Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How Does CTA Placement Affect Conversion Rates? [Data]

How Does CTA Placement Affect Conversion Rates? [Data] Blog Feature

July 8th, 2013 min read

In order for your calls-to-action to effectively drive prospects and generate conversions, it’s critical that your understanding of what works – and why – is both thorough and ongoing.

This is especially true today, as mobile technology and the Internet have fostered somewhat of an attention deficit environment amongconsumers.  This means it’s even more important that your CTAs are optimized for success.

So…how exactly do you do that?

While there’s no set formula for ensuring your next CTA is killer, there’s certain trends and data that make the potential for your CTAs much greater simply by being aware they exist.

That’s what our aim is here, to provide you with the information that’ll allow you to analyze and make adjustments of your own.

Placement of Your Calls-to-Action

The following data was taken from calls-to-action with at least 100,000 views.

When it comes to the placement of CTAs, many Marketing Directors and Managers make decisions based off instinct of “their gut.”

Leave the gut instincts to bookies and third base coaches. The success of any CTA in regards to its placement is scientific, not instinctive.

Banner

Based on our study, banner CTAs – whether at the top of a blog page or any other page of the website – had an extremely low click rate of 0.6%.

It should be noted however, that the click-to-submission rate was 40.4%. So while there are very few visitors clicking the CTA, almost half the ones that do convert on the subsequent landing page.

Many companies rely greatly on these, as they seem an obvious choice to generate a high volume of clicks. However, due to search engine advertisements, many users are so used to expecting an ad that they simply skip the very top of your web pages.

This is referred to as “banner blindness,” and will directly impact the success of any call-to-action.

Takeaway:

As you can see, your visitors are more drawn to the content of your page rather than any banner image or CTA that precedes that. It’s the content they're after. You also haven’t given them time to digest your content yet, so any banner CTA is falling on deaf ears.

Below Blog Post

Calls-to-action placed below blog content was by far the big winner in our study. Not only did below post CTAs have a 3.2% click rate, but they also boasted an impressive 62.1% click-to-submission rate.

This should come as no surprise, as any website visitor who is willing to complete an article obviously has greater interest. Also, as any successful marketer will tell you, tailoring the below post CTA with one relevant to the subsequent content greatly increases the likelihood of a click through.

Takeaway:

Start featuring more CTAs below every published blog post. More importantly, be sure whatever offer your CTA is promoting relates to the content it follows.

Sidebar

This one came somewhat as a surprise. We found that calls-to-action located on the sidebar of a web page had a measly 0.2% click through rate.

And while the click-to-submission rate was a healthy 46.6%, this is certainly a case where the ends don’t justify the means. If only 2 out of every one thousand visitors click the CTA, the submission rate is inconsequential.

Takeaway:

Don’t rely too heavily on a sidebar CTA. However, play around with different variations to see what can work for you and your industry. Adjust content and visuals frequently in order to test their performance.

Homepage

Here’s where it gets tricky. While our study concluded that homepage CTAs generate a 1.7% click rate, this can be significant dependent on the volume of traffic your homepage is generating.

(It also depends on what the CTA is promoting. If only 1.7% are clicking through on an ebook? Eh. However, if 1.7% of visitors are clicking through to an assessment, that could be big.)

Takeaway:

Depending on the volume of traffic your homepage is generating, as well as how advanced the offer your CTA is promoting is, could very well mean it’s prime real estate for lead generation.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE