Inbound marketers are the first to tell you that calls-to-action, or CTAs, are your secret weapon. Whether you’re looking to increase traffic, conversions, leads, or sales -- CTAs are the gateways to visitor action on your website.
It's true, and it makes sense, but you've gotta back up your claims with evidence. We've provided a convenient list of CTA inbound marketing statistics that demonstrate the power of CTAs.
An effective CTA can increase conversions for your business, and there are plenty of sources with the stats to prove it.
For example, according to BNP Engage:
If you’re convinced that CTAs do, in fact, work, then let’s take it a step further. It’s not just a matter of slapping down a CTA and watching the conversions come in; there’s strategy involved when it comes to placement, phrasing and more. Here are some CTA statistics that’ll encourage you to be more strategic with your calls to action.
Grow & Convert conducted research on conversion rate estimates for CTAs for email capture forms depending on its location on a given page. They found the following ranges for these popular types of CTA placements:
|
Type of CTA |
What It Is |
Estimated Conversion % |
|
Sidebar |
A vertical column on the side of a webpage |
0.5% – 1.5% |
|
Generic, End-of-Post |
A CTA that follows the end of the text |
0.5% – 1.5% |
|
Pop-Ups |
A CTA that appears as its own window suddenly, often covering a page’s content |
1% – 8% |
|
Sliders |
A popup CTA that slides onto the bottom corner of the screen |
1% – 5% |
|
Bars |
A narrow bar typically spanning the width of the screen |
1% – 5% |
|
Welcome Gates |
A CTA that appears before a user can see the content of the page they clicked on, welcoming them to the site |
10% – 25% |
|
Feature Box |
Similar to a welcome gate, CTA appears upon arriving to a page, often leading to a homepage or landing page |
3% – 9% |
Key Takeaway: Think about running an A/B test analyzing which types of CTAs in certain locations on the page are most impactful to users.
When Social Times added social media sharing buttons to its emails, the result was a 158% increase in clickthrough rate (CTR).
Key Takeaway: This key metric can help you understand whether or not your CTA is resonating with your target audience. According to Google, to calculate CTR, divide the number of clicks on your ad by the amount of times it's shown.
Archive Social increased their CTR by 101% by moving their primary CTA into a prominent position above the fold and differentiating colors (VWO).
Key Takeaway: Consider adding brighter colors and placing it at the top of the page, leading to less scrolling for the user and a more intuitive user experience (UX).
According to a study by the same source, reducing clutter around their CTA increased Open Mile's conversion rate by 232%.
Key Takeaway: Provide the least amount of distraction for your users, and let your CTA take the main stage.
Including numerous offers on your landing pages reduces conversions by 266% (GMP).
Key Takeaway: Avoid overwhelming your readers – give them only one clear path to take.
The same source from GMP found that landing page conversions drop when personal questions are asked.
Key Takeaway: If possible, limit information requests to only what you need to qualify a lead. You can run several A/B tests to pinpoint which personal information request might be rubbing readers the wrong way.
Personalized CTAs convert 202% more visitors into leads than untargeted CTAs (HubSpot).
Key Takeaway: Make sure your CTA appeals specifically to your buyer persona, and meets them at the right stage in their journey.
The same source highlights research found by Nomad Cooks, a private chef website. The site found that addressing doubt alongside their CTA helped reduce hesitancy and increase conversions by as much as 124%.
Key Takeaway: If you’ve received customer feedback with specific concerns, consider calling them out and reassuring your audience that the purchase is a wise, safe one.
Neil Patel found that users prefer to learn about the offer before clicking a CTA – placing his CTA above the fold decreased conversions by 17% (QuickSprout).
Key Takeaway: That said, don’t be surprised if a CTA above the fold doesn’t bring higher conversions. It might make more sense for your buyer persona to need a bit more context before clicking through.
Another study conducted by the same source found that changing CTA design by adding a photo of the desired product led to a 28% jump in conversions.
Key Takeaway: If readers aren’t sure what they’re buying when they’re clicking on it, they’re less likely to click through. Consider including the image of your product in your CTA to make it crystal clear what you’re signing up for or buying.
According to Medium.com, creating a sense of urgency in your CTA creates 332% higher conversion rates.
Key Takeaway: Send the message that time is running out on an offer, and play on your readers’ FOMO (fear of missing out).
The same source claims that incorporating action words into your CTAs can increase conversion rates by as much as 121%.
Key Takeaway: If you’re trying to get signups for a big trade show, use phrases like “Sign Up Now” or “Reserve My Seat” instead of “Trade Show 2025” to act quickly and resonate with your audience.
From your buyer persona to your industry-specific standards, only you will truly know what can work best for your business. Developing a successful CTA requires knowledge of what works, A/B testing to determine what works for you, and a willingness to experiment with new techniques.
The good news is, with these inbound marketing statistics, you now have a wealth of options to try out and see if they generate more leads!
(Editor's Note: this post was originally published on March 10, 2016, and was recently updated.)