Inbound marketers are quick to sing the praises of CTAs - "They tell your visitors what actions to take/what path to travel through your website/how to accomplish their goal!" and "They increase conversion rates/click-through rates/leads!"
It's true, and it makes sense, but you've gotta back up your claims with evidence. In today's blog post, we've provided a convenient list of call-to-action statistics that will help you convince others of the power of CTAs.
Why You Need CTAs
- More than 90% of visitors who read your headline also read your CTA copy. (Unbounce)
- Emails with a single call-to-action increased clicks 371% and sales 1617%. (WordStream)
- Adding CTAs to your Facebook page can increase click-through rate by 285%. (AdRoll)
- By forcing visitors to watch an informational video on their services before presenting a CTA, Kimberly Snyder increased conversions by 144%. (QuickSprout)
- For KISSmetrics, a CTA within a video gets 380% more clicks than their normal sidebar CTAs. (QuickSprout)
- Grow & Convert estimates conversion rates for certain CTA locations:
- Sidebar: 0.5 - 1.5%
- Generic, end-of-post: 0.5 - 1.5%
- Pop-ups: 1 - 8%
- Sliders and bars: 1 - 5%
- Welcome gates: 10 - 25%
- Featurebox: 3 - 9%
- Navbar: varies
- Brafton made design changes for a client that focused on relevant, well-placed CTAs.
- Adding CTA buttons to article templates increased revenue by 83% in one month.
- Ecommerce conversion rate increased 22% quarter over quarter.
- Average order value for blog readers increased 49% quarter over quarter.
Optimize Your CTAs
- HubSpot found that anchor text CTAs increased conversion rates by 121%.
- Between 47% and 93% of a post's leads ONLY come from anchor text CTAs.
- 83% to 93% of each post's leads come from anchor text AND internal link CTAs.
- ContentVerve saw a 90% increase in click-through rate by using first-person phrasing: "Start my free 30 day trial" vs. "Start your free 30 day trial."
- Helzberg Diamonds saw a 26% increase in clicks by adding an arrow icon to their CTA buttons. (Marketing Tech Blog)
- SAP found that orange CTAs boosted their conversion rate over 32.5%. (QuickSprout)
- Performable found that red CTAs boosted their conversion rate by 21%. (QuickSprout)
- Making CTAs look like buttons created a 45% boost in clicks for CreateDebate. (Copyblogger)
- Personalized CTAs convert 42% more visitors into leads than untargeted CTAs. (HubSpot)
- Neil Patel found that users prefer to learn about the offer before clicking a CTA - placing his CTA above the fold decreased conversions by 17%. (QuickSprout)
- Reducing clutter around their CTA increased Open Mile's conversion rate by 232%. (VWO)
- FriendBuy increased signups by 34% by adding anxiety-reducing content and explaining key benefits next to their CTA. (Copyblogger)
What works for other people may not work for you - and what works for you may be something no one else has tried. Successful CTAs require a ton of experimentation, A/B testing, and a willingness to keep trying new things, even when you're getting "good" results. "Good" can always be better.