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

Mariah Obiedzinski and Kelsey Guetschow

Journal of Brand Strategy, 2019, vol. 8, issue 1, 58-69

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.

Keywords: conversions; digital strategy; customer journey; user experience; call-to-action; optimisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:1:p:58-69

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