Call To Action vs Conversion Rate Optimisation

Roll Out A Red Carpet...

In 2020, there’s really no right or wrong way in attracting visitors to your site, but the first rule is that it has to welcome you.

It’s the same when you visit a local store in your city; whether if it is in London, Sheffield or Edinburgh, you want to feel welcome and that they appreciate you coming in, even if it's for a browse.

With a site, one should make you feel that they appreciate your mouse cursor hovering over your website, ready to click on the other pages there. But it should follow a couple of methods, at the least, to convert some visitors into customers.

As with lead generation, here are two other examples that can really help optimise a site with its visitors to better understand a business.

we explore two methods that can really help optimise a website and help to convert more visitors into customers

CTA (Call to Actions)

This is a direct way of inviting visitors to engage in your content. It’s most commonly in the form of a link or a button, where it will ask a potential lead to ‘take action’ by clicking the link in question.

But even though it’s a small method, the appearance of it is what matters. It has to stand out from the rest of content being displayed; whether if the font is in bold, or aligned differently, it needs to catch their eye, otherwise, they’ve easily missed the CTA. It also can’t be distracting, so if it’s a red/orange hover button from the mid-2000s on a website, it’s unlikely to appeal. Have it stand out but still relevant to the language and design of the site.

There are usually no more than 5 words when using CTA, and these are usually:

● Click Here

● Read More

● Book Now

Pop-Ups are also an example of CTA, but as they’re now attached with the stigma of being ‘spam’ from the days of Internet Explorer 6, they’re not used as much as they were now, to the relief of many.

But, the three examples can’t simply be copied and pasted to a section of the site. They have to have relevance that relates to the content in question. If it’s on a blog, then ‘Read More’ or ‘Subscribe Now’ can make a bigger impact than ‘Continue’ or 'Click Here for More’.

Make it relevant, make it welcoming.

CRO (Conversion Rate Optimisation)

This method is more in-depth than CTA, where certain pages on sites are designed to convert visitors into customers before they depart.

At Callnow, we want to show all visitors, new or existing, of who we are, what we offer, and how we work behind the scenes. So we want everyone to understand what Callnow can offer you.

But the main three pages of any website for CRO are usually:

Landing Pages

This will usually be the first impression for many who have found you through a search engine or social media site. These pages will usually have a design for visitors to take action in the form of a contact form, or a chatbot offering their services.


This is a fantastic way of communicating to potential customers, where links, polls, or even an invitation to an ebook can turn a visitor into a customer, while also increasing their knowledge of the brand.


A lot of visitors simply want to get to the point when they’re looking for a service, so a pricing page can help alleviate this. A simple design with the right copy can go a long way to converting visitors into customers.

In essence, a whole website can be a CRO, but without the right design, the right font, and the right copy, it can turn away more visitors than it can attract. So getting the right, consistent theme for the site is crucial in using CRO to the best of its ability.

As with most products, iteration is key in making sure that visitors know that the site they’re visiting has a simple message, has a reason for why they do what they do, and how it can benefit not just them, but the business as well. Which is why we do what we do; for our Sales Team to help with implementing our ‘callback’ feature in the best way that fits a business, otherwise it doesn’t make sense to a site-visitor.

CTA and CRO are effective methods, but it is only half of the effort. The other is having a well-thought-out plan of how the language will be given to the visitor, and how it will benefit them.

So how will you do it?

By Jamie Brown