Gone are the days where you anguish over the writing and designing of the perfect call to action. Should it say “Click Here” or “Learn More”? Should you have an image of a person or a product? Should it have a number or should it be all text? You can find a blog post or a presentation telling you to do one thing or the other as a best practice, but is it a best practice for your customers?
The truth is you don’t know what your customers really want until you’ve A/B tested calls to action on your live website. Using HubSpot’s Call to Action tool or Google’s Website Optimizer (soon to be Content Experiments), test different art and copy on any CTA to see which message your customers actually prefer.
As the data builds, you can disqualify calls-to-action and focus more heavily on the CTAs that result in clicks, submissions and solid leads. That doesn’t mean you should stop A/B testing. Make new ones based off of what you learn. Because if you’re not testing, you’re not paying attention ... to your customers.
Image source: mag3737
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