2.7 Testing Your Call to Action

Your Call to Action IS your conversion. It’s what you want your visitors to do (and nothing else). If people aren’t converting your call to action may be in need of updating.

CTA’s should describe exactly what will happen when clicked. A good tip when writing your CTA is to finish the phrase “I want to…”. For example:

I want to…

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An Example Test – Call to Action

The example below shows a simple case study on how to write CTAs that convert.  Changing one word in the call-to-action on a B2B site generated a 38.26% lift in conversions.  

The client has a portal where businesses can find offices for rent. The site features thousands of offices that potential customers can browse through and once a prospect finds a relevant office, they click the main call-to-action (located on all pages) in order to get more information on the lease sent via email. Basically every extra click potentially means money in the bank.

The more value and relevance you can convey via your call to action copy, the more conversions you’re likely to get.


Strong CTAs should reinforce the line of thinking introduced in your headline, content and imagery, effectively ending the story of your page with a solid “what to do now”. – Joanna Wiebe.  

For those of you collecting leads on your landing pages, the next lesson will give you the lowdown on forms.