Will improving CTAs based on site visitors' intent increase effective leads?
Posted: Wed Dec 04, 2024 6:29 am
For B2B marketers who are responsible for acquiring leads and MQLs, improving the conversion rate (CVR) of their website is an important issue. One aspect of this that is often overlooked is "optimizing the call to action (CTA) . "
While at first glance optimizing your CTAs may not seem like it will have a huge impact on your lead generation, it can actually be the key to increasing the number of leads you generate.
In this article, we'll take a closer look at how your CTA microcopy can help maximize the number of qualified leads your website receives by reflecting the visitor's intent .
We will introduce practical steps such as the importance of microcopy, specific design points, and procedures for verifying effectiveness, and finally introduce improvement methods based on success stories.
I believe this information can be used not only job seekers phone number list to improve CTAs but also to improve websites in general, so I hope you will find it useful as a reference for your marketing strategies.
>> Learn more about our website creation support services for BtoB companies <<
table of contents
The role and effectiveness of CTA microcopy
1. What is Microcopy?
2. The effect of optimizing microcopy in CTA
Steps for optimizing your CTA microcopy
1. Clarify the purpose of the policy
2. Identify site visitor intent through research
3. Use research findings to inform your CTA and microcopy
Organizing the facts and formulating an initial hypothesis
4. Design and conduct A/B tests
1) Set the purpose of the A/B test
2. Consider microcopy for your CTA that supports your hypothesis
3) Set monitoring indicators for A/B testing
4. Conduct A/B testing
5. Check the test results
An example of how improving CTA based on site visitor intent increased effective leads
summary
The role and effectiveness of CTA microcopy
1. What is Microcopy?
" Microcopy " refers to short pieces of text within a website or application.
Specifically, this includes text used for button labels, form field descriptions, error messages, etc.
Although these texts are short, they play an important role in clearly showing users what action to take next and providing support for their operation.
In particular, microcopy for CTAs can have a huge impact on generating leads by determining whether or not a site visitor clicks on the button, such as requesting information or requesting a demo.
2. The effect of optimizing microcopy in CTA
Generally, CTA (call to action) is often explained as meaning "guiding website visitors to take an intended conversion action," but I think this is half right and half wrong.
This is because to maximize the effectiveness of a CTA, you need to accurately understand the intent of your site visitors and appeal to them in a way that matches that intent. In other words, you need to provide what your site visitors want, not just what is convenient for you.
For example, which of the following CTAs is more likely to be clicked by a visitor whose intent is to "know pricing plans"?
Download the materials now
Here is a document that explains the pricing plan in detail:
Although both of them guide the visitor to the action of requesting information, which shows our intention to "request information," from experience, option ② is more consistent with the visitor's intention, so the CTA click rate tends to be higher. Also, if the form pass rate is the same, option ② is more likely to have a higher CVR.
The difference in site visitor behavior (clicks and conversions) that results from this difference in text can be said to be the "effect of microcopy optimization in CTAs."
Steps for optimizing your CTA microcopy
1. Clarify the purpose of the policy
First, it is necessary to clarify the purpose of the campaign. Then, narrow down the CTAs that should be improved as a priority.
Below is an example.
the purpose Examples of CTAs that could be improved
Increase qualified leads Trial, demo application, quotation request, document request, inquiry
Increase cold lead acquisition with mid- to long-term nurturing as a premise Subscribe to our email newsletter, download useful materials, and apply for webinars
Improve company and brand image and promote understanding of services Read blog articles, download case studies, follow on social media
Once you have clarified your objectives and narrowed down the CTAs that need to be improved, the next step is to conduct research to develop hypotheses and understand the intent and interests of your site visitors.
2. Identify site visitor intent through research
In order to improve the CVR of your CTA, it is necessary to accurately understand the intent of your website visitors.
Understanding what information website visitors are looking for through research is an essential process not only for CTA design and microcopy, but also for website information design and content development.
Research methods include the following. Choose one based on your project's time frame, budget, and goals.
While at first glance optimizing your CTAs may not seem like it will have a huge impact on your lead generation, it can actually be the key to increasing the number of leads you generate.
In this article, we'll take a closer look at how your CTA microcopy can help maximize the number of qualified leads your website receives by reflecting the visitor's intent .
We will introduce practical steps such as the importance of microcopy, specific design points, and procedures for verifying effectiveness, and finally introduce improvement methods based on success stories.
I believe this information can be used not only job seekers phone number list to improve CTAs but also to improve websites in general, so I hope you will find it useful as a reference for your marketing strategies.
>> Learn more about our website creation support services for BtoB companies <<
table of contents
The role and effectiveness of CTA microcopy
1. What is Microcopy?
2. The effect of optimizing microcopy in CTA
Steps for optimizing your CTA microcopy
1. Clarify the purpose of the policy
2. Identify site visitor intent through research
3. Use research findings to inform your CTA and microcopy
Organizing the facts and formulating an initial hypothesis
4. Design and conduct A/B tests
1) Set the purpose of the A/B test
2. Consider microcopy for your CTA that supports your hypothesis
3) Set monitoring indicators for A/B testing
4. Conduct A/B testing
5. Check the test results
An example of how improving CTA based on site visitor intent increased effective leads
summary
The role and effectiveness of CTA microcopy
1. What is Microcopy?
" Microcopy " refers to short pieces of text within a website or application.
Specifically, this includes text used for button labels, form field descriptions, error messages, etc.
Although these texts are short, they play an important role in clearly showing users what action to take next and providing support for their operation.
In particular, microcopy for CTAs can have a huge impact on generating leads by determining whether or not a site visitor clicks on the button, such as requesting information or requesting a demo.
2. The effect of optimizing microcopy in CTA
Generally, CTA (call to action) is often explained as meaning "guiding website visitors to take an intended conversion action," but I think this is half right and half wrong.
This is because to maximize the effectiveness of a CTA, you need to accurately understand the intent of your site visitors and appeal to them in a way that matches that intent. In other words, you need to provide what your site visitors want, not just what is convenient for you.
For example, which of the following CTAs is more likely to be clicked by a visitor whose intent is to "know pricing plans"?
Download the materials now
Here is a document that explains the pricing plan in detail:
Although both of them guide the visitor to the action of requesting information, which shows our intention to "request information," from experience, option ② is more consistent with the visitor's intention, so the CTA click rate tends to be higher. Also, if the form pass rate is the same, option ② is more likely to have a higher CVR.
The difference in site visitor behavior (clicks and conversions) that results from this difference in text can be said to be the "effect of microcopy optimization in CTAs."
Steps for optimizing your CTA microcopy
1. Clarify the purpose of the policy
First, it is necessary to clarify the purpose of the campaign. Then, narrow down the CTAs that should be improved as a priority.
Below is an example.
the purpose Examples of CTAs that could be improved
Increase qualified leads Trial, demo application, quotation request, document request, inquiry
Increase cold lead acquisition with mid- to long-term nurturing as a premise Subscribe to our email newsletter, download useful materials, and apply for webinars
Improve company and brand image and promote understanding of services Read blog articles, download case studies, follow on social media
Once you have clarified your objectives and narrowed down the CTAs that need to be improved, the next step is to conduct research to develop hypotheses and understand the intent and interests of your site visitors.
2. Identify site visitor intent through research
In order to improve the CVR of your CTA, it is necessary to accurately understand the intent of your website visitors.
Understanding what information website visitors are looking for through research is an essential process not only for CTA design and microcopy, but also for website information design and content development.
Research methods include the following. Choose one based on your project's time frame, budget, and goals.