While working with a client recently, we noticed that they were seeing high numbers of traffic to their blog posts but not as many CTA clicks and conversions as we’d like. We felt that we were following all of the typical CTA best practices including a variety of CTAs for different stages of the journey and on various topics, smart CTAs, CTAs that stood out on the website, and so forth.
However, conversions still seemed slightly stalled, and we knew we could do more. So, we looked a bit closer at the analytics and found that the time on page was a little low – likely too low to actually be finishing the blog posts in their entirety and seeing our closing CTAs. This is pretty common in our content-rich world; people scan and then move on.
So, we decided to try something different that I’ve seen work for other businesses before which was the addition of an “above the fold” text CTA to every blog post. These types of CTAs look like actual text hyperlinks but are indeed CTAs that can deliver all the analytics of a typical CTA. They are placed higher on the page (typically right after the first paragraph or so) to ensure they are seen before someone leaves that page. Since adding these CTAs to this client’s blog posts – we’ve seen a dramatic increase in their click-through rates, and lead conversions, which is a big win overall for such a small change.
Below we’ve outlined a few best practices when using this tactic:
- Keep the text simple and short (ideally one sentence).
- Keep it relevant to the context of the article.
- Keep it TOFU (top-of-the-funnel) and educational.
- Make it actionable with language that calls them to action (like “Read more about this topic with our ____ Guide”).
- Test and optimize so that you can find the right fit for your audience.
- Don’t force it if it’s not a good fit for that topic or article.
This is just one small tactic that you can try to increase your visitor to lead conversion rates on your blog articles. We’d seen it work time and time again, and the small increase can start to really add up if you are publishing consistently and have decent traffic coming in.