How a Dynamic Call-to-action can Boost Conversions
Creating a relevant, intuitive, and engaging user experience for your site's visitors is a sure-fire way to increase conversions.
Specifically, you need the ability to make compelling offers to the right visitor at the right time, and to accomplish that, you'll need to tailor your messaging and the visitor experience dynamically.
The principles at play here are logical.
However, from a practical standpoint, this is easier said than done – even for agency professionals with the resources to make it happen.
In this article, we'll share some of the ways you can use a dynamic call to action to deliver a better user experience and boost conversions.
Before we begin, though, let's take a look at what call-to-action personalisation is.
What Is CTA Personalisation?
Call-to-action (CTAs) are text links, buttons, or images that prompt visitors to take some sort of action.
For instance, you might create a CTA to encourage visitors to download your free e-book, sign up for your email newsletter, register for an event you're organising, book an appointment, follow you on social media, or get in touch with you for a quote.
There are three general buckets of CTAs that you can use on your website:
The Static CTA. This is a standard call-to-action that doesn't change based on the person accessing the site, time of day or any other factor. In other words, it remains the same for every visitor.
The Multivariate CTA. During A/B testing, two (or more) basic CTAs are created to see which one performs better for a specific conversion goal. Traffic to the website is split evenly to test each variation.
The Dynamic CTA. These are smart, personalised CTAs that are based on the attributes – such as the browser, device and location – of the visitor.
CTA personalisation involves creating a dynamic call-to-action that is based on individual visitors' attributes.
These may include the browsers they use, where they're located, which device they are using to access the website, what time it is, what they've done on your site in the past, the referral source, or whether they're customers or leads.
Studies indicate that personalised call-to-actions convert 202% better than basic CTAs.
Now that we have a good understanding of what CTA personalisation is and why you should use dynamic call-to-actions, let's step through some of the ways you can use them to generate user engagement and boost conversions.
4 Ways You Can Use a Dynamic call-to-action to Boost Conversions
The benefits of using a dynamic call-to-action are hard to deny.
The good news is that, as a web designer, there are many different ways you can use compelling, personalised CTAs to encourage visitors to act on your conversion goal.
1 – Make Personalised Recommendations
Unlike basic CTAs, you're able to use dynamic CTAs to display different offers to different visitors.
This is also vastly different from multivariate CTAs since you're not splitting traffic evenly to each CTA variation.
Instead, you're essentially assessing the visitor's interests and needs when they land on your site and displaying the CTA that's most relevant to them.
You can do this based on many factors such as the visitor's browsing history, which device they're using, or their demographics.
Let's look at an example.
If a visitor lands on your restaurant site on Valentine's Day, you can configure your dynamic CTAs to display a notification bar that prompts the visitor to make a dinner reservation for two.
When visitors see offers that are relevant to them, they're more likely to act on your conversion goal.
The Duda platform, for example, enables agency designers and digital marketers to build dynamic CTAs into their websites that make personalised recommendations based on what time the visitor lands on the site, their location, and which pages they've visited.
So, if a visitor landed on your website between lunch hours, you could set up a rule to display the lunchtime menu.
Putting the lunchtime menu in front of visitors during lunch hours is a great way to encourage them to place an order.
2 – Offer Special Discounts to First-Time Visitors
Giving first-time visitors a compelling reason to engage with your brand is one of the best ways to boost conversions and increase sales.
The best part is that there are many different ways you can go about doing this.
For example, you might offer free shipping, 10% off on the first order, or a free gift.
Regardless of whether you're selling physical products, digital goods, or services, offering special discounts or coupons to first-time visitors just might be the nudge they need to convert into a paying customer.
Check out how Everlane handles this in the screenshot below.
By harnessing the power of a dynamic call-to-action, you can make enticing offers to visitors who land on your website, checkout page, or product page after clicking on a unique link from a marketing campaign you're running.
Here's an example.
Let's say you've partnered with an influencer in your niche to promote your SaaS application.
You could use dynamic calls-to-action in this scenario to offer new visitors a special discount.
Whenever a prospective customer clicks on the unique link from your marketing campaign URL and lands on your website, they'll see a special sale pop-up that directly relates to the campaign they were viewing and makes a compelling offer.
The pop-up might say something like, “Limited time offer: 25% off for [Influencer's Name] followers!”
In this way, you're able to improve your digital marketing efforts through customised, personalised messaging, without having to create dedicated landing pages for every marketing initiative.
In other words, you're able to do more with less.
3 – Display Click-to-Call Buttons During Business Hours
One of the key benefits of effective dynamic CTA implementation is that you can segment traffic based on the device visitors are using to access your site and deliver an outstanding user experience.
Consider this example.
If a visitor accesses your website using a mobile device during regular business hours, you could set up a trigger to display click-to-call buttons in place of your contact form.
It's much easier (and more intuitive) for prospective customers to place a call and get the information they're looking for rather than fill out a contact form using their mobile device.
Simply put, missing out on a sale (or maybe even a loyal brand advocate) by not considering the device they use to access your site is easily preventable.
The easier you make it for prospective customers to get in touch with you, the more likely you are to convert them to paying customers.
Once you've developed an understanding of what sorts of interactions your site's visitors would benefit from the most, you can use dynamic CTAs to deliver more value and ultimately increase conversions.
4 – Ask Repeat Visitors to Sign Up for Your Newsletter
When people land on your website more than once, they're expressing interest in what you have to offer.
This is an excellent opportunity to encourage them to sign up for your weekly email newsletter without being too intrusive.
If you were to add a popup asking people to subscribe upon their first visit, then you'd likely only turn them off.
Sometimes, designers and marketers set their ‘subscribe' CTAs to appear before visitors even have a chance to check out the content on the page, a significant UX faux pas.
Here's what RippedBody's homepage looks like above the fold, for example.
Using a dynamic call-to-action, you might consider setting up a rule that identifies repeat visitors and prompts them to sign up for your newsletter.
In this way, you're able to increase sign-ups, and your site's visitors can stay up-to-date with news, upcoming events, blog posts, or special offers. It's a win-win.
You can use slide-in email sign up forms, pop-ups, or notification bars to captivate the visitor's attention and encourage them to sign up for your newsletter.
To take things further, you might consider displaying relevant messaging with your newsletter sign up form that lets visitors know how they'll benefit by signing up.
For example, you might say something like, “Sign up for our weekly newsletter and never miss another amazing offer!”
Your clients' website visitors expect a personalised user experience as they browse.
With a dynamic call-to-action, you're able to deliver more personalised user experiences, guide visitors down the funnel, and encourage them to act on conversion goals.
Let's quickly recap some of the different ways you can use dynamic calls-to-action in your web design projects:
Making relevant, personalised recommendations based on the visitor's location, time of day, and the device can help you increase conversions.
Offering special discounts to first-time visitors encourages them to engage with your brand and ultimately become paying customers.
Displaying click-to-call buttons for mobile users allows you to deliver an enhanced user experience.
Asking repeat visitors to sign up for your newsletter will help you increase subscribers and keep visitors informed and up-to-date.