How do you test and optimize your calls-to-action for conversion optimization?

When you're setting conversion goals, it's important to define Key Performance Indicators (KPIs) & start defining what data you need to accurately track these metrics. Don't track metrics for the sake of tracking metrics. Decide which ones provide the most insights into progress toward the goal. Sometimes less is more. Set up analytics reports and determine the best cadence and dashboards for communicating and presenting the data.

Before tweaking your CTAs, nail down what you're aiming for and how you'll keep tabs on it. What's the end game for your visitors post-click? Tracking their moves and conversions is key. Shooting for more email sign-ups? Focus on subscriber count or how well those sign-ups are converting. With a clear, trackable goal, you'll craft CTAs that not just look good but actually do their job.

When optimizing calls-to-action (CTAs), I focus on creating something that feels natural yet compelling. I start by asking, What do I want my audience to do, and how can I make it irresistible? Then, I test different versions—changing the text, color, or placement—to see which works best. For example, swapping "Learn More" with "Get Started Today" can make a big difference. I also pay attention to analytics, tracking what’s working and what’s not, and tweak as needed. Feedback from real users is invaluable too—it helps me ensure the CTA feels authentic and aligned with what they actually need.

Whatever tool you choose to A/B test - make sure you have accurate tracking and that you are tracking the correct goal. If you are optimizing a page with the offer of FREE DEMOS - make sure you know how many people are clicking the initial CTA, and how many people are completing the form. The main goal of the page should just be a CTA Click - but a form completion. However, the data gathered from knowing how many people that start your form, complete it is great to know. If you can track where the drop off is, even better. That way you can optimize your form for better performance.

For CTA testing, you gotta grab a tool that lets you mix, match, and measure different versions. Google Optimize, Unbounce, ConvertKit – you've got choices. Whether you're into A/B, multivariate testing, or wanna get personal, there's something for every budget and strategy. Pick the one that fits your vibe and start cranking up those conversion rates.

A few years ago, a client in Ireland asked me to help with their campaign of absolute premium SUV vehicle sales. I started by studying their demographics, and creating ad custom audiences (and lookalike audiences) from their own email lists and purchase data. I then used Google Optimize to provide custom copy and images to site visitors based on their job titles in the ads that targeted them. If they were in the financial sector and male, the copy and images would be geared towards them. When female medical professions were targeted, they would then see a different page experience of copy and imagery tailored to them, and so on. The campaign was successful and generated a number of test drives that resulted in a dramatic sales increase.

We're in a time where AI does the heavy lifting of writing ad copy or articles at scale. People are fatigued of having to read auto-generated tepid and soulless chunks of vanilla wording. However, most copywriting is bad; with or without AI! While I'm certainly an advocate of using AI tools to help create the framework of your copy, I'm not a fan of ChatGPT creating 100% of the wording. Readers can instantly sense something is "off" as they read it - and I'm sure you've already had that experience in the last few months too with the onslaught of SEO-optimised articles generated by AI. So the key with your copy is be human! Be funny, relate to their pain points, talk in small anecdotes and be authentic - you'll cut through the noise!

There is no magic formula here. But the must-do things include: empathize with your target audience (understand their jobs to be done), speak their language (use words they'd resonate with), and be clear (no fancy words, you only have a few seconds to get your point across - i.e. dump the puns).

No secret sauce here, just get real: Understand what your audience needs, talk their talk, and keep it straight (save the clever stuff for later). Your CTA copy should hit fast and hard, making it clear what's in it for them. Think active verbs, hit those pain points or perks, dial up the urgency, and play on those feels. And hey, don't forget to A/B test your heart out to see what really clicks with your crowd.

Quick Fixes: - Speak directly to audience's needs - Use active, compelling language - Be authentic, avoid AI-generated vanilla content - Test dramatically different motivational approaches

To learn what motivates your audience, choose very different CTA options to test. By that I mean choose options that have different motivators. Because if you pick copy that is too similar to test, you're not going to learn as much.

As a rule of thumb, include only one primary CTA per piece of content. When more than one CTA is necessary, one should be the main CTA. Make it distinct from the others. The color of CTA buttons should stand out from the rest of your design. Utilize contrast & complimentary colors. CTA text should be clear & concise. Depending on the length of the content, it can make sense to include the CTA toward the top (above the fold), at the bottom (to anchor the page), and sometimes in the middle (for longer content).

I would say that if you're a small business Owner wearing all the hats? Well, this can be lower down your priorities when compared to the writing of the copy to start with. Controversial, I know, but let me explain. You remember long form copy in newspapers from a time gone by? That still works today in digital form - whether by an extremely good article on your own blog or LinkedIn that deep dives on the issues your product or service would then be ideal for the Reader, through to a 60 second Tik Tok video "listicle" that pushes the Viewer to tap the CTA. Content is far more important to get started with to get some conversions, than worrying about if a different button colour means a sales bump (hint: It will, but not important yet!)

The look and spot of your CTA are game-changers. Think about the color pop, size, and how it stands out. Don't forget to play around with where to put it—top of the page, tucked below, or chilling on the side. What works best? Well, it's all about your site's vibe, what you're saying, and what your peeps dig. Time to mix it up and see what sticks!

Dynamic CTA optimization is about tailoring to user interests in real-time. Instead of merely testing variations like "book a demo" or "schedule a demo", consider leveraging real-time user behavior to personalize CTAs, ensuring they resonate more closely with the user's current interests and activities. For example, instead of just if a user explores your site for content related to a specific solution, ie. 'Blah', the CTA could be personalized to "Book a Blah demo", directly aligning with their interests. This approach not only increases engagement by addressing specific user needs but also boosts conversion by making the call-to-action more relevant and compelling.

Quick fixes: - One primary CTA per content piece - Use high-contrast, standout button design - Strategic placement (top, middle, bottom of content) - Prioritize content quality over button aesthetics initially

To test and optimize your calls-to-action (CTAs) for better conversions, start by analyzing their current performance. Use metrics like click-through rates (CTR) and conversion rates to identify what’s working. A/B test different elements, such as text, color, size, and placement, to see which versions drive better engagement. Focus on clear, action-oriented language that aligns with your audience's needs. Monitor results consistently and refine based on data. Don’t forget to test across devices to ensure usability. By continuously analyzing and optimizing, you can create CTAs that drive higher engagement and conversions.

What's important here is conducting research to understand users motivations. Blindly testing CTA copy is a surefire way to just have a bunch of losing tests. Actually understanding your users to know what they are interested in / not interested in is where you will get value. For example, it may be you are having a link to "contact" which many people simply just don't care about. But "request custom pricing quote" may be much more aligned with what actually happened on the back end, AND the user's motivation

A CTA, no matter how perfectly phrased, is pointless unless it can be seen. I like to perform a squint test on the page/app/etc to see if I can spot the CTA quickly. This isn't a license to create obnoxious-looking CTA, but they should be easier to spot. Some customers just skip and want to convert right away - make it easier for them.