A will then be offered document B or a software

Unbounce has shown that the proliferation of clickable links tends to create confusion among Internet users, and that landing pages that focus the visitor's attention on a single CTA are more effective. Thus, the conversion rate tends to decrease as more CTAs are added to the page: Source: Unbounce “Smart” CTAs It is also possible to create “smart” CTAs, the content of which varies automatically depending on the Internet user’s situation: type of device used to connect, country and language, stage of the purchasing journey, etc.

For example, a visitor who returns to your website after downloading document demonstration. The same goes for the Internet user who has already registered for a webinar from Chile Email List their desktop computer and who, by returning to the same page from their smartphone, will be offered something else. According toHubSpot, “smart” CTAs convert % more visitors than others.



Do some testing! The best way to know if a CTA is effective is to measure its performance by testing it in real conditions – because not all Internet users react in the same way. To do this, you can carry out A/B tests to evaluate the effectiveness of a call-to-action with your target audiences. This mechanism allows you to test different variations in design, typography, format, location, etc.