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Understanding Secondary CTAs: Everything You Need to Know

Posted by Bloomtools Canada on 26 April 2023
Understanding Secondary CTAs: Everything You Need to Know

How do Secondary CTAs work?

A secondary CTA is a call-to-action that provides an alternative conversion opportunity or action to the primary action you ideally want visitors, prospects, or leads to take. This CTA is generally featured less prominently than your primary CTA, and it can be an excellent way to further engage and capture people who may not find the offer in your primary call-to-action appealing.

Your main CTA, for instance, might be to buy one of your courses. You might ask visitors to download a free ebook as a secondary CTA if all you need is their email address. By providing this second chance for conversion, you may re-engage visitors who may have left your website without taking any further action. They may not have been a lead or a sale, but they are now a subscriber in your system for future marketing.

What Are the Benefits of Secondary CTAs?

Several factors make secondary CTAs advantageous:

  1. They're Excellent at Increasing Conversions

    Your main call to action (CTA) should be in line with the customer's place in the sales funnel. But even if a person isn't ready to move on, they can still want the instructive material that your secondary CTA is advertising. Even if the reconversion doesn't improve your lead's status, they are still interacting with your material. With the aid of marketing software innovations like smart fields and progressive profiling, you can learn more about a lead with each conversion, allowing you to utilize that knowledge to create more specialized lead nurturing campaigns.

  2. They're Excellent for Moving Leads to the Following Stage

    You never really know when a specific person is prepared to move forward. It benefits both parties when leads have the secondary choice of moving forward!

  3. They Support Additional Business Goals and Aid in Setting Priorities

    On a landing page, your CTAs don't always have to promote conversion. An actual call to action is what a call-to-action is. You may utilize your secondary CTA to entice folks to follow you on social media if you're looking to expand your social network. Or perhaps you decide to utilize your secondary CTA to urge people to share the blog article they just read on social media since you are aware of how social sharing affects things like SEO. You can balance and set priorities for your objectives, whether or not they are centred on lead generation, by using both a primary and secondary CTA.

Best Practices for Choosing Secondary CTAs

A secondary CTA can promote just about anything a primary CTA can. However, the offer you choose for your secondary CTA should depend heavily on context. Consider the following contextual considerations when choosing your secondary CTA or deciding on its look, feel, or placement:

  • What stage of the buyer's journey is the person in?
  • What is the primary CTA you're using?
  • What is the offer in the secondary CTA, and how does it relate to the primary CTA?
  • What are your overall business goals, and how can a secondary CTA support those goals?


By incorporating secondary CTAs into your marketing initiatives, you can capture more leads and engage with potential customers in a more personalised way. Remember to consider context when choosing your secondary CTA and use them to support your business goals. Whether you're generating reconversions, progressing leads to the next stage, or prioritising and supporting additional business goals, secondary CTAs can be a valuable addition to your marketing strategy.

Bloomtools has a full in-house Digital marketing team that can help you create lead generation strategies to grow your business lead generations.  Talk to your local consultant about this service

Author:Bloomtools Canada
Tags:WebsiteWeb Development

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