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Call to Action (CTA) Analysis: Results by industry from 300,000+ ads

We analyzed over 300,000 ads from over 700 DTC brands to find out which CTAs perform the best and how to optimally configure CTAs in your ads.

This post was a collaboration between Thesis Testing, a leading growth agency helping brands scale & Varos, the leading real-time KPI benchmarking software for DTC brands.

Read on to find out:

  • Top-performing CTAs by industry
  • Number of CTAs to include in ad-set for best results
  • Most-used CTAs across the board

In order to make sure that the results are significant for this analysis, we excluded CTAs that are used by less than 5 brands and removed ads with less than $500 in spend over the last 6 months.

Top-performing CTAs by vertical

We took a peak into a few of the most popular verticals to understand which CTAs generally perform the best in each one.

We looked at ads with single CTAs, and only ones with at least 5 companies using the CTA, in order for the results to be significant.

We show Cost Per Purchase & Click-through rate to get a feeling for which CTA has the best performance.

Fashion

Food & Beverage

Beauty

Home Wear

If you’re in one of those verticals, consider giving one of those top-performing CTAs a try, or better yet, give a few of them a try together in the same ad.

If you’re in a different vertical, you can see this same data in real time for free by using Varos.

Number of CTAs to include per ad for best results

We examined ad performance by the number of CTAs eligible to show within the ad. Most advertisers have a hunch on which CTA will perform the best, so they just pick one. Other advertisers trust the algorithms and give it a few options to choose from.

Here’s what we saw:

Above, you can see that ads with 2 or 3 CTA options generally perform better than ads with only 1 CTA option both in terms of Click-through Rate and Cost Per Purchase. If you’re in the majority that runs their ads with just one CTA, it’s time to test running them with additional CTAs.

Most popular CTAs across all industries

We checked out the top 10 most-used CTAs across all verticals. Not surprisingly, Shop Now comes out on top.

More surprisingly, no button at all is represented in the top 10. We would not advise on using that, however, as it has the lowest CTR and CPP out of all the CTAs, including the long-tail ones not listed here.

To access more insights, register for Varos today.

Tweets

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc