Measuring CTA results
The four metrics
Section titled “The four metrics”| Metric | Meaning |
|---|---|
| Impressions | number of times the CTA was submitted |
| Clicks | number of activations by visitors |
| CTR | percentage of impressions that produced a click |
| Conversions | actions considered as a result, including a submission of a linked form |
Read the numbers
Section titled “Read the numbers”Many impressions, few clicks
Section titled “Many impressions, few clicks”Check:
- the wording;
- the relevance of the rule;
- consistency between demand and action;
- destination;
- the presence of competing CTA.
Clicks, few conversions
Section titled “Clicks, few conversions”Check:
- the length of the form;
- mandatory fields;
- validation errors;
- the operation of the destination;
- the promise made by the wording.
No impression
Section titled “No impression”Test keywords, intentions and URLs. Also check that CTA is available for the right site.
Method of improvement
Section titled “Method of improvement”- choose an CTA and a period;
- identify the main loss point;
- Edit a single item;
- restart a test;
- Compare with the previous period.
Example: improve a quote CTA
Section titled “Example: improve a quote CTA”IfDemander un devisgets a lot of impressions but few clicks, keep the period and change only its wording, for exampleRecevoir mon devis. Then replay a test conversation and compare the RTC.
If the clicks increase but the conversions remain low, review the form: mandatory field, validation, length and success message. The metrics indicate the loss point; they do not alone explain the commercial quality of the lead.