Rightsized CTAs For Each Buying Stage

Thomas MaremaaGrowth Marketing Manager

What you’ll learn
What you’ll need
The Problem
The Hypothesis
The Solution
1 — Analyze website traffic to see how different groups of visitors are converting on your site
2 — Conduct research with your target audience
3 — Test out your hypotheses
The Impact

What you’ll learn

How to write CTAs to match a visitor's stage of funnel
How to remove cognitive friction to get visitors to take action

What you’ll need

Historical data about your conversion rates
A web personalization platform that allows for audience segmentation

Share this playbook

The Problem

The Hypothesis

The Solution

The Impact

This CTA change led to a 30% increase in site-wide leads. After seeing the success of the CTA change on the homepage, the team implemented this for all “awareness stage” visitors to every CTA sitewide including on landing pages for their paid campaigns, where they were investing heavily.

Experiments like these have caught the attention of the entire Brex team, even their CFO. Thomas explains: “At Brex, marketing rolls up to the CFO. It's very numbers-focused and we want ROI. When we have good experiments like this one where we see big lifts, we share them on Slack. Our CFO is the first one to cheer for us.”

Share this playbook