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Effective CTAs: How the thought sequence of a call-to-action affects landing page performance

Marketing

Effective CTAs: How the thought sequence of a call-to-action affects landing page performance

At the surface level, you may think effective conversion rate optimization is focused on moving people from a banner ad to a page or from a link on the homepage to your landing page. But truly effective conversion optimization focuses on optimizing your customer’s thought sequence.

This means that, as a marketer, you must attempt to understand and answer the questions that are being asked in your customer’s mind while visiting your webpage. Each time you provide a satisfying answer, you receive a micro-yes [1]. You continue to lead the customer from one small yes to the next small yes until you achieve your goal — the macro yes, or the final call-to-action (CTA).

In this Quick Win Clinic, Flint McGlaughlin optimizes a landing page for Marriage Helper [2], a marriage counseling company offering an online course to help save marriages. The CTA on this training course landing page is in a prominent position but fails to achieve significant conversion because the micro-yes sequence is being ignored.

Watch the video to make sure you are not making the same mistake on your own webpages and to learn how to maximize the response rate to your call-to-action.

[3]

References

  1. ^ micro-yes (marketingexperiments.com)
  2. ^ Marriage Helper (www.marriagehelper.com)
  3. ^ (marketingexperiments.com)
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