A/B testing allows your team to definitively determine which elements of a given call to action yield the achievement of which goals. For example, the call-to-action headline “Come live your best life!” may yield a 4.23% click-through rate (CTR) while “Come live with us!” may only yield a 2.64% CTR.

Senior living marketing efforts require effective calls to action. Industry insiders indicated a straightforward format for senior living CTAs: headline, body copy and one or two buttons.