I received an e-mail on May 4 from ProBlogger.com with a link to a blog post about conversion habits. I’m not a theology student. I didn’t have a clue what “conversion habits” were or if I needed to try to work them into my life. I didn’t know if a conversion habit was a good habit or a bad habit. ProBlogger.com is a trusted source, so I clicked on the link to learn more.
The blog was written by a guest blogger, John Stevens. Mr. Stevens, according to the blog, “is the CEO of Hosting Facts, a startup that helps consumers make data-backed decisions when choosing web hosts. He is also a frequent contributor to WebsiteSetup where he helps businesses set up their website.”
Used by the world’s greatest bloggers
The best I could tell, conversion habits are practices the world’s greatest bloggers use to convert a blog reader into a customer. Since I have nothing to sell at the moment, other than copies of my vintage postcard book, The Blue Ridge Mountains of North Carolina, three Morrison genealogies compiled by my sister and me, and several privately-printed-on-demand booklets I wrote about Rocky River Presbyterian Church history, I don’t think I need to expend my limited energy working on conversion habits. It’s not like I’m trying to get my books on the New York Times Bestseller List!
I didn’t really need anything to add to my “to-do” list, so I was relieved that I don’t need to be bothered with conversion habits – at least for now.
(Warning: shameless plug — Incidentally, if you’re interested in purchasing one of my books, visit https://www.janetmorrisonbooks.com or visit your favorite independent bookstore.)
That didn’t mean I didn’t keep reading the blog post, though. I am a curious person, and the post’s title promised me nine conversion habits. I got down to the ninth habit, thinking I was almost finished. I could delete the e-mail and go to bed. But no. The ninth conversion habit was, “They use prominent CTAs.”
What the heck is a prominent CTA?
Turn the light back on. There will be no sleeping tonight until I figure out what a prominent CTA is. I read on. The first sentence asked me what color my CTAs were. That sounded like a personal question to me, and I felt myself blush. Never fear! I surmised that you want your CTA to be a contrasting color to that of your logo.
The blog post went on to talk about the Von Restorff effect, which is also called the “isolation effect.” Not being a student of marketing, I wasn’t familiar with that effect. Mr. Stevens explained it as follows: “this principle states that when confronted with multiple stimuli (in our case, CTAs), the stimuli that stand out the most wins our attention.”
Regaining my composure, I kept reading. The next sentence informed me that “your CTAs have a big impact on your conversion rates.” Since I don’t feel the need for conversion rates, I’m once again tempted to delete the e-mail and call it a night. I keep reading, though, because I still don’t have a clue what a CTA is, and I try to learn something new every day – even if it appears to be useless information. I read on.
Mr. Stevens continued with, “Since your CTAs lead visitors to subscribe to your newsletter, download your eBooks or buy your courses, it makes sense to optimize it for higher CTR.” I don’t know what a CTR is, but it’s far too late in the evening to chase after that rabbit. After all, I need something to do tomorrow, right? (No – I’m too curious. Google search. CTR is currency transaction report. That’s all I need to know about that.)
I learned that a study revealed that changing the color of CTAs resulted in an increase of 21% in a blog’s conversion rate. That sounded impressive, so I looked at the illustrations. The best I could tell, a CTA is a clickable button that says something like, “Get started now!”
But what is a CTA?
A search on Google, “What is a CTA?” brought up the definition of a computed tomography angiography. I wasn’t just in the wrong pew, I was in the wrong church! Another search choice was “What is a CTA on a website?” Bingo!
The answer that popped up when I clicked on that option was, “In web design, a CTA may be a banner, button, or some type of graphic or text on a website meant to prompt a user to click it, and continue down a conversion funnel.”
My response to that explanation was, “That’s all?” (Peggy Lee should be singing, “Is That All There Is?” right about now! For those of you who don’t know who Peggy Lee was, that song was a big hit for her in 1969.) I just spent 10 minutes trying to learn what a CTA is and it’s just a button? I can see why they call it a CTA. That’s a lot more impressive than “button.”
I feel like I’ve been on a wild goose chase. Tomorrow will I still remember what conversion habits and CTAs are? It makes me wonder if universities now offer a Bachelor of Science degree in Blogging. Are such courses as Conversion Habits 101 and CTAs 101 included in the required curriculum? Can one minor in CTR?
This stuff gives me a headache. All I want to do is write my novel and finish reading my current library book so I can start reading the next one.
All jokes aside, Mr. Stevens received wonderful comments and praise for his blog post. It was well-written, well-illustrated, and apparently contained useful information for people who are in the business of selling a product through their blog. I’m just not there yet. I highly recommend the blog post to anyone who is marketing a tangible product or something intangible such as a writing course.
Until my next blog post
I hope you have a good book to read. If you’re a writer, I hope you have productive writing time.