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How to leverage calls to action to simultaneously improve user experience and conversions

Author

Listed:
  • Obiedzinski, Mariah
  • Guetschow, Kelsey

Abstract

This paper analyses digital call-to-action (CTA) strategies cross-industry organisations can use to improve their customers’ experiences and boost their own conversions. The examples provided can help marketing professionals learn how to prepare and execute data-driven CTA strategies to successfully reach the right people at the right time with digital content and simultaneously help them achieve conversion goals. Through thoughtful research, real-world examples and data analysis, this paper explores how organisations can formulate an effective user experience strategy to maximise conversions and enhance customer experience.

Suggested Citation

  • Obiedzinski, Mariah & Guetschow, Kelsey, 2019. "How to leverage calls to action to simultaneously improve user experience and conversions," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(1), pages 58-69, June.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:58-69
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    More about this item

    Keywords

    conversions; digital strategy; customer journey; user experience; call-to-action; optimisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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