How A Three-Option Call-To-Action Button Might Transform Inbound Marketing Conversion Strategy
I want to preface this blog article with a disclaimer: This is an untested idea.
I often share my thoughts and theories in this blog, allowing readers to take the ideas and do with them what they want. It's one of the advantages of being a subscriber and being part of the progressive inbound marketing community.
This is one of those articles. So, if you’re expecting a ton of research data, you’re going to have to wait a few more months.
Instead, here’s an idea that could change the way we manage conversions across all website properties. It’s simple: Why give people only one option when presented with a chance to convert?
Consider the scenario. You’re reading a page on a website, and it has an interesting offer. But, your options are to take it or leave it: Click or don’t click. Then you get to the landing page, and you’re presented with a similar offer: Fill out the form and get the material, or don’t. One or the other. A or B. No options in between.
I was thinking: What if someone isn’t sure or doesn’t feel safe enough with your company to download the material in exchange for their personal contact information? Could there be a way to capture that and then work with this person accordingly? It seems like something we could figure out.
Introducing CTA3PO, or as I like to refer to it: Call-To-Action 3 Prospective Options. Instead of click or don’t click, here are three options.
- Option 1 – I want the whitepaper, and I’m comfortable clicking and sharing my contact information with you.
- Option 2 – I want the whitepaper, but I’m not comfortable sharing my contact information with you.
- Option 3 – Thanks, but no thanks. Your content didn’t resonate with me enough.
You give your visitors three options rather than one, and each takes them to a different page with a slightly different story.
- Option 1 – This is a fairly straightforward and traditional landing page. After all, they want the information and said they’ll complete our form to get it. Easy, right?
- Option 2 – They need more convincing, so instead of the standard landing page, this one offers a long excerpt from the whitepaper. They can read some of it to see if it’s what they want before sharing their information. Perhaps we give them the opportunity to give their feedback on the material if it doesn’t get them to convert. What were they looking for that we didn’t deliver? Interesting, right?
- Option 3 – Instead of ignoring these visitors (like we do now) when they don’t convert (which is the majority of people), we attempt to find out what they are looking for, what didn’t look good about our offer and what would have gotten them to convert. Perhaps this gives us an opportunity to get to know these people better and tailor some additional content for them in a more personal way. The options appear to be unlimited here.
Projected Performance Improvement
What is most interesting to me about the CTA3PO strategy is that we very aggressively move from a 20-40% conversion rate on the page to what should be an 80-90% conversion rate. Not everyone will want to participate in our impromptu survey. That is kind of what we’re doing here. We are attempting to get some feedback so we can do better next time or offer them something they DO want.
Think about the data we would receive from visitors and the improvement in engagement rates across your websites. Instead of seeing pages with 100 visitors convert at 30% and generate 30 leads (remember, we’re talking about landing pages, not home pages), you’d be getting 80 to 90 leads from these pages.
Multiply this across an appropriate set of landing pages on your website and you could be looking at a 3x improvement in lead generation, with no additional increase in site visitors needed to achieve this dramatic increase.
Do The Strategy And Thinking Upfront
This approach definitely requires extra strategy and planning work. The setup of nurturing and workflows needed to support this visitor path through your site would be more complicated, but the overall site experience would get exponentially more personal for those people who are still looking for information.
Plus, you’d get invaluable marketing intelligence on what they want, the questions they have, their thought process and their concerns, and you’d know exactly how to deliver on those unanswered issues. You would be able to nurture them differently, and you could be more proactive in helping them move through their buyer journey on their terms, not yours.
They’d feel engaged, they’d feel heard and they’d get the remarkable experience on your website that we talk about regularly.
Now, I stated that we haven’t tested this idea yet, but we are going to test it, and soon. Stay tuned, as you know I like to share information on what we’re up to in the inbound marketing lab at Square 2 Marketing. As soon as I have something to share, I’ll post it here.
Start Today Tip – If you like the idea of trying a new methodology around conversion, you’ll want to set up your own test project. Find a landing page and a CTA button or offer that are underperforming. Make sure that page has enough visitor traffic to make it interesting. Benchmark the performance of the offer and the page. That means CTA click data and landing page conversion data. Create the assets, including the new buttons, the new landing pages and any workflow copy that needs to be created. Implement the new pages and give the test enough time to gain enough visitors to make the data accurate. I’m not sure that it needs to be statistically relevant, but 10 views isn’t enough. I would think somewhere between 300 and 500 is reasonable to consider it an accurate test. If the test produces positive results, roll it out everywhere. If not, you need to do more testing.
I’ll keep you posted, you keep me posted and we’ll all get better at inbound!
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