Optimizing your CTAs for increased buyer conversion

By: Nicole Chin

We get what’s on your mind. And no, we don’t mean what you should have for lunch (tacos, if you’re wondering). If you’re among the many B2B marketing professionals who are looking to optimize their website for buyer conversion, you’re concerned about your conversion rate optimization (CRO). And it’s just as important to you as whether or not you should get your tacos with guac.

This is where calls-to-action (CTAs) come in. While CTAs are just one aspect of website optimization, they’re critical to the buyer journey and nurturing visitors, and can often be overlooked.  Most importantly, CTAs play a big role in keeping a visitor on your site – and can be what wins or loses a new prospect. That’s why you should keep these 4 steps in mind when optimizing your CTAs for increased buyer conversion.


1. Tier your CTAs

CTAs that are optimized for conversion support the buyer’s journey and give them the opportunity to engage with your content regardless of their funnel stage. After all, the buyer journey isn’t as simple or linear as we always presume, and tiered CTAs take that into consideration. Someone may read TOFU content, then MOFU, and then switch back to TOFU. Tiered CTAs facilitate this process by leading visitors to a variety of content, giving them a more meaningful digital experience.

In order to effectively optimize your CTAs for conversion, start with getting a better understanding of your pipeline challenges. Ask yourself questions like:

  • Does my website include CTAs that will progress the reader further down the funnel?
  • Is there one funnel stage I am prioritizing over others? (Hot tip: this is where a content audit would come in handy)
  • What are the highest-converting pages and content on my website? (This is a great place to start putting strategic CTAs)

Organize the CTAs on your site strategically. Allocate the right number to each funnel stage according to priority. When used well, CTAs can flag to you what stage your buyer is at and what kind of content or information they may need to advance to the next stage in the pipeline.

CTA optimization
CTAs by pipeline stage.
Stage 1 (TOFU) is when you want to attract and acquire visitors and prospects. Stage 2 (MOFU) is the stage in which you want to segment and qualify leads. Stage 3 (BOFU) is when you want to identify sales-ready leads.

Remember fighting over the last cookie as a kid? The same principle works here. The business that wins the deal is the one that acts first. CTAs are a key player in facilitating quick action on sales-ready leads. A CTA can signal to you who’s sales-ready and can help you identify and act on those sales-ready leads as quickly as possible.

CTA optimization
Salesforce showcases CTAs for visitors at different pipeline stages. Two CTAs are directed towards MOFU leads: “Watch demo(s)”, while “Take the tour” will catch the attention of TOFU visitors. On the top right, Salesforce maximizes prime real estate on their website that is focused on BOFU.


2. Make your CTAs stand out

You want your CTAs to be eye-catching. This is a crucial aspect of B2B website design best practices. Focus on location, visibility and color:

Location: Use multiple calls-to-action per page that are in prominent and visible places on your website. The top right corner has been a proven eye-magnet. Make sure you’re making the most of that prime real estate and use it to drive your top pipeline priority.

Visibility: Utilize empty space. Remove unnecessary clutter and make sure the CTA stands out when your visitor is scrolling down the page. Don’t bury it.

Color: Make your CTAs pop in accent colors that align with your brand guidelines. CTAs can appear alongside each other but they don’t have to compete for a visitor’s attention.

CTA optimization

Bonusly has done a great job of utilizing location, visibility and color on their landing page. A CTA addressing their top pipeline priority appears twice, one of which is highlighted in green, a key color in their brand scheme on the top right corner of the page. A CTA addressing a BOFU priority also appears in green. The page also utilizes empty space and faded background imagery, so that the CTAs are easy to see and are not bogged down by other distractions.


3. Low friction data capture

What’s easier, moving through Jell-O or just…not? Just like how you’d much rather launch your boat in water, make sure your website has minimal friction points. Eliminate rough or confusing points in the buyer journey, so it’s smooth sailing for your buyer.

This means eliminating distractions around the CTA like excessive writing (because we all know how much we love seeing walls of text) and too many form fields. Keep forms short and simple by only asking for required information first, and progressively collecting additional information in digestible chunks. Once they fill in one form, you can focus on finding out more details about your prospect for targeted communication. This way, buyers don’t have anything slowing them down when they go to hit that CTA button.

Finally, follow through. Nobody likes false advertising. Make sure that when your buyer reads your CTA, it’s crystal clear what’s going to happen next. When they click a button that says “Play Video”, it should do exactly that! If your visitor is frustrated, that’s going to create friction.

CTA optimization

Hubspot’s gated content only asks for essential pieces of information. This eliminates hesitation. Their visitor is more likely to click that button because they haven’t had to fill unnecessary fields that would add friction.


4. “Choose your own adventure” buyer pathways

Let’s be real, nothing is more exciting than being the hero of your own adventure. There’s a reason why those “Choose Your Own Adventure” books had have such an appeal. They’re personalized and the reader is in control. Don’t want to die for the third time in a row? Try again! When customization happens, people become invested. And this practice can be applied to your B2B website to improve your buyer conversion.

Tailoring your buyer’s experience to their needs and pains can reap big wins and bring them further down the pipeline. Tiered calls-to-action accomplish this by customizing the user experience and bringing more content that reflects their interests. These actions signal valuable information such as where your visitor is in the pipeline and what their specific interests are.

CTAs can lead your visitors to choose their own buyer pathway and can provide multiple options after reading a piece of your content. This minimizes dead ends and keeps them on your site. The more they read, the more they get to know about your company and your services. And that nurtures them to that next pipeline stage. There are lots of different ways to apply this depending on your company’s capacity and capability.

1. Organize your landing page based on buyer pain-points with CTAs that lead and nurture visitors through dynamic content.

2. Add a thank you page when your visitor downloads a piece of content and offer suggested content based on that download.

3. Got limited tech capabilities? You can still customize and maximize your visitor’s experience. Link your content to specific categories, so it’s easy for visitors to find. Some personalization is better than none. Create a resource center if you don’t have the capabilities for sophisticated CTAs.

CTA optimization
This may be a B2C example, but it still applies! Amazon utilizes CTAs to encourage visitors to stay on the site by inviting visitors to read free samples, add the product to their wish list, or to buy the product now. Not only that, but other products based on the visitor’s interests, past searches, or based on the page they are on also appear on the page. There are lots of things on this page to keep the visitor interested in what Amazon has to offer and you can do the same for your B2B business.

CTAs can play a large role in ensuring your website is optimized for buyer conversion. Utilize these four key tenets and see better buyer conversion results on your website.


About Brainrider

Brainrider understands what you want to do with your business and where you want to go. We’re not just any B2B marketing agency. We’re part of your marketing team. Brainrider has the tactical expertise to scale, plan and execute your dream strategy and make it better. Start here.



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Nicole Chin

Nicole Chin

Content Marketing Specialist

Nicole has extensive experience creating content for businesses within a wide range of industries. Her passion for content includes her own writing projects which have been published by House of Anansi Press and magazines like Quill & Quire and Room. Her work has appeared in the anthology, The Unpublished City, which was a finalist for the Toronto Book Awards. At Brainrider, Nicole is part of the Sales & Marketing team, developing and writing engaging content with a focus on helping B2B companies identify areas of growth and providing solutions for continuous improvement.