When you log in to Facebook, the content you searched on Google or the content you most enjoyed online was customized and served up to you. We have seen the same behavior on Amazon, where we get recommendations based on our previous search or purchase.
Your visitors expect the same personalized experience on your website and on your CTAs as well.
In this post, we’ll talk about personalized CTAs vs normal CTAs. How to tailor your content and will show you some data on calls-to-action.
There are mainly three types of CTAs
Basic CTA is a CTA that is the same for every visitor and doesn’t change based on the visitor’s attributes.
Multivariate CTA is a kind of basic CTAs but instead of only one CTA, two or more CTAs are being tested against one another. A database is evenly split to each variation, then on the basis of conversion, you can determine which one is better.
Smart CTA are tailored as per individual persona/ behavior. There are numerous factors you can choose like location, language, preferences, income, and much more.
As per Hubspot research personalized (smart), CTAs convert 202% better than basic (normal) CTAs.
Personalized Calls to Action
Personalized CTAs perform much better than basic CTAs because you are serving them the content of their interest and knowledge.
You should always try to use smart CTAs on your blog post and website. For example, you have a visitor who is new to you and your brand and is interested in your product, you should show a CTA of a tutorial of your product or a documentary page where they can learn about the product and all affiliated things. For any existing lead/customer, you can design a separate CTA offering advanced learning or free tool.
Blogs and websites cater to multiple audiences at the same time and you cannot customize your website according to every visitor. Therefore, you should put customized CTAs on your website and blogs.
Now that we know the importance of personalized calls to action and how it is better than basic CTAs, let’s talk about how to design it.
How to personalize CTA
Before start designing, you should have a clear picture of your audience and how you are going to target them. But it depends on the data or information you have about your audience and what are the possibilities with the tool that you’re using. The more tailored you create a CTA for your visitor, the better will be the result.
Let’s take an example of a yoga institute, ideal CTAs could be:
Visitor CTAs: 5 reason why you should start practicing yoga
Lead CTAs: After yoga do’s and don’ts
Write Relevant Copy of CTA
Provide something valuable through your CTA to your audience. It should be action-oriented because you’re creating this button for your audience so you should be as specific and as to the point as possible.
If they don’t see anything valuable they are not going to click. Just using a simple text like ‘submit’ won’t help you in conversion. The visitor generally doesn’t click if your CTA button is too generic.
Instead, make the action more valuable and personal so that they are more likely to click on it.
Link the CTA to the proper page
After you’re done with building CTA and uploaded it, make sure to link it to your page. If you want to know how many people click on the link, you can check it through google analytics or through your email marketing or marketing automation tool.
Make sure the content on the page is clear, educates the visitors, and encourages them to take action. Otherwise, all the effort which you have put on the CTA will go into vain. Your page has to be relevant and audience-oriented to optimize the CTA.
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