Low clickthrough rate on CTAs is easily the most common problem we hear about from our customers’ websites. In short, it means you’re getting people to the landing page, but they aren’t clicking where you want them to.
How to Identify It
When you look at a heatmap report for your landing page, you ideally want to see yellow or white on your CTA. If you’re seeing blue or no color at all, that tells you very few people are clicking on that element.
In this screenshot, we can see that the CTA button isn’t getting many clicks.
How to Fix It
Before you can fix low CTR on your calls-to-action, you need to understand the underlying cause. Why aren’t people clicking?
- First, take a look at your Confetti Report to see if any of the dimensions can explain low CTR. For example, you might find that CTR is particularly low for referral traffic but it’s higher for email and SEO traffic.
- If you can’t find a cause there, take a look at your Scrollmap Report. This report can help you see if your CTA is located farther down the page than most people scroll. If that’s the case, the solution can be as simple as moving it up higher on the page.
- If scroll depth isn’t the problem either, you can begin testing changes to the CTA itself. Test different copy, color, design, and placement—then run “after” heatmaps to see how those changes affect click behavior for your CTA.
Here’s the “after” heatmap for the screenshot from before. Changes to the button copy increased click frequency on the CTA.