"Use traffic sources to inform CTA placement on site pages. Having a few global CTAs on all pages of your site is certainly better than having none, but it's nowhere near as good as examining the origin of traffic to each page and using CTAs that will appeal to that specific traffic segment. Is a software review site linking to one of your product pages? If so, you'll want to use CTAs like case studies, Forrester WPs, and so forth. Is one of your pages ranking for a specific long-tail keyword? If so, use that keyword in your CTA -- it will engage the searcher much more powerfully when they click through to your page!"

- Lucy Orloski