CTR Calling: How CTR is Impacted by a Call to Action

July 22nd, 2015 / Aidan Johnson

Improving your Click Through Rate (CTR) is what Predikkta focuses on. We engage in numerous experiments that help refine and optimize your ads or SERPs. Over the course of our experiments, as well as an analysis of other data, such as Google’s statistics, we have some useful tips to help increase CTR.

how ctr is impacted by a call to action


Of course, at this point it would be a good idea to remind everyone why an excellent CTR is good.

Firstly, it actually has an impact on SEO and Google’s SERPs. Google has been constantly improving their algorithms to better the user (searcher) experience, and a contributing factor is CTR. After all, if there are large numbers of people clicking on your links, then you must be providing searchers with relevant information or services.

Then there is the simple mathematics to online business: if you have a strong CTR, then you have a higher chance of people looking at your website and buying your product. What self-respecting business doesn’t want customers?


One of the biggest factors that improves CTR across the Internet is the inclusion of a call to action. This can be applied to basically anything that uses CTR as a measurement, so your emails or Facebook posts can also be improved with this tactic.

example cta in a search result

A call to action is a phrase or word that encourages the searcher to click on the link, and almost always found in the meta description. Across most of Predikkta’s experiments, we have found that a call to action sees an increase in CTR by a noticeable margin. And it isn’t just something Predikkta’s experiments have shown – almost everyone in SEO who pays attention to CTR agrees that a call to action is crucial.


It’s pretty simple why really: a call to action encourages people to click on. Compare these two examples:

example cta vs none

Which of these two would you most likely click on? Probably the one that actually asks you to do something, right?

The psychology behind it is pretty simple. Firstly, a call to action can make a fantastic conclusion – or at least better than a simple “the end”. Secondly, assuming you have written a good, enticing meta description (which can be tricky), a call to action grabs the potential customer’s attention when they’re at their most enthusiastic.

It should be noted that you can use a call to action throughout your website, not only your meta description.


You have to be careful with your call to action however. A poorly chosen phrase that doesn’t match the content you’re promoting can spell disaster. For example, a blog post that has a “download here” button when there is absolutely nothing about downloading in it will instantly draw suspicion.

Furthermore, rules like focusing on what your website has to offer, clear and concise copy, and urgency, should also feature as part of the call to action. These little things can really make the difference between a mediocre call to action, and a stunning one.


There is only so much someone, with a busy life and a business to run, can do to optimize their ad or SERP. And without those performing at their peak capacity, you are losing out on valuable CTRs, and therefore customers.

Predikkta’s surveying technology is beneficial in helping to properly optimize your SERP or ad. We can compare different calls to action against each other, along with titles, general meta descriptions, and many more little and often overlooked sections of the SERP.


One of the biggest factors that improves CTR across the Internet is the inclusion of a call to action (CTA). Find out how it can affect your business.

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*Predikkta has sourced several external independent global tools to analyze websites.These tools do not reflect on occasion the internal website analytics, but are recognised global tools and provide accurate comparative results for measurement against competitors.

**The views in this article are those of the author