Proposal: Content-specific CTA to drive increased microconversion and engagement

October 2022

Excerpt from proposal slide deck highlighting mobile and desktop layouts of proposed CTA.

About the stack

  • VWO Testing
  • Google Optimize
  • HTML
  • CSS
  • JavaScript

High fidelity prototypes built using vanilla HTML, CSS and JavaScript technologies. AB tests desgined in both Google Optimize (subsequently sunset) and VWO Testing.

Approved and added to development backlog

Proposal to develop a customizable call-to-action component for posts featuring niche content. Proposal reviewed and approved by senior leadership team, including Chief Marketing Officer. Added to development backlog for future research, AB testing, and consideration for final development.

Download the full CTA proposal deck.

What would we gain from adding a custom CTA to niche content pages?

The “stories” microsite is essential to the university’s brand. Acknowledging brand goals can conflict with business goals, we can respond to both—broadening our audience and highlighting the high-quality storytelling represented through stories.

This proposal responds to a few specific goals:

  • Provide greater flexibility to “stories” writers, editors, and publishers.
  • Bridge student paths to enrollment.
  • Ensure the longevity of the microsite with strong business value.

Responding to limited panel blocks and components

The existing “NAU block” does not provide much flexibility to accommodate our content or user experience needs:

  • Valuable to add content at the bottom
  • Appears to be a footer and signals end of content when there could be more
  • Challenging to reposition on the page
  • Can be blue or grey
  • Some content needs more flexibility

Next steps for implementation

After consulting with senior leadership, we’ve been asked as a team to test a CTA feature:

  • Develop a prototype (complete, represented in this proposal).
  • Use AB testing to compare user responses to different experiences
  • Review and determine path based on data.
  • Pass to ITS for development based on our test of optional panels.