Does anyone click the top CTA on your landing page?
I was making some changes to my landing page, and it got me thinking about the purpose of the giant CTA button in the hero below the page title. Lots of people seem to have it (myself included, incidentally) – but does anyone ever click that?
Most people aren't ready to buy or sign up after reading the title and subtitle, right? Wouldn't the space better utilised by something that would spark interest to scroll down?
Are there other reasons to have a CTA in the hero?
If you have a top-of-page CTA & HotJar on your site, do people convert using that button? Do you ever click the top one when signing up for things?
Pardon me if this is a silly question!
At Tractific we have twice as many clicks to the top cta as to the bottom cta. I’ve also never found myself clicking a bottom cta on any landing page. Technically, the bottom cta attracts more “qualified” leads, which means a higher percentage of those who click on it will actually sign up, but I haven’t field-tested that yet.
Interesting! Thanks for sharing.
Great observation, I had the same question in mind. I haven't really tested it yet, but I guess a top CTA strengthens the chances of the bottom CTA being clicked. The top CTA gave your visitors a choice "To Proceed or Not To Proceed".
They make this choice in their minds in a few microseconds. Most of it can be subconscious. But when they scroll down and see the same CTA again, they are more likely to click on it. It solidifies the actions. I am talking about the psychological aspects here. Not sure about the actual results, though.
A Hotjar would be a better guide here. But one valuable advice that I learned from @olly was that you should be using the same CTA throughout your landing page.
I believe that's highly valuable and may result in better conversions.
Right, so it basically sets the expectation from the beginning. Even before they read the page, the user knows that if they like what they see, the action they'll be expected to take will be "TRY IT FREE" or "SCHEDULE CALL" or whatever is your CTA.
Let’s pretend it gets 0% clicks for second, it still would be useful if it gives context. With hero’s you try to use as few words as possible to explain what you do and why. That’s partly why CTAs like “learn more” are weak. “Schedule demo” or “purchase ebook” or “subscribe to newsletter” help solidify what’s being offered or useful.
But to the bigger picture, keep in mind, not every CTA is the last step of a funnel. CTAs should inspire the next obvious step, like providing an email in exchange for a freebie, download, discount, or trial.
That's a good point!
Everyone loves my CTA, but its not a signup button. It's an interactive email address checker. Cant say I have lots of signups though.
I've been thinking of targeting the developer niche more by making it an interactive code box instead of a text field, but that might put off other audiences.
https://isitarealemail.com/
A demo right in the hero is really cool!
Maybe you could have two tabs there – "try our web UI" or "try our API". The second one would show the API call in the terminal?