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The Two Best Places a Tech Company Should Insert CTAs

Posted on February 3, 2017

Not sure where to place your “sign up for a free demo” CTA on your blog posts? You’re not alone…many technology marketing managers are hesitant on CTA placement with the fear of missing out on conversions.

Here are some statistics on website visitor engagement which, when calculated together, will give you the two best places to insert your call-to-action.

Statistics #1 - 86.2% of visitor engagement is below the fold

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What’s this mean?

Putting your CTA above the fold will be seen by 100% of visitors, but 86.2% aren’t ready to engage yet. They need to be buttered up, lathered or any other type of Thanksgiving turkey preparation verb before they’re ready to move on.

Simply put, they’ll need to read more information about your technology and if it can solve their problem before submitting to a demo.

What to do with your CTA: Do not insert above the fold. (Surprised?!)

Statistic #2 - Most visitors read about 50% of an article

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What’s this mean?

If most people give up reading halfway through an article, one of two scenarios has likely happened:

  1. They’ve decided they just aren’t interested (bad!) or
  2. They’ve decided they’ve gotten enough value and are ready for the next step (good!)

Simply put, at the 50% mark a high volume of people ARE ready to convert.

What to do with your CTA: Insert an anchor text CTA approximately halfway through the article.

Want to know if you're a graphic design sinner? Download our 7 deadly sins  eBook.

Statistic #3 - 20% of people actually read an entire article

What’s this mean?

These committed prospects have read through your entire article…way to keep them engaged! At this point, one of two scenarios is likely happening:

  1. They’ve found value in your content, but aren’t quite ready for a demo yet (that’s OK…it can take time) or
  2. They’re now convinced that your technology solution is something they want to learn more about and are ready for a demo (good!)

Simply put, for the 20% who make it this far, there is a high percentage they are ready to convert.

What to do with your CTA: Insert a large CTA graphic at the bottom of every post. (Not feeling creative? Here are tips to design a better B2B content offer graphic.)

Conclusion

By only inserting one call-to-action in your blog posts, you could be missing out on conversions since not all readers are ready to “click” at the same time. While we certainly don’t recommend adding 5+ CTAs in every blog post (too pushy!), 2-3 is definitely acceptable…if they’re strategically spread out throughout the post.

Not using CTAs? That’s deadly sin #7 in our latest eBook, which you can download for free by clicking on our beautifully designed CTA graphic just below (of course!).

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Topics: Inbound Marketing, Graphic Design

Greg Palya

Written by Greg Palya

Greg Palya is Kiwi Creative's resident HubSpot expert and Digital Marketing Strategist. He handles all internal and client work related to content creation and promotion.

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