How We Increased ReliableSite’s CTA Click-Through Rate

Aimers has a great team that gives your project lots of attention and takes feedback seriously. I work directly with Yulia, who keeps track of all the details of our campaigns and communicates new information clearly. They have suggestions every single week on how to improve our ads and work hard to stay at or under our budget. Any changes are always backed by data or explanations from their experiences. Highly recommend them for Google Ads management.

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Yevgeniya Davydov

Marketing Director at ReliableSite

ReliableSite is a U.S.-based dedicated server provider with data centers in New York, Miami, and Los Angeles. Since 2006, the company has been delivering high-performance hosting solutions with instant deployment, 24/7 support, and unmetered bandwidth to a global customer base.

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We work with ReliableSite on advertising across several channels, and we’ve previously shared how our PPC strategy helped increase non-branded purchases while reducing branded traffic costs.
However, once motivated users land on the site, it’s essential to guide them toward the next step - and this is where clear, intuitive landing pages become crucial in driving action.

This case highlights exactly that: the impact of strong alignment between PPC and CRO in achieving meaningful performance improvements.

+26.35%

increase in CTR

-9.85%

decrease in page bounces

Challenge

Through behavioral analysis and heatmaps, we discovered that even though users were actively engaging with navigation elements and exploring the available server options on the main product page — the highest-intent step before checkout — many were still missing the most important action: clicking “Order Now.”

The CRO audit showed a noticeable number of dead clicks on non-interactive elements, frequent quick backs, and low visual prominence of the CTAs compared to other components on the page.

Our hypothesis was clear: enhancing the CTA’s contrast and clarity would help users understand the next step and convert more often.

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Solution

We designed and launched an A/B test on the page with the following setup:

Control: Original page design.
Variant: “Order Now” CTAs were redesigned with a contrasting background to create stronger visual emphasis. White was chosen for clear comparison and a more noticeable contrast.

Variant: “Order Now” CTAs were redesigned with a contrasting background

Test Settings:

Duration: 2-3 weeks
Traffic split: 50/50 between variants
Goal: Measure the impact of CTA visibility on click-through and conversion rates.

Results

The new design significantly outperformed the control:

Control: 23.05% CTR
Variant: 29.15% CTR
➡️ +26.5% increase in click-through rate!

Behavioral analytics also showed clear UX improvements:

Rage clicks ↓ 15.58%
Dead clicks ↓ 11.63%
Page bounces ↓ 9.85%

These results confirmed that even a small visual change can make the page easier to use, improve the overall experience, and increase the likelihood of conversion.

Next Steps

Following this successful experiment, we recommended applying the new contrast CTAs across all key pages to keep the experience clear and conversion-focused.

We also suggested two design options for better brand visual alignment that the client can implement on their side.