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How to leverage calls to action to simultaneously improve user experience and conversions
Journal of Brand Strategy,
8
(1),
58-69
(2019)
Abstract
This paper analyses digital call-to-action (CTA) strategies cross-industry organisations can use to improve their customers’ experiences and boost their own conversions. The examples provided can help marketing professionals learn how to prepare and execute data-driven CTA strategies to successfully reach the right people at the right time with digital content and simultaneously help them achieve conversion goals. Through thoughtful research, real-world examples and data analysis, this paper explores how organisations can formulate an effective user experience strategy to maximise conversions and enhance customer experience.
Keywords: conversions; digital strategy; customer journey; user experience; call-to-action; optimisation
The full article is available to subscribers to the journal.
Author's Biography
Mariah Obiedzinski is Director of Content Services at Statmats, where she leads a team of conversion-centred digital strategists. She has a decade of content marketing experience, including editing, ghostwriting and news reporting. She is recognised nationally in the content marketing industry and is a two-time presenter at the Content Marketing World conference.
Kelsey Guetschow is an Executive Strategist. With over a decade working in the healthcare, technology and marketing industries, Kelsey brings a depth of experience, fresh perspective and passion for ‘getting it right’ for her clients and customers. She uses data to support, change or redirect assumptions about user experience.
