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4 ways calls-to-action are changing

4 ways calls-to-action are changing Andy Beohar

Calls-to-action (CTAs) are an essential component in any successful inbound marketing campaign. Whether it's a button in an email or a pop-up on your blog, CTAs are designed to inspire your customers to take the next step toward your product or company. CTAs can be a powerful and compelling tool but, like any form of marketing, there is a bit of finesse involved to get the best results. So be sure to consistently analyze data in order to best determine what's working for your campaign specifically.

In the ever-changing world of marketing, CTAs have gone through their own fair share of evolution. The standby best practices you may have been following for years are now proving to be less successful. New trends like pop-ups, increasing the number of CTAs per page, visitor-customization, and actually skipping the landing page all together can help improve the value of your CTAs. Excited to learn about these new ways calls-to-action are changing? Below you'll discover some of the newest and most effective strategies for using CTAs.

Skipping the landing page

This one may seem sacrilegious to some, but landing pages aren't always necessary. New tools, such as Leadin or Spoutable, allow you to add visitor-relevant pop-up CTAs to all pages of your site. The traditional method of CTA to landing page to gated content is too cumbersome for some users. With these types of CTAs, the user clicks a button or fills out a form directly from a slide-in window; they then receive your offer without having to visit a separate landing page. Because of this simplicity and convenience, pop-up and slide-in CTAs are more likely to convert visitors than the conventional CTA-to-landing-page method.


Page placement

For a long time, the golden rule of CTA placement was to add one CTA to the bottom of the page. However, recent reports show that placing your CTA higher up is dramatically more effective. In fact, internal links and anchor text CTAs placed in introductory paragraphs make up the majority of a post's leads. Why? One reason is that most people have become so desensitized to spam on the sides of webpages that they may instinctively ignore your CTA banner. Links placed strategically within the content are more likely to be clicked on because they are more noticeable, flow well with the content, and they don't resemble advertisements.

But even regular banner CTAs perform better when they're placed higher on the page. This is mainly because the average visitor doesn't usually make it all the way to the bottom. Instead, most visitors skim the beginning and middle of a post before moving on. Placing a banner at the top of the page or in a pop-up gives it a better chance of being seen. In fact, pop-ups and slide in banners can help convert leads that otherwise might not have viewed or engaged with your CTA by putting it right in front of their eyes.


Number of CTAs

Another one of the ways calls-to-action are changing is the suggested number of CTAs you should use per page. While it used to be commonplace to stick with just one, it's now recommended that you use a minimum of two to three CTAs in different areas of your page. However, you don't have to stick with the same one for each. Placing different CTAs throughout your content is beneficial since you're more likely to appeal to multiple visitors. For example, someone who is interested in subscribing to your blog for occasional updates might be overwhelmed by the thought of downloading your entire e-book. Give them the chance to find a CTA that appeals to them. As famed digital marketer Neil Patel once tweeted, "When it comes to CTAs, 'more is better.'"

Just be sure that all your CTAs offer material that people will perceive as valuable. Visitors won't fill out your form for just any old piece of junk. Also, you don't want to overload your page with unnecessary banners and pop-ups at every turn, or else you might appear spammy and risk scaring your visitors away.


Personalized offers

One of the most effectual ways calls-to-action are changing is through the use of personalization. Personalized calls-to-action are modified based upon who's viewing them. These CTAs can be customized by industry, geography, buyer persona, and more. For example, the lead flows we discussed in section one could be modified to include content based on a specific visitor's industry, relevant offers and coupons for their interests, or even location-based content so that you know you're targeting people in the right area. By providing your visitors with content that's specifically tailored to them, you improve visitor experience while also increasing the likelihood of conversion. In fact, personalized CTAs can help you convert up to 42 percent more customers into leads.

When executed in tandem with proper use of A/B testing, all of these tips can help you to improve the quality of your CTAs and convert more leads. However, if you need more information or some assistance getting started with these practices, hiring a digital marketing agency can be a major help to you by providing a wealth of specialized knowledge.

Andy Beohar is VP of SevenAtoms, a HubSpot certified digital marketing agency in San Francisco. Andy develops and manages ROI positive inbound and paid marketing campaigns for B2B & Tech companies.

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