Calls to actions (CTAs) are an important element of website optimisation. However, sometimes CTA testing appears to be the default strategy for optimising web pages. This may be based upon the assumption that a web page is largely optimized, but whatever the reason it is guaranteed to lead to a sub-optimal website.
Firstly no webpage is ever fully optimal, however much you test it. The target is continually moving as visitor behaviour changes over time, competitors launch new offers or improve their websites. Technological developments may disrupt the market and new products or services result in a constantly changing landscape.
But most importantly website optimisation needs to begin with your visitors and your value proposition. Before evaluating your CTAs you need to understand what your visitors are looking for and how your value proposition can help meet their explicit (category specific) and implicit (psychological) goals. Explicit goals, such as quality or style of merchandise, tend to be the more rational and conscious motivators that visitors articulate when evaluating which sites they will consider. However, implicit or psychological goals, such as excitement or security, are important because these allow brands to differentiate themselves and generate an emotional response from customers. If a site wants optimise relevancy then it has to connect with visitors at both of these levels.
Next you need to align your website goals with your business goals and prioritize your goals to determine your key conversion optimisation objective. Your conversion optimisation goals should be as closely related to revenue generators as possible. Examples include:
To implement a conversion strategy you should also ensure:
When you have established a truly comprehensive conversion optimisation strategy your CTAs tests will become a small, but important element of your testing program. Finally, be bold and have fun with your experiments.
Thank you for reading my post.
Further reading: You Should Test That! by Chris Goward (@chrisgoward); Landing Page Optimization by Rich Page (@richpage), Tim Ash (@tim_ash), and Maura Ginty; Website Optimization - An Hour A Day by Rich Page (@richpage); Your Customer Creation Equation by Brian Massey (@bmassey); Brainfluence by Roger Dooley (@rogerdooley); Decoded by Phil Barden (@philbarden)