A/B test your CTAs

One of the simplest experiments you can run on a marketing site is an A/B test on your CTAs, like links or buttons. Try out different label text (e.g. “get a demo” vs. “book a demo”) and alternate designs (e.g. red vs. blue buttons) and see which ones result in the most clicks.

Subtle changes in text can have a big impact, enticing users to click. Also, colour plays a big role - sometimes, deliberately adding contrast with a brightly coloured CTA can grab a user’s attention, rather than a less obvious CTA that might get overlooked.

As with all A/B testing, make sure you set your experiment up with a hypothesis that you’re looking to prove or disprove with your experiment, go in with an open mind, and listen to the results. Your gut might lead you towards a red CTA but if blue performs better then the results speak for themselves!