First, make sure all your blog posts include a CTA. If not all of them do, skip to Win #9. If all your blog posts have CTAs—great! You can get started optimizing with the steps below.
Note the current conversion rate for the group of blog posts identified in Win #4.
It’s important to log the current conversion rate so that you can measure the impact of any changes you make.
Make one change to each CTA.
This part is crucial. If you change more than one element, it can be hard to pinpoint which change affected the results. For this reason, we strongly recommend changing only one thing at a time.
Here are some examples of changes you could make to a CTA:
- Changing the text
- Switching up the color, design, or size
- Adding additional CTAs on the page
Measure the results of the change.
After one week, check the new conversion rate. If the conversion rate has increased, it means your change did its job! If the conversion rate went down, however, keep experimenting with other changes until you get the results you’re after.
Repeat this process until you’re happy with the results.
To find more opportunities for optimization, check out Win #6. You’ll learn how to find the common paths that blog (and other content) readers take on their way to convert.