There is no question: Marketers understand the importance of creating quality content in their lead generation: According to the Content Marketing Institute, the average B2B marketer allocates 28% of their total marketing budget for content marketing. 53% of marketers say blog content creation is their top inbound marketing priority. (Source)
However, if you are spending so much energy, money, and time on creating quality content every month, shouldn't you make sure that your content actually converts into leads?
Today's marketers don't have a card blanche anymore. They are held accountable by their CMOs and CFOs to show a measurable return on investment! The sales teams are asking for a service level agreement between them and marketing to garantee a certain number of warm prospects for them to follow up with.
Yet, the single biigest oversight that I see on company blogs today is the lack of a well-designed and optimized call to action - the very thing that allows visitors to take the next step, raise their hand to indicate interest, and download a resource.
A/B Testing Allows You To Quickly & Easily Optimize Your Call-To-Action Buttons
The simplest and most effective way to measure the performance of your CTA buttons is your Clicck-Through-Rate. Once you identify poor-performing ones, you can use A/B testing to test different variations and zoom into peak performaning ones.
Eventhough, creating an A/B test takes only a few minutes, only 44% of marketers employ A/B testing to measure the effectiveness of their work. Shouldn't be more 100%? Why wouldn't you check if a green button performs better then a red, yellow of blue button? The answer is simple: Many marketers think of A/B Testing of something highly technical.
Not only because of the technical sounding name that often scares off a lot of marketers — but also because of the results that you might find. They are afraid that they will have to fight an uphill battle to learn a new tool and methodology.
So, instead of going into a whole technical how-to tutorial or a "why your really should use A/B Testing to find the most effective CTA buttons" rant, I thought I would share with you three real stories that CTA buttons would tell you if they could talk: