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The science behind high-performing calls to action

Martech

The psychology of color Color influences how users perceive and respond to CTAs. Green represents progress and positivity, making it effective for actions like Next step or Complete. Use high-contrast color combinations for readability, descriptive alt text for screen readers and buttons large enough for users with limited dexterity.

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What is quality score and how to use it in PPC

Search Engine Land

Google calculates quality score based on the combined performance of three components: Expected click-through rate (CTR) : The anticipated CTR of the ad against what the ad platform considers similar ads. Optimizing for good CTR is more important than optimizing for good expected CTR. crawl budget is allocated for it).

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Forget PageRank: Here’s why you should focus on ranking instead

Search Engine Land

Service providers circumnavigate this challenge by offering alternative rank names and values, presumably representative of what Google uses internally. Google consistently focuses on their usersexperiences as part of their business model. And users like to click on search results of brands they know and trust.

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Should You Optimize for Micro-Conversions?

ConversionXL

If your business relies on repeat payments, conversion rate is probably not the right metric to optimise for; just like CTR is terrible for optimising hotel bookings (e.g. EMK with subject “FREE BEER” will improve CTR, but probably reduce sales once customers figure out there is no beer on your site, certainly not free beer).

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How to Nail Down the Perfect Website Navigation

Hubspot

For the sake of SEO and user experience, Orbit Media recommends keeping your navigation limited to seven items at most. Card-sorting is a simple user-experience technique that helps you get into the minds of your website visitors and design the navigation from their standpoint. What should be included in it?

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Banner Ads Suck (and How to Make Them Convert Better)

ConversionXL

Here are more examples of some high CTR ads (you can find a few hundred more examples over at SmileyCat ): Key Takeaway #2: Less information in the ad (visual and textual). Key Takeaway #3: Typography does persuade users to take action. Further reading: The Effects of Typography On User Experience and Conversions.

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Structured data and SEO: What you need to know in 2025

Search Engine Land

Many search engines rely on structured data to enhance user experiences – and this trend will likely intensify in 2025. AggregateOffer schema is ideal for marketplace websites, as it enables multiple vendors’ offers to be represented for the same product, allowing users to compare prices and options.