Our latest webinar was all about Call-To-Actions (CTAs), specifically how to create and integrate them to drive more conversions.

Speaker and cloud.IQ Marketing Director, Kath Pay, presented A LOT of great tips, advice and best practise examples – too many to cover in this post. So read on for a few highlights, the recorded webinar and presentation slides, jam-packed with juicy conversion driving must-knows! 

Kath kicked off by stressing the importance of understanding your audience and how they engage with you. Then you can take the tips and advice provided in the webinar and adapt them to suit your business and customers. 

Watch the webinar below or read on for the highlights... 


  • Right time, right place: Make sure your CTA is in a logical part of the customer journey, in a place where your customers are thinking about taking the next action. This might sound obvious but many get it wrong.
  • Test location: The exact on page placement of your CTA is key. Simply moving your CTA from the bottom to the middle of a page can drive a significant uplift in conversion.
  • Keep it clean: Don’t give user’s too many options. You need to be very clear of the intended next step or required action. Otherwise, your customers will get confused and leave sharpish.
  • Shape and size: The shape of your CTA button can make a difference. Some tests have shown that using a rounded edge on a CTA button has delivered stronger conversion.
  • Make it punchy: Your CTA's need to stand out. Design for conversion first, rather than for aesthetics. They should of course be consistent with your brand look and feel, but shouldn't compromise the main aim - action.
  • Compelling copy: Think about the language you use when asking people to take action. Use a human driven CTA like ‘Send me’ or ‘Get’, rather than a process driven CTA like ‘Submit’ – no one likes to ‘submit’. Lead with the user benefit to drive an uplift. Using persuasive verbs in the copy helps to lead your customers towards the CTA action.
  • Use chevrons >> The arrows combined with a verb indicate and reinforce the action, encouraging conversion.
  • Visual cues: An implicit visual cue through imagery also drives the user towards the intended action – using line of sight to support the CTA is especially powerful.
  • Tweak and learn: Make small changes that drive incremental improvements. Over time you will see each small tweaks to your CTA’s add up to deliver a significant improvement in conversion.

Ongoing testing to find the optimum combination of variations that work for your business and customers, is very important, along with measuring the metrics that matter. In one example, Kath illustrates that the word ‘Buy’ delivered the highest click through rate, but not the most conversions. Be clear on your goal and make sure you test your CTA approach in line with clear KPI’s.

These insights from Kath are just the tip of the iceberg, you can watch the full recorded webinar here and the webinar presentation on slideshare below for the full lowdown.  

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