Our team recently conducted a meta-analysis of conversion rates for various calls-to-action (CTAs). We built a dataset by aggregating conversion rate data from 71 of our clients, then segmenting it by CTA style and on-page location. Finally, we merged and normalized the data to come up with the average conversion rate for each of 24 popular CTAs. Our findings are in the table below.
Exceeding these conversion rate benchmarks requires marketers not only to craft engaging CTAs, but to compose entire web pages that speak to their target audience. Our conversion specialists recommend the following techniques to optimize a web page for a high conversion rate.
- Use personas to tap into visitor psychology. Creating detailed personas of your target audience allows your team to better personalize your webpages, presenting information that is both relevant and relatable. Describing your target audience’s problems, needs, and wants in their own language captures interest more quickly, making readers more likely to convert.
- Illustrate ideas with graphics. Well-placed graphics serve two purposes: they distill complex concepts into a quickly digestible format, and they provide visual interest. Ideally, a visitor should be able to get the gist of the information on a page in a quick scroll—most will leave a page immediately if they can’t find something of value in the first 30 seconds.
- Track, Test, and Iterate. By tracking microconversions – such as whether visitors read multiple pages, which links they click on, and how far down the page they scroll – you can learn more about how visitors actually engage with the page. You can use this data to identify places within a blog article or landing page thare are losing visitor interest, and A/B test changes to the page to improve conversion rate.
