Content Optimization 101: How to A/B Test Your CTA

If you’re trying to build a great content marketing strategy – and let’s be honest, we pretty much all are these days – then content optimization should be your top priority.

Because, after you’ve made a piece of content, you want to make sure that it’s as readable, shareable, and overall as great as possible to experience.

Content optimization strategies run the spectrum in terms of complexity. Maybe you’re using heat maps to better measure where and how customers are spending their times. You might be juggling a bunch of different social media analytics tools just to engage your audience and see what’s working. Or maybe you’re constantly testing landing pages to see what converts.

The reason for content optimization is pretty simple: creating content and maintaining social channels take a lot of time and effort. You have to make sure all that time and effort pays off.

Here’s how one tech startup started to optimize social media content and got up to 25,000 visits from Twitter alone.

The A/B CTA Test

The call-to-action (CTA) is the cornerstone of your content. Every blog post, webinar, and piece of sales collateral needs to have a next step for prospects and customers to take. Otherwise, the interaction might drop off and you may never hear from them again.

But how can you really A/B test CTAs across different channels? The software solutions can be time-consuming, complex, and expensive. Smaller teams that are already juggling a lot of different tasks often aren’t able to take the time or budget to test miniscule edits to copy or creative.

The Social Quant, a tech company with a platform that helps clients build engaged Twitter audiences, found a unique solution for content optimization: just use Bitlinks.

“Bitly allows you the opportunity to effectively test different copy to see what gets more clicks and what’s a complete dud,” says CEO Mike Kawula.

At Social Quant, the team regularly tests different copy on Twitter when a new blog post is published. “We’ll send 3-4 tweets the day a post goes live to see what gets the most clicks,” Kawula explains. “We review that data the next day and take the most clicked tweet and put it in a bucket of tweets that gets tweeted consistently.”

By using different Bitlinks to A/B test each CTA’s shares and clicks, Social Quant could see which copy really resonated with the audience. And the insight from Bitly had a huge impact on results.

“This data helps us maximize our Twitter marketing and has helped our startup get over 25,000 visitors a month just from Twitter,” Kawula says.

Content Optimization with Bitly

By using Bitlinks to A/B test all of your CTAs, you can quickly get the metrics you need to optimize your content. So whether you’re optimizing CTAs on social media or testing out different banner ads across a few different channels, you can centralize all those metrics with the power of the link.

In our recent eBook, 37 Ways Brands Use Bitly, we take a look at use cases from entereprises, entrepreneurs, and everyone in-between to see how Bitly is being used to optimize buy buttons, partner marketing, and even book promotions. Check it out below!


Tips, use cases, and examples of awesome mobile content.

Blaise Lucey @BlaiseLucey00
Director of Product & Content Marketing