B2B Case Studies Demonstrating the Power of Call To Action(CTA)
It is very important to guide your visitors through the shopping trip using strategic calls to action (CTA).
Think about it: if you have not been attracted to the CTA copy or design, or have been so eloquently guided in your registration process, you will probably use a much smaller number of applications and of websites than now.
You can not afford to throw money at inefficient tactics in paid advertising space. Keeping your campaigns profitable is a must. To streamline your paid campaigns, you can use different landing page practices. We have seen that the most important of these results often comes from optimizing your call to action.
You are right. The call-to-action button on your B2B website can be made or interrupted by specific decisions you made when designing your pages. Do I have to delete all navigation on a landing page? Do you think you will need directional signals to make your call buttons to action much more obvious? As you begin to see hope you can almost write a manual on all the different elements that you should have the opportunity to design a successful call to action on your site. This is how the science of complex conversion can be obtained.
Now, optimizing your CTA may include a few different factors. Not only the placement, copying, layout and the usual list of CRO(Conversation Rate Optimization) check boxes — there is also the psychology of the interaction itself to consider.
CTAs are their gateways in a single step from the conversion funnel to the other. Together, they lead to a final conversion of income into the final stage of your funnel.
To really optimize your individual paid campaigns, you should get a lot more granularity with your CRO. This will include the actual value proposition under investigation. Here are some questions you may want to ask yourself about the psychology of your landing page and CTA:
Where is my user on the buyer’s trip?
Are they on the right foot for this conversion?
Do we offer something practical / valuable?
Does our offer match the information we are requesting?
You will be amazed at how often your CTA problem is related to supply as well as the documents related to the copy. Too many marketing managers focus on setting their copy of the landing page when they should ask their CMO to consider changing what they offer in the first place.
The main problem here is that the objective conversion of the page is not clear. This may be because you are using a vague copy (like “click here”) on your buttons. Or it could come from your landing page without the information needed to inform your user of your need for your service.
As you can see in the screenshot below, the landing page may look clean but lacks useful information to inform the user of the reason why it needs to be converted. Especially for novice researchers, this page could also be a black hole of mystery and friction.
Make sure that your landing page contains the necessary information so that your user is properly informed of your product / service. Here are some points to focus on:
Time saving value of your product
Competitive prices for your products / services
The exact point of pain that your product / service encounters
Before seeing that many landing pages offered goods to the user, they were not appropriate to where they were on the buyer’s trip. For example, if a user has not received the appropriate contextual information to understand their need for service, offering a free trial on their ATC is somewhat misguided.
The same goes for the supply of digital assets without explanation of what they are:
Make sure your offer is properly aligned with where your user is on the buyer’s trip.
Top-funnel offers only contact information
Mid-funnel offers can generate brand experiences such as email subscription
Bottom Funnel focuses on planning meetings and calls
Finally, whatever your offer, be sure to explain what the user downloads, so that you do not blindly click on the spam.
Whenever you ask for contact information from a user, you must browse a fine line between the value and the friction. The more you ask for information (name, email, company, competitors, etc.), the more you rub on your landing page.
If your forms ask for every bit of information your user could provide, they are probably bouncing en mass. Make sure that what you ask is the same as what you offer.
Most B2B research specialists state that the sweet spot field for conversions is between 3–5. More than that and you start pushing users.
This has been and will always be a problem for CTAs. Online readers are not known for their attention spans — and you only have a few seconds to grab and grab their attention.
This means that your goal conversion (your AHU) should be highlighted and attract attention. At a minimum, it should be visible immediately when you land on the page. You’d be surprised how many sites we still see with almost invisible CTA buttons buried beneath a forest of irrelevant images:
Pro tip? Make sure your buttons are easy to find … that is, only if you want your users to click them.
These are just the common problems we encountered when studying an entire industry. Although these prove that there are many common problems of CTA that can be easily solved, this does not prove how they can be solved.
The eSparkBiz is an Inbound Marketing Company, We have assisted a range of clients in different verticals, from start-ups to tier companies. We offer web design and developing services as well as website maintenance packages to keep your site smooth. We have designed to be at the heart of your business and will help you increase the ROI of your marketing investment.