Features used: Goals & key events, Segments, Zoning analysis, Journey analysis, Page comparator
Time: 30 min.
Set up
1. Create your defined goals in Contentsquare to use in your CTA/Call-back form analysis. See examples below:
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Page view goals
Create goals for users having seen the page that the CTA/Call-back is on, for example: Homepage, Product Detail Page, page in the Quote funnel -
Click goals
Click on the CTA, Click on 'Book a call', Click on “Request a call back” (where relevant)
3. Create segments based on 'good' and 'bad' populations. See examples below:
| Good | Bad |
| Landed on the Homepage and clicked the CTA | Landed on the Homepage and did not click the CTA |
4. Identify which mappings to use.
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If your CTA is on... |
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All pages with the same type/template (such as product, homepage, funnel) |
Use a high-level mapping |
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Specific pages or a range of templates |
Split these within a mapping |
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Different site categories (such as, men or women) |
Use a Granular mapping |
5. Create zonings for your site pages with the CTA/Call-back form.
6. Optional: To analyze a Call-back modal/pop-up with various steps and timing options, open your site page in a new browser tab and open your CS Live extension .
- To save different snapshots to analyze each individual option in the Call-back form open the options menu '...' and click 'Save to Experience Analytics'.
Step-by-step
1. Go to Zoning analysis and begin evaluating the CTA performance.
- Consider the following questions and key metrics to initiate your analysis:
| How is the CTA consumed? | Consider the positioning of the CTA — if there are low exposure and time spent, consider repositioning further up on the page to increase visibility. |
| Is the CTA engaging? |
Metrics including click rate and engagement rate can reveal what options are most appealing to users — do any content slots that need to be accessed via selectors have higher engagement than options that are seen by default (e.g., “Call me in 30min”, “Call us now” & “Schedule later” callback options)? This can be a factor when considering the repositioning/modifying of elements within the form. |
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What differences are there between how these segments engage with the page? |
Using comparison mode deep dive into the differences between users that achieved our goal (clicking CTA/Call-back form) versus those that did not:
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2. Go to Journey analysis to evaluate user journeys that interact with your CTA/Call-back form.
| How are user journeys different for each segment? | See what segment of users reached the page with the CTA/Call-back form and clicked on it and compare to journeys where users reach a page with the CTA and don't click. |
| Do users who click the CTA/Call-back form seeing less error/search or help pages? |
This is expected behavior that can prove the value of the CTA — note if this is not the case, the CTA may be underperforming. |
3. Go to Page comparator to analyze further how different segments interact with the CTA.
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How does each segment act on the page? |
Compare users that clicked on the CTA to those that did not and use the following questions to help frame your analysis. |
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Are users clicking on the CTA more active on the page? |
If they are, what elements of the page are the other users engaging with? Which is higher converting? |
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Are users clicking the CTA more likely to convert? (For example, if there's another step after clicking the CTA, such as booking a time slot for a callback.) |
The conversion metric will allow you to understand if clicking the CTA is positively impacting conversions. |
Take action
My CTA/Call-back form has a high engagement rate and/or conversion rate but low exposure.
Moving the CTA up higher on the page will increase exposure — test if this further impacts your KPI positively
My CTA/Call-back from has high exposure but low conversion/engagement.
This might mean there's confusion about the wording or the timing options shown. Try using simpler language to describe the main benefit of the CTA and experiment with different times for callbacks. For instance, you could try offering options like "Call me whenever you're free" versus showing specific choices such as "Call me in 30 minutes," "Call us right away," or "Schedule a call for later.