Whether it’s your blog, website, marketing emails, or even social media campaigns, you should always seek ways to optimize how your target audience is interacting with your online presence. One element of marketing campaigns that often gets overlooked is call-to-action buttons.

Many top marketers focus on CTA optimization, which can often lead to significant increases in results. It’s important to regularly review your call-to-action buttons (CTAs) on all of your marketing campaigns to see what you could optimize to boost your lead generation and customer acquisition.

But should you be optimizing your CTAs? And, if so, how can you optimize your CTAs to generate more leads and customers? In this article, I’m going to cover call-to-action optimization and how to get the most out of the CTAs included in your marketing campaign. 


Examples of CTA Optimization Success

Many companies that have experimented with CTA optimization have garnered huge results. Marketing company, GetResponse, experimented with CTAs in a signup campaign. GetResponse added two CTA options — one saying “Buy Now” and the other saying “Free Trial”. The introduction of the “Free Trial” button boosted free trial signups by 158%. Paid signups remained unaffected. (Source: converted.co.uk) 

Offering two CTA options is something you could consider for your campaign. Another example is a campaign where changing one word in the CTA — “Start your 30 day free trial” to “Start my 30 day free trial” — led to a 90% increase in conversions. (Source: icopify.com) 

So it goes to show that even minor tweaks in your call-to-action buttons can lead to a huge increase in conversions and sales.


5 Call-to-Action Button Optimization Ideas

Here we’ll discuss a few ideas that you can use to optimize your call-to-action buttons.


Include Value Offering in CTA

One strategy is to include the value offering within your call-to-action button — thus enticing users to click the CTA to claim whatever it is you’re offering.

For example, if you’re offering a 30% discount for new signups, you could put “Get 30% Off Today”, making it clear to your target audience what they’ll be getting in return.

The same applies if you’re offering something for free, like a free trial or a free product when someone makes a purchase. 


Give Multiple Call-To-Action Options

You can give more than one CTA button to increase conversions. As shown in the GetResponse example above, adding another CTA button offering something slightly different could work wonders for your conversion rate. 

Consider an alternative offering that would entice users to click. Think to yourself what would your target audience also be interested in? 

It could be as simple as adding “Try for Free” next to your already existing “Buy Now” button. 


Experiment with Placement

There’s no set-in-stone rule when it comes to CTA placement. However, it might pay to experiment. 

Experiment with putting your CTA above the fold or below the fold, at the top of your page or right at the bottom, the corners of your page, at the beginning of your emails…anywhere that makes sense, you can try to see if it marks any improvement. 


Test Call-To-Action Sizes & Colors

Also, you can experiment with the size of your buttons. It’s always important to ensure your buttons are visible, but you can experiment with bigger buttons or smaller, more subtle buttons. 

Color can also play a huge factor. Try to see if bolder, brighter colors or more subtle colors improve your click-thru rates.


Create Logical Lead to CTA

Creating a logical lead to your call-to-action buttons is incredibly important. This means predominantly focusing on the text that leads up to the CTA. Ensure that the text that precedes the CTA button includes a logical flow of ideas that leads up to the CTA.

For example, if your call-to-action button is offering a 30% discount on a specific product, make sure the text leading up to the CTA discusses the specific product, its original price, the fact you’re offering a 30% discount, and then the CTA.


Split Testing Your CTA Button Optimization Ideas

There is no set rule for call-to-action buttons. That’s why, with any CTA button changes, it’s always good to split test (A/B test) your idea. 

You may want to split test the original with the new version. However, you may also want to split test two new ideas to see which one performs best.  

Have you had any success with CTA optimization? If so, let us know your success in the comments below. 

If you’re looking for more ways to improve your marketing strategy, check out the latest posts on the Intentionally Inspirational blog.


Written by Lewis James