The document discusses CTAs and conversion rates from blog posts. It analyzes data from over 1,000 blogs to see what factors contribute to higher click-through rates on CTAs. It finds that blogs with CTAs that provide specific, relevant context in 152 characters or less averaged higher conversion rates of 3-9% compared to those with more wordy or generic CTAs. The recommendation is to write CTAs that are short, specific and directly address the reader's needs to maximize clicks and conversions from blog content.

1. CTAs AND CONVERSION
Ezra Skobeloff

2. PROVIDING CONTEXT

3. CTAs Must Be Relevant & Specific
✱ What is most relevant to a persona’s decision making process?
✱ Determines what motivates them to click
✱ Be specific about:
✱ What they will do, or
✱ What they will get

4. What More Context Means

5. YOU VS. ME

6. Changing The Narrative
✱ We’re used to talking to our personas
✱ “Your pain is solved by our solution”
✱ In almost every aspect of copy, this is good!
✱ With CTAs?
✱ We can do better!

9. LOOKING INTO
BLOG CTAs

10. What I Looked At

11. Collecting Blog Data
✱ 15 clients
✱ 2013 to present
✱ 2,771 total blogs

12. Selecting Blog Data
✱ Minimum 20 views
✱ 1,047 blogs
✱ Average CTR = 1.27%
✱ Blogs with CTR ≥ 3%
✱ 91 blogs
✱ Blogs with CTR = 0%
✱ Minimum 75 views
✱ 72 blogs

13. Segmenting The Success
✱ Blogs with CTR = 3% – 5.9%
✱ 60 blogs
✱ Blogs with CTR = 6% – 8.9%
✱ 16 blogs
✱ Blogs with CTR ≥ 9%
✱ 15 blogs

14. What I Looked For
✱ Lead copy:
✱ Does it exist?
✱ How many sentences?
✱ How many characters?
✱ Buttons:
✱ Simple CTA?
✱ Designed Button?
✱ Multiple offers?

15. WHAT DID I FIND?

19. HOW MUCH
COPY IS THAT?

20. 208 vs. 152 Characters
Need more help? Click the 10 Blog Ideas in 10 Minutes
button and let one of our Marketing Strategists help you
create a couple of killer blog ideas for your business.
Challenge us...you won't be disappointed.
vs.
Want to learn about the importance of building your plane of
visibility to ensure the success of SDN? Click below to
download our informative whitepaper.

21. 152 vs. 73 Characters
Want to learn about the importance of building your
plane of visibility to ensure the success of SDN? Click
below to download our informative whitepaper.
vs.
Learn the other critical facts about security breaches
by clicking below.

22. RECOMMENDATIONS

23. Today’s Recommendations
✱ Provide only most relevant contextual info
✱ Limit character count
✱ Be specific
✱ Download My Whitepaper

24. Continuing The Research
Learn to convert all of your leads with the free inbound sales checklist
A
B
Learn to convert your leads with the inbound sales checklist

25. QUESTIONS?
Email zscoby43@gmail.com