In marketing, Call to Action (CTA) motivates the prospects to make a purchase or buy service. It is a way to make them click on the buy button.

MOZ’s Sean Martin has shared four tips to improve CTA based on aCTA psychoanalysis study [SaaS]. He has also shared three CTA-based case studies.

Martin says, “To truly optimize your individual paid campaigns, you should get far more granular with your CRO. This will include taking your actual value proposition under investigation. Here are a few questions you may want to ask yourself regarding the psychology of your landing page and CTA:

  • Where is my user in the buyer’s journey?
  • Are they in the right stage for this conversion?
  • Is what we are offering convenient/valuable enough?
  • Does our offer align with the information we’re asking for?

You’d be surprised how often your CTA issue is offer-related as well as copy-related. Too many marketing managers are focusing on fixing their landing page copy, when they should be asking their CMOs to consider changing what they offer in the first place”.

3 B2B Case Studies That Prove the Power of CTAs


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