Skip to main content

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
John Bonini

By John Bonini

Nov 6, 2014


Lead Generation
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Lead Generation

Are Your CTAs Competing With Each Other & Hurting Conversions?

John Bonini

By John Bonini

Nov 6, 2014

Are Your CTAs Competing With Each Other & Hurting Conversions?

cta-conversion-rates-1I’ve always found it curious that, as marketers, our default mindset is always to do more.

More traffic. More leads. More tweets. More blog posts. More conversion opportunities. 

At some point, however, the savvy marketer takes a step back and asks, “is ‘more' actually helping?” 

Conversion rate optimization is far more complex than simply doing more of anything. 

There are many factors at work. And sometimes these factors can work against each other, creating friction that negatively impacts your conversion rates. 

And that's where our story begins...

Are your calls-to-action competing with each other?

Earlier this week – as I do pretty frequently – I measured the engagement our homepage receives using CrazyEgg

CrazyEgg is a web analysis tool that allows marketers to measure click and scroll behavior on their websites. 

(I re-upload our homepage into CrazyEgg pretty often, clearing any previous data, as any change to the page – no matter how slight – can greatly affect the results.)

But this time I decided to measure if any of our homepage calls-to-action were competing with each other and hurting our conversion rates, most namely our “What We Do” and “Why Us?” buttons in the main header. 

According to CrazyEgg, while the What We Do button receives 3% more clicks, the difference turns out to be negligible. So for arguments sake, we’ll call them even. 


Next, I decided to check which of the two pages has assisted more leads this year. 

Conversion assists are any pages viewed on your website by a prospect immediately prior to them converting to a lead. 

Using HubSpot’s Sources tool I created a “recipe” to measure which of our pages convert the most leads. 


Next, I pinpointed the two pages each of the main buttons in our header points to. While they receive almost the same amount of clicks, the difference in lead assists couldn’t be more pronounced. 


The What We Do button assisted 885 leads, while our Why Us? button assisted 340. 

So let’s rewind for a second. Our homepage features two prominent calls-to-action beneath the main value proposition to lead visitors to. 

(After all, the main purpose of a homepage is to get people off the damn homepage.)

Our thinking was we wanted people to know what we do and why they should hire us to do it. Pretty simple. 

But the What We Do button assists and converts 160% more leads. 



So why are we purposely dividing people’s attention between two buttons that convert at drastically different rates? 

Our CTAs are essentially competing against each other. We’d be better served having only one call-to-action in the header and leaving the Why Us page listed in the navigation bar as it is now. (Stay tuned for that.)

Now you might be thinking, “wouldn’t this hurt the user experience? Why not let them decide where to go.” 

Conversions are the biggest determining factor that the user is finding value in what they're viewing. Think about it, how willingly do you give out your email address? It’s the holy grail of online currency. 

The fact that one page converts 160% more people means it’s providing greater value. 

It’s a win-win. We need to get out of the way and direct people to the pages they’re finding greater value in, and in the process, increase our conversions. 

…by doing less. 

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Should You Still Gate Your Content in 2024?

October 5, 2023
John Becker John Becker

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours in 2023

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

Why Your “Read More” CTA May Be A Conversion Killer (& 12 Better Options)

March 5, 2020
Ramona Sukhraj Ramona Sukhraj

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee