In this post, we'll cover new data on calls-to-action and how tailored CTAs perform compared to their counterparts. As the below data shows, personalized CTAs that appear as buttons perform far better than images. Looking at this one more way, I wanted to see if button-based CTAs converted better than images regardless of the type of CTA. An Example of a Smart CTA in Action Why do these personalized, "smart" CTAs perform so much better than basic CTAs? At HubSpot, we try to use smart CTAs on every blog post, and across the entire buyer's journey. One example of a smart CTA could simply be targeting a CTA for visitors, and have a separate version for leads. Based on how different types of CTAs perform -- per the bar graphs above -- I'm going to use a button for this example. Instead, make the action valuable and personable so they are more likely to click on it. CTA Type & Placement At HubSpot, we've found text-based CTAs within blog posts, like in the image above, convert better. If you already use HubSpot, you can skip using PowerPoint, and easily design and build your CTA within the Marketing Hub for easy insertion into any page content in just one click.
This article was written just for you.
From the moment you log in to Facebook, to the shows recommended to you on Netflix, to the questions you have for Google, the content you most enjoy online was customized and served up to you for a reason. We’ve seen this behavior on Amazon for a long time, where we get products we personally love shown directly to us.
Your visitors expect the same personalized experience on your own website — and in your calls-to-action (CTAs) as well.
In this post, we’ll cover new data on calls-to-action and how tailored CTAs perform compared to their counterparts. (Hint: the perform way better.) Let’s dive in.
Personalized Calls to Action Convert 202% Better
For this study, I analyzed more than 330,000 CTAs. There are three primary types of CTAs I looked at in this post:
- Basic CTA — This is a call-to-action that does not change based on any attributes of the visitor. It’s the same for every visitor that sees it.
- Multivariate CTA — These are similar to Basic CTAs, but instead, there are two or more CTAs being tested against one another. Traffic is typically split evenly to each variation and then you can select a winner based on which CTA converts better.
- Smart CTA — These are CTAs that are tailored to an individual. There can be numerous ways CTAs like this adapt to a visitor, such as their location, browser language, whether their already a customer or a lead, and much more.
With the types of CTAs now in mind, I compared 330,000 CTAs over a six-month timeframe to see which option was the best. It’s clear what the winner is: personalized CTAs convert 202% better than default versions. See the graph below.
Digging a layer deeper, we break down the data between CTAs that in simple button form, versus those that are using clickable image CTAs. As the below data shows, personalized CTAs that appear as buttons perform far better than images.
Looking at this one more way, I wanted to see if button-based CTAs converted better than images regardless of the type of CTA. As you can see from the chart below, it’s clear that buttons dramatically outperform their image counterparts.
In combing through the data, I also found that a number of Smart CTAs have conversion rates far above the average. There are numerous CTAs that have 25-45% conversion rates across thousands of views and clicks.
An Example of a Smart CTA in Action
Why do these personalized, “smart” CTAs perform so much better than basic CTAs? Because you’re serving them content that reflects their current level of interest and knowledge on the subject.
Blog posts and web pages might cater to multiple audiences at the same time, but if they all have the same CTA on them regardless of who’s reading,…