that viewers' eyes are drawn to different parts of the page. Rather than aim for the majority reading approach or make visitors scroll to find a button, I strategically place CTA's in any likely prompting point. Ever since we began using this method, we have seen inquiries and conversions more than double.
The best CTA practice that we adopted recently is to make it urgent and create a faux sense of FOMO. FOMO is fear of missing out and works well as present-era audiences/customers want to get counted as exclusive buyers. They want to stay updated on everything that is happening around them. They don't want to miss anything. You have to use this for your profit as we did. We used sentences like time is running out, you're missing a great deal, subscribe today to save for tomorrow. It certainly increased the number of subscribers and active users on the website.