Useful CTA Optimisation Techniques To Improve Conversions

Inge van Rensburg / April 13, 2017
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When someone lands on your website, half your work is done. You know they’re interested, now you need to tell them why to choose your business and how to do it.

Enter the infamous Call To Action (CTA). A CTA’s main function is to persuade a visitor to take a specific action immediately. The aim is to stand out and improve the response rate to copy (website content or ad copy), as its absence may cause visitors to ignore an offer and move on. As a result, it guides users through your website.

Risks Of No Or Weak CTAs

Adding CTA buttons to article templates increased revenue by 83% in one month. (Brafton)

  • CTAs support navigation and conversion. Not having engaging CTAs can cause visitors to leave without taking any action
  • Generic CTAs like “submit”, “call”, “register” or “download” is no longer sufficient, as it does not communicate any value
  • Without CTAs, site visitors will rarely move through the sales funnel naturally
  • You don’t know if your copy is effective if you don’t have a CTA to test it
Benefits Of CTAs
  • CTAs contribute to the success of your website’s performance and your marketing and advertising efforts
  • Landing pages are your source for turning leads into customers. Testing different CTAs are essential to sustainable success
  • Improving the quality score (QS) of your landing page can influence your CPC in Google Adwords. Improved ad copy, click-through rate and landing page experience lead to a higher QS and lower CPC
  • CTAs allow you to communicate value to site visitors
Where To Use CTAs
  • In online ad copy
  • In an image
  • On your homepage
  • On landing pages
  • On checkout pages
  • At the end of a blogpost
  • In email campaigns or newsletters
  • On your social media pages
  • Throughout your website if you have something to offer (whitepaper download, email signup)
Tips To Improve CTA Performance
  • Mute or ghost buttons: This drives the attention to the primary button or CTA that you want people to click on
  • Value-driven copy: Test what value proposition communication resonates best with your site visitors
  • Try action-driven copy: Use words like “view catalogue”, “download free whitepaper” to drive action
  • Be specific: What can people expect when they click a button (sign-up to increase traffic to your website)
  • Add a sense of urgency: Limited offers can persuade visitors to take action immediately and can increase conversion rates
  • Test shapes and colours: Find out what colours drive more action or what shape compliments your site’s look and feel
  • Placement: Test different locations on your pages and throughout your website to find the optimal placement
  • Highlight and link important content to relevant pages
  • Experiment with tools like Bounce Exchange, that detects when someone is about to leave your site and shows them a CTA

ContentVerve saw a 90% increase in click-through rate by using first-person phrasing: “Start my free 30 day trial” vs. “Start your free 30 day trial.”

Every website is unique and people will interact with it differently. Testing different options and best practices are vital to ensure your CTAs continue to be engaging, visually appealing and most importantly, that they serve their purpose: drive actions and conversions.


Looking for more inspiration to spice up your CTAs? Take a look at Campaign Monitor’s extensive list of CTAs broken down into categories to drive specific action.

Looking for more tips on how to improve your website performance and increase conversions? Request a Website Optimisation Plan.

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Inge van Rensburg
About the author
Inge van Rensburg is a Strategy & Optimisation Consultant at Designcorp, a multi-channel marketer with a visual approach to brand development and communication. With strong technical skills in marketing and performance analysis, she has experience in communication research, strategy and data-driven optimisation.