CTAs (Call-to-Action) are generally elements that take the form of a button on a web page. These buttons contain a short sentence built around an action verb and a link to another page.
To find out whether your CTAs are effective, it’s important to measure them. Here are five steps to help you get there:
Start by defining your CTA objectives: do you want more newsletter sign-ups, more downloads of your white paper or more sales? Next, choose KPIs (Key Performance Indicators such as CTR (Click-Through-Rate), conversion rate, cost per acquisition or engagement rate on social networks to measure these objectives.
Heatmaps are visual tools that show where users click, scroll and spend time on your page. They help to identify the most effective elements and resolve problems of visibility or relevance, such as a CTA that is rarely clicked on at the top of the page. Heatmaps also reveal distractions from the main elements.
Landing pages are essential for converting visitors into customers. They must correspond to the CTA message to avoid any confusion. Make sure the design is attractive, the content compelling and the conversion process simple. For example, a landing page for a free download should clearly explain the benefits and offer a simple form.
A/B testing consists of comparing two versions of an element, such as a CTA, to see which works better. For example, test two button colours or two text formulations. Change one element at a time for accurate comparisons.
It’s crucial to understand how users interact with your site after clicking on a CTA. Follow their path to identify exit or conversion points. This helps detect obstacles, such as poorly designed forms, and optimise the conversion process.
Google Analytics: This free tool lets you track a variety of KPIs, including click-through rates, conversion rates and time spent on page.
In conclusion, evaluating the effectiveness of your CTAs is essential for fine-tuning your digital marketing strategy. By following these steps and using the right tools, you can measure and continually improve your CTAs. Define clear objectives, analyse performance using tools such as heatmaps, optimise your landing pages, carry out A/B tests and track user paths. Don’t forget to use tools to simplify your workflow.
Ready to boost your conversions with optimised CTAs?