Optimizing your CTA on Marketing Campaign Landing Pages

by | May 1, 2020 | Content Marketing, Digital Marketing, Interactive Marketing

You offer an appealing, in-demand product, have robust support and opt-ins and forge real connections with prospects, but it just isn’t performing.

If you’re effectively leading prospects to your landing page, but then losing them, your CTA could be to blame. A poor CTA is as bad as no CTA at all; comparing your page visits with your conversions could reveal that you have a Call to Action problem.

A poorly optimized CTA can derail your efforts and cause you to waste some of your precious marketing budget. The lower your conversion rate is, the more visitors you’ll need to attract. Optimizing your CTA on every one of your landing pages can boost your conversion rates and allow you to make the most of every lead you generate.

Check your current CTA against the list below to make sure your offer is in the right place, uses the right language and is irresistible to readers.


10 Ways to Optimize your Landing Page CTA

Create a Button

Your offer needs to be easy to spot, so an inline link or subtle line of text won’t work. Instead, your call to action needs to be a button that stands out from the background of the page. According to CrazyEgg, using a button instead of a simple link is essential if you want users to actually move forward. Your button should be large enough to see clearly and there should be no mistaking its purpose for best results. Simply replacing plain text with a button can have a significant impact on your conversions, so if you’re not using a button on your landing page, boost your results by adding one now.

Make it Clickable

According to Neil Patel, the actual button used to respond to your offer has a huge impact on your overall success. Ideally, your button will attract attention, be easy to read and above all, be easily clickable. The clickability of your button has a direct bearing on your site’s user-friendliness, and even a motivated prospect won’t keep trying if it fails to work the first time.

Clickability is particularly important for mobile device users; your button should be large enough to be seen on a mobile phone screen and easily clickable using a tablet or phone. If your button can’t be clicked or is tough to find, many prospects won’t bother to seek it out. Optimize your button and make sure it stands out, clearly defines your offer and is responsive when clicked.

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Location, Location, Location

When you create a landing page, you choose from two options for your CTA location. You can place it above the fold or below the fold. “Above the fold” simply means on the top of the page, before a user would have to scroll down. “Below the fold” is the opposite–at the very bottom of the page, following relevant content, details and testimonials.

In general, an above the fold placement is ideal for a simple, straightforward offer; if you have a longer, more detailed landing page, the below the fold model is often more successful.

While both placements can be effective, one may work better for your brand than another.

A/B testing will reveal which location is right for your particular offer.

Use Active Language

According to Hubspot, one of the most effective strategies uses active language to direct readers to take a specific action. “Sign Up”, “Start Now” and “Join Now” are short, sweet and to the point. They’re also likely to encourage users to click over from your landing page to your actual signup page or cart. Short, actionable text gets right to the point and ensures your reader isn’t distracted from the main purpose of your page.

Right or Left?

Most people skim and read web pages using a similar pattern, according to researchers from the Neilson/Norman Group.  Most of us read headlines and content in an “F” shaped pattern, paying attention to text at the top of the page and other content as the page is skimmed. This is true on both traditional computer screens and on mobile devices; in this case, the size of the screen doesn’t change the skimming pattern. Because of this, a right-sided placement is often best for a CTA. This is why many brands position both CTAs and menu options along the right-hand side of a page; they’ll get more attention in this high impact area. Test out your CTA on the right and the left sides to see if your target prospects have a preference for one side of the page or the other and you’ll know which orientation is best for your brand.


Solo CTAs are Best

Your landing page should have a single, solitary goal: to persuade the reader to take a specific action. Because of this, there should be only one action to take on the page. Ideally, your landing page will have just a single option for readers–your CTA.

When you add multiple links to different offers, other pages or even your social networks, you risk having your prospect bounce away from your landing page before they even see your offer.

When your CTA is the only option on your page and the only link away, your conversions won’t be diluted by other options.

Stick to one CTA per page to get the best results for your offer, even if it’s tempting to add more details or give your prospect more opportunities.

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Choose the Right Color

Is there one magic hue, or one standard “right” color that will skyrocket your conversion rates? While this would be nice, there isn’t a one size fits all solution for color. The right button color for your brand is the one that appeals to your targeted demographic best–and that stands out from the rest of your page. Some of the most commonly used colors include the primaries; bright red, blue and yellow are all attention getters and popular choices for landing page CTAs.

Contrast for Extra Clicks

Your prospects need to be able to see your button before they can click it. Your button color should stand out from the background and be very easy to spot. This is the place to use a high contrast color to capture attention.

You can use a bright color on a light background or a light color button against a dark or black background; the color itself doesn’t matter as much as the user’s ability to see it.

“Claim your Freebie”

Offering an opt-in or free item can help increase the number of conversions your landing page makes. Indicate your offer in text and create a button that takes users right to the signup area. In order to claim, users simply click. Like all landing page offers, the “start your free trial” or “download your free guide” works best when it’s the only active button or option on the page.

Netflix uses this method successfully to get users to launch a free trial, that later automatically converts to a full, paid subscription. Netflix also uses a bright red button to attract attention and match their branding–this also helps boost conversions.

Direct Eye Flow

While most visitors will start with the “F” shaped pattern described above, you can help attract attention to your CTA button with some leading graphics. Like signs on a highway, these additions or focal points can help direct eyes right where you want them to go. Your direction graphics can be subtle or obvious, they simply need to lead the viewer’s eyes to your CTA button.

The simplest way to direct eyes to your offer is to use an arrow—one that points directly to your CTA button. If this seems to overt for your brand, use the other graphics on the page to lead the eye to your offer. Your image could include a literal path photo (if it relates to your page), people looking or pointing at the offer or even a frame or white space around the button. Any of these will draw the eye and ensure your CTA is seen.


From capturing attention using color, location and graphic additions to honing your focus in on a single offer in the form of a button, the decisions you make will impact your landing page results. If you’re concerned about your current conversion rate, review your landing page with each of the above points in mind and A/B test the ones that seem to be most relevant for your brand.

Since simple changes can have a significant impact on your results, it’s worth exploring your landing page results and checking the results of even minor changes. Not sure if your landing page setup is where it should be? We can help you create a compelling approach that visitors won’t be able to resist or an entire campaign that takes your brand to the next level. Get in touch today to learn more and to take the first step towards a higher conversion rate.

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