How do you optimize your calls to action?

1 Define your goal

Before you create or improve your CTAs, you need to have a clear goal in mind. What do you want your visitors to do after they see your CTA? How does it align with your overall digital strategy and business objectives? Having a goal will help you craft a relevant and compelling CTA that matches your audience's needs and expectations. It will also help you measure the performance of your CTA and adjust it accordingly.

2 Use clear and action-oriented language

Your CTA should communicate what you want your visitors to do and what they will get in return. Use clear and action-oriented language that conveys urgency, value, and benefit. Avoid vague or passive words like "click here" or "learn more". Instead, use verbs that describe the action and the outcome, such as "download your free guide", "start your free trial", or "join the community". You can also use words that create a sense of exclusivity, scarcity, or curiosity, such as "limited time offer", "only a few spots left", or "find out how".

3 Design for visibility and contrast

Your CTA should stand out from the rest of your website design and catch your visitors' attention. Use colors, shapes, and sizes that contrast with your background and create a visual hierarchy. For example, you can use a bright or contrasting color for your CTA button, a large or bold font for your CTA text, and a prominent or central location for your CTA element. You can also use white space, icons, or arrows to draw attention to your CTA and guide your visitors' eyes.

4 Test and optimize

The best way to optimize your CTAs is to test different variations and see what works best for your audience and your goal. You can use tools like Google Optimize, Optimizely, or Unbounce to create and run A/B tests or multivariate tests on your CTAs. You can test different aspects of your CTAs, such as the wording, the design, the placement, or the number of CTAs on a page. You can then analyze the results and see which version generates more clicks, conversions, or engagement. You can also use feedback tools like Hotjar, SurveyMonkey, or UserTesting to collect qualitative data and insights from your visitors and users.

5 Follow up and nurture

Optimizing your CTAs is not enough to achieve your digital strategy and conversion optimization goals. You also need to follow up and nurture your leads, customers, or subscribers after they click on your CTA. You need to deliver what you promised in your CTA, whether it is a free resource, a trial period, or a welcome email. You also need to provide value, support, and guidance throughout their journey with your brand. You can use tools like Mailchimp, HubSpot, or ActiveCampaign to create and automate email campaigns, workflows, or sequences that nurture your contacts and move them along your funnel.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?