The power of a call to action

Every day we’re exposed to calls to actions: ‘contact us’ buttons, ‘register now’ and the infamous ‘click here’ links. When used properly, calls to actions (CTAs) can help increase conversions. Let’s take a look at how recruiters Aspire Resourcing improved conversions by over 350% on their job vacancy pages.

Below is Aspire Resourcing’s original job vacancy page. As with any web project, there was a difference of opinion. To funnel users through to the contact us page, there was a request to keep the right hand side clear of CTAs. What we were left with was a job vacancy and no easy way to get in touch on the page. Surely that can’t be right?

This is where multivariate testing comes into play. Multivariate testing allows us to test different components of a web page to see which components give the best results.

The result

Here, we carried out a test using tailored contact forms. Each form was specific to its job post, making it more personal to the user. Wording was kept as user friendly as possible (‘enquire now’ instead of ‘submit’) and valuing privacy copy was also inserted.

After leaving Google Optimizer to its testing wizardry, what we’re left with are results showing a 363% increase in job enquiries!

This test might not be rocket science, but it shows how even testing the simplest of things can have a dramatic improvement in your conversions.