Case Semrush: Should you add a CTA to a page's title tag?
Case Semrush: Should you add a CTA to a page's title tag?
What?
By making small optimizations in title tags, we can significantly increase organic traffic and conversions. This test shows how a strategic CTA in the title tag delivers significantly better results.
How?
For a large e-commerce company in Australia, we tested whether adding "Buy" to the category pages would make their search results more appealing. We used SplitSignal to conduct the test, selecting 813 pages as variant or control. By adding "Buy" to the page titles, we aimed to increase organic traffic. This simple optimization can have major effects on both search results and user experience.
Result?
The test shows a clear improvement of 8.3% in clicks after 21 days, simply by adding "Buy" to the category pages. The organic traffic to the variant group performed better than predicted, confirming the positive impact of the change. The cumulative view shows that the test is statistically significant, meaning the increase is due to the change made and not external factors. This 'small' adjustment has indeed led to measurable improvements in organic traffic.
What now?
Keep testing constantly
This test shows that optimizing page titles requires much more than just using important keywords. Including a clear call-to-action (CTA) and addressing search intent not only increases CTR but also visibility in search results. By adding a secondary keyword, we saw an increase in impressions, especially for 'buy'-related searches. As an SEO, it's essential to understand what attracts users and what they expect. Providing the right answer in search results is key—test and optimize constantly to stay relevant.
