At HubSpot, we're constantly A/B testing conversion path elements -- landing pages, calls-to-action (CTAs), and emails -- to see how we can generate more leads, MQLs, and customers.
Having CTAs throughout your website and blog will certainly help your website visitors find your conversion pages. But are your CTAs effectively capturing people's attention?
Try to guess which of these two CTAs had the highest clickthrough rate.
Here's CTA #1:
Here's CTA #2:
Ready for the answer?
The winner was #1. It had more than triplethe click-through rate as CTA #2.
And I bet some of you guessed that the winner was #2. The truth is, you won't know which CTA is the better performer until you test it -- so you've got to get started with testing now. In that spirit, here are seven tests you can run on your own website to try to increase click-through-rates.
1) Test the color of your CTA buttons.
Many companies are afraid to go off-brand with the color schemes on their websites. But are your CTA buttons blending in too much with the rest of the page? That might be the case. Test using bolder colors that clash with your regular stylings -- it may not be "pretty," but at least you'll get people's attention.
Would your website visitors respond better to a text CTA versus an image CTA? There's only one way to find out. Test it! Here's an example of three CTAs we're testing on one of our blog posts right now:
The first variation looks like plain text, with an image download button included. It looks as though the text is part of the blog post itself, rather than an "ad" or "call-to-action."
The second variation is obviously a "call-to-action," and there's a separation between the content of the blog post and the content of this CTA because it clearly looks like its own image.
3) Test the placement of your CTA.
On your website pages, your CTA should be above the fold -- near the top of the page so visitors don't have to scroll down to see it. Traditionally, many blogs have CTAs at the very bottom of each blog post. However, readers don't always reach the end of an article they're reading. In fact, most readers only get 60% through an article.
If this is the case for you, perhaps it's time to test different placements of CTAs on your blog posts and website pages.
4) Test static vs. motion-based CTAs.
See that CTA slide-in just now? You probably did, because something on the page just changed. People are accustomed to seeing ads on websites now, so their eyes glaze over static images that stay in one place. So perhaps you could test a CTA that slides in when the user reaches a certain point on your page or blog post, and compare the clickthrough rate to the static CTA you've always had on the page.
Which words will entice your audience to take action more? For example, there are so many different ways to say that you can "download" a piece of content:
Download this ebook
Get this ebook
Receive this ebook
Snag this ebook
Grab this ebook
Claim this ebook
Buy this ebook
Even the smallest changes can make the biggest impact. Don't believe me? Check out our results from this CTA test in which the only difference is a few simple words:
6) Test the button size.
If your CTAs are too small, they might go unnoticed on your website.
If you're unsure what CTA size will work best for you, test different sizes. Remember, you won't know what works best for you and your website in your industry with your audience until you test it for yourself.
7) Test time-sensitivity.
Test telling people to do something right now. One way to do that is to add words like "now" or "today" to your CTA button to add an element of urgency. Reminding people to do something now can increase the chance of them actually doing it now.
Once you run your tests, you can use our handy A/B test calculator to determine the winner of your test, and whether or not the results are statistically significant. This will let you know if you can declare a definitive winner.
Want to share this post? Here are some ready-made tweets:
Click to tweet: 7 Little Call-to-Action Tweaks That Could Give Your Conversation Rates a Big Bump - http://hub.am/1jCTtbe by @DianaUrban at @HubSpot
Click to tweet: Increase your website conversion rates with these 7 simple CTA tests - http://hub.am/1jCTtbe #marketingtip #leadgeneration
Originally published Feb 25, 2014 8:00:00 AM, updated August 28 2017