Should a Web Page Have a Single CTA?


Does adding multiple CTAs to your web pages just confuse your users? That’s a heavily debated question in the digital design space.Some web designers believe that multiple CTAs give visitors more choice on how they convert. Others feel that leads can only handle a single CTA at a time without getting overwhelmed and abandoning ship.So, what’s the truth?Well, that depends. Every consumer has unique browsing habits, and different people act uniquely depending on the situation. That means that how you choose to use CTAs will depend on a lot of different things, including the client you’re working with.While it’s true that multiple CTA buttons could lead to decision paralysis for leads, there’s also a chance that an extra CTA could keep someone moving further down the buying funnel if they’re not yet ready to purchase.Perhaps the question isn’t “Should a web page have a single CTA?” but “When and why should a web page have just one CTA?” Defining the Marketing Call to ActionLet’s start simple, by looking at what a CTA actually is.A call to action is a button or link that tells the user on your website what to do next.When a potential customer scrolls to the bottom of your landing page or home page, they might see a CTA telling them to “Create an Account”, “Buy Now”, or “Download Here”. CTAs are all about one thing: action.The mystorytime.com website simply uses the CTA “Start” on its homepage:Regardless of the end goal of your CTA, the goal is always to drive conversions. For instance, you might be encouraging:Awareness: “Learn More”, “Find out how”Consideration: “Download Now”Decision: “Contact us”, “Book a Demo”Retention: “Become a Member”, “Sign up Now”Advocacy: “Share your Thoughts”The most important thing to remember about CTAs is that every one of your marketing assets should have one. Without a CTA, you’re not pushing your customers to the next stage in their buying journey – which means that you have a roadblock on your path to conversions.Think of it this way, WordStream found that a single CTA in an email increases clicks by 371%, and sales by up to 1617%. You want those kind of results for your web pages too! Different Web Pages Require Different Numbers of CTAJust because every web page should have a CTA, doesn’t mean that it’s a good idea to use the same strategy for everything.Each asset in your digital portfolio, from your home pages to your landing pages plays a role in the customer journey. While some assets, like your homepage, need to give your audience members plenty of choice, others should be as focused as possible.Let’s look at how many CTAs are appropriate for the different pages on your website.Homepage CTAsA homepage is going to have multiple CTAs because it’s the first page introducing customers to your brand and whatever you have to offer.The people who visit a company or client’s homepage won’t necessarily have a single goal in mind. Some of them will want to learn more about a brand, while others will want to check out your client’s products.Take a look at the King and Mcgaw homepage, for instance, there are plenty of options to click on:With a homepage, you want to give customers as much freedom as possible. They’re at a stage in their buyer journey where they don’t want to be pushed into a single decision.Sure, some customers might arrive on your website and decide to immediately buy something, but it’s not likely. Give leads a chance to enter a journey of nurturing with your client business before you push them into doing too much, too fast.Product Page CTAsMost product pages will…

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