This document provides information on call-to-action (CTA) buttons and their effective placement on websites. It recommends including CTAs on every page to drive visitors to the landing page. CTAs should have consistent keywords, grab attention, and be placed appropriately. The document also discusses testing CTA design elements like button text, color, and format through A/B or multivariable testing to identify the highest converting option. The goal is to increase sales, responses, and move visitors through the sales funnel.

1. THINKING ABOUT
the
CTA
Learn all you need
to know about the
CTAs
and the impact in
your performance as
#INBOUND
Passionate
Now is your turn…
FIND YOUR LIMITS
José L. Giráldez
Hunter of Customers &
Added Value Provider

2. Thank you page

3. CTA
A button or image placed on pages
with the sole purpose of driving visitors to your landing page

4. Action Oriented
 Consitent Keywords

(of Landing Page)
Attention Grabbing
Appropriate Placement
 CTA on every page
 Relevant to the content



5. Why not using a button?

6. Adds sense of “Actionability”
Multiple options

9. Product
Product
Product
Service
Service. Top of the funnel

10. Mobile Device

11. Mobile Device

12. BOFU
CUSTOMERS
TOFU
BOFU
TOFU
MOFU
BOFU
BOFU

13. CTA’s PLACEMENT
Homepage
• One educational, on the top of your homepage (top of the funnel )
• Another educational CTA elsewhere on your homepage (middle of the funnel )
• A final CTA on your homepage (a marketing qualified offer)
• All homepage CTAs should align with and be relevant to your customer personas
Blog Articles
• Every blog article should include at least one educational CTA (top of the funnel )
• Another CTA either within the article as a text-based CTA or at the end of the article
as an image-based CTA.
• Place one to three CTAs in the sidebar of your blog (Educational - top of the funnel )
Product / Service Pages
• Every product/service page should include two or more CTAs.
• One CTA should be educational, placed above the fold (top of the funnel )
• One CTA should be a marketing qualified offer.
• If the page is long, repeat these CTAs at intervals throughout the page.

14. On Homepage

15. Homepage

16. Homepage

17. Homepage

18. Homepage

19. Homepage

20. Product

21. Product

22. Service

23. Blog

24. Blog

25. A/B TESTING
• Page Placement
• Form:
• Field Names
• Buttons:
• Colors
• Size
• Form
• Copy
• Headline
• Image
• Captions on images
• Copy & Headline Font Size
• Positioning
• Type of offer:
• Ebook
• Consultation
• Webinar
•…

29. Multivariable Testing

33. Clear Winner:
95%
Confidence Score

34. Clear Winner:
16%
Increase in
Sales
Clear Winner:
19%
Increase in
# of responses

39. José L. Giráldez
Hunter of Customers
& Added Value provider
Athos-world
http://es.linkedin.com/pub/jose-l-giraldez/6/a08/0
GiraldezGo
+34 916419116
jose-madrid.es@googlemail.com
If you quit nobody will care, but you will always know it!!
Some of the graphics come from public documents or web sites, and have been used with the sole intention of
delivering the messsage There are no commercial purposes behind this document