Performance Marketing Archives - acronym

How to Ensure your CTA Delivers

By Design, UX No Comments

A call to action (CTA) is one of the most important aspects of any marketing campaign. When done right, your CTA guides your visitors to take a meaningful step – whether that be a direct sale, a registration, downloading a piece of content, or becoming a new lead. Each CTA on your site should be well-placed, well-thought out, and well-executed to produce the desired results.

What Are CTAs and Why Are They important?

Without a CTA, there is no clearly defined action for your targeted customer to take and no way to measure the success of your content or campaign.

  • CTAs can be hyperlinked texts or buttons that lead to some sort of conversion.
Example: CTA as Linked Text
  • CTAs can incentivize a user to engage with a page, a product, a video, etc. if the button or link has compelling copy.
  • CTA placement, color, and copy can and should be A/B tested to ensure the greatest ROI possible.

How and where should CTAs be used on a website?

Too many CTAs can be overwhelming, and they lose their value. You always want to opt for quality over quantity.

  • Pick a primary CTA – this is the CTA that will hold the most value and will appear the most across the website and/or page.
Example: Primary CTA
  • Use bright and bold colors (as you brand’s design guidelines permit) for buttons. For example, the colors red, orange, yellow or white – depending on background, brand, and overall page design – can be be-catching.
Example: CTA Button on the Hero Image
  • Always place a CTA (and preferably a button) at the top of the page, or as we call it, in or near the “hero image.” If you cannot place the CTA on the “hero,” ensure you place it “above the fold” or “above the scroll.” You don’t want your customer to have to search for it. 
Example: CTA Above The Fold
  • The hero CTA should be the highest value conversion. If a form submission is the ultimate conversion for a page, then the CTA should link to the form, open a form lightbox, or direct the user to a form below.
  • CTAs should be used to give the user an option to do “more” once they are ready to stop browsing. i.e. – they’re ready to view a product(s) or they’re ready to download more info. Depending on the page, some users may look for CTAs that will help the contact someone for further assistance.
  • Always use action words in your CTA. These can include “Download,” “Buy Now,” “View More,” “Learn More,” etc.
  • For short-form pages, such as campaign landing pages or email landing pages, we typically only see 2-3 CTAs. If the page is short and doesn’t require any scrolling, recommend using only 2: one in the header, and one in the body. This ensures those on mobile see the header CTA first, and those on desktop can see both upon page load.
  • For longform pages, like SEO pages that have a lot of information and a long scroll depth, we typically recommend you include a sticky footer with an incentivizing tag line and a CTA button; include a CTA in the header, if it makes sense and break up long sections of copy with CTA buttons. This is important because it gives the user an opportunity to convert as they consume the information.

How should CTAs change to better serve mobile users?

  • CTA buttons on mobile should be centered to the screen.
  • Sticky footers are strongly encouraged – especially for longer pages.
Example: CTA as Sticky Footer
  • You can leverage more CTA buttons (as long as they make sense and aren’t overwhelming) if a sticky footer isn’t available.
  • CTA buttons should not redirect the users to a new page. It’s preferred for the CTA to open a pop-up or lightbox instead.

If you’d like assistance ensuring your CTAs are effective, contact us today, we are happy to help.

POV by: Maria Vera, Manager, CRO and UX

How-To Plan for SEO, Paid Media, & Social Media Success on #NationalPlanner Day

By Paid Media, Paid Search, SEO, Social Media, Uncategorized No Comments

Benjamin Franklin once said, “by failing to plan, you are planning to fail.”

We believe that to be a self-evident truth. After all, effective planning is the foundation of success. So, in honor of #NationalPlannerDay, some of Acronym’s group leaders are sharing their top three tips for effective planning across your SEO, paid media and social media programs.


1. Structured Data  

Marking up your content and having structured data is the best way for Google to find that content fast. Structured data gives your content to Search Engines in a way they can understand it in real time, as opposed to waiting and hoping that the bots find your content. 

This saves both bandwidth and time.  It is also important to understand Search Engines are playing a ‘long game’ with structured data as it enables a far more efficient way to effectively answer a search query with a personalized and factual set of results. This is called ‘data retrieval’ versus the traditional and time-consuming exercise of ‘information retrieval’.

