A call to action (CTA) is intended to motivate someone to do something, and effective though a standard one-size-fits-all CTA may appear to be, Dynamic CTAs add a layer of personalisation that makes it even more likely that visitors to your site will respond to what you’re offering them.

Why do you need Dynamic CTAs?

Dynamic CTAs are engaging and relevant, and because they’re personalised, users are more likely to do what you want them to – whether it’s to fill in a form, download content, share information in exchange for access to premium content, or to offer them a discount. HubSpot research has shown that personalised or Dynamic CTAs convert 202% better than static or basic CTAs.

If your site is properly optimised, it can deliver Dynamic CTAs based on a site visitor’s attributes, including their location, the device they’re using to be online, any history they have on your site, where they were referred from, and whether they’re new or repeat customers.

If you’re wondering how you can create Dynamic CTAs, here are six ideas to get you started:

1. Discounts: Offer exclusive discounts to first-time visitors to encourage a purchase, and another visit.
2. Unique benefits: Offer unique benefits or discounts to visitors that land on your site after clicking on a marketing campaign you’ve engineered.
3. Remember mobile: Gear your site to know whether it’s being browsed on a mobile – and make it easy for clients to call you with an active pop-up of your phone number.
4. Keep talking: Talk to repeat visitors. First-time visitors may not yet be keen to sign up for your newsletter – but repeat visitors are sure to be keen. Knowing who’s who, and having the most appropriate call to action pop up when someone lands on your site, is likely to yield better results.
5. Talk some more! Keep them engaged. If you have explainer videos running on your site, serve up a Dynamic CTA that thanks the visitor for watching, and suggests another video that will add even more depth or insight to the one they’ve watched.
6. Quick quizzes: It’s hard to resist a quiz… and quizzes offer multiple opportunities for calls to action. Firstly, a visitor completing a quiz gives you even more information about them than your site already had, and it can expose them to even more information about your brand and services. You could end the quiz with a final Dynamic CTA, based on their responses to the quiz.

Using a platform like HubSpot will give you the tools you need to design and build effective Dynamic CTAs, helping you identify and segment target audiences, and then further personalising content as visitors progress on their journey to being leads and then sales.