2. Voice Search and Task Completions

Search will transcend mediums yet again in the very near future. Like the meteoric trajectory we saw with the mobile device type revolution, where the preference swapped from desktop to mobile driven search, text-based search will soon be surpassed by Voice Driven Search with more results sets being of the audible variety.

Being prepared for this future of Voice means creating resourceful dynamic experiences that not only solve for the micro-moment but also personify your brand to the customer, creating lasting affinities into the next frontier of Digital.

Critical steps to take now include creating Actions for the Google Assistant and Skills for Amazon’s Alexa. Voice assistants represent a powerful application of Voice search and represent one of the leading behavioral influencing sources for quickly moving consumers off text search and into Voice. Soon Voice assistants will be able to complete tasks and you should be ready for that moment.

3. Creating Content for 5G  

Be prepared for 5G. 5G will speed up and change the content experience allowing new and innovative ways to connect with customers.

Hyper-personalized content delivery, high-bandwidth digital experiences, faster websites will ensure the CX is exceptional. It’s also predicted that the usage of ad blockers will go down, allowing advertisers to serve ads effectively.

Digital will evolve from 2D to 3D, and interactive and live content will become the norm.

3 STEPS FOR PAID MEDIA – Gregg Manias, SVP, Performance Media

1. Establish Parameters for the Plan

Begin by defining the overall objective you want to achieve and the specific conversion goals to demonstrate success. You also want to determine the timing of the campaign and consider the opportunities and challenges inherent in that timing. Also, plan for the frequency of the message within that timing.

Next, you need to understand who the target audience is and examine their online behaviors and media preferences.

Finally, determine your overall budget and KPIs as this will drive the spend allocation and metrics for success.

2. Analysis Historical Performance & Research Landscape

After defining the parameters, you should review past media performance at every possible level to understand how it has traditionally performed. When you’re running ads online, you have to know what you’re spending your money on, and which ads are delivering the results you need.

This will help determine what needs to be changed to achieve the new goals based on where you’ve seen success in the past.

From there, you want to research the category landscape, target audiences, and all data and insights available to you.

3. Identify Proper Media Mix Tied to Parameters

After taking the learnings from historical plans and research, you want to create an integrated media plan that ties back to all the parameters.

It’s important not to throw money at every shiny new channel. Remember that each media channel you use might obtain a single objective from the parameter.

For example, YouTube might be used to capture a younger audience in the awareness stage, while Bing might be used to capture demand from an older demographic who use a desktop device.

So, be sure you know what each channel offers in terms of the target audience and types of engagements within each media opportunity.

3 STEPS FOR SOCIAL MEDIA SUCCESS – Mary Sutter, Director, Social Media

1. Use Social Listening to Stay Relevant With Social Trends

By listening to your target audience online and paying attention to the topics that most interest them, you can deliver organic content that meets their needs.

It can be very easy to believe you already know what your target audience wants from your brand(s). But, social media audiences, conversations and opportunities change constantly. So, listening to your target audience and even to your competitors can give you an edge in your content planning.

There are a number of terrific tools that enable you to follow the topics, issues, concerns and trends that matter to your target audience. We recommend Sprout Social as a terrific Social Listening and planning tool.

2. Utilize a Social Media Calendar to Stay Organized, But Be Flexible for Timely Posts

We all know content calendars are a useful way ensure you consistently deliver compelling content that addresses all key messages and product positions.

But, it’s also important to allow for spontaneous content that leverages memorable moments in time and/or allows you to include your brand in trending conversations.

There is something amazing about ‘spontaneity’, especially on social media.

People love it because it’s authentic. It’s not produced. It’s real. It just comes out of the moment. Of course, you want to ensure your in-the-moment content remains “on-brand.” Spontaneity in social media works when it’s still relevant to your audience. Don’t just jump on any bandwagon. Be selective as you mix spontaneity with planned content.

3. Track & Analyze Your Content To Determine What Works & What Doesn’t.

Too often, brands take a set-it-and-forget-it approach to social media. But, this could result in putting time and resources behind content that doesn’t deliver engagement or click-through.

It’s imperative you review the social media analytics (tied to your specific KPIs) so you focus on the content types that truly connect with your customers.

If you would like assistance with your planning process in Search, Paid Media, Paid and Organic Social Media or Business Analytics, please contact us today. In the meantime, Happy #NationalPlannerDay!