Friday, June 14, 2013

Information About Calls To Action

By Walker L. Percy


The conversion process on your website has different elements, but the calls to action (CTA) are one of the most essential. It speaks specifically to the readers of one piece of content and beckons them to move closer to becoming a customer. Having effective calls to action can increase your conversion rate.

What is a description of a website call to action?

There is a lot of things that a call to action can do, including increasing site traffic and sales, finding new team members to join, click your ads, follow you on social networks, or to subscribe to your company newsletter.

It helps to guide your page visitor toward the next level in your conversion process, and it is one of a few things, a link, form, or banner. As a potential customer finds themselves for the first time on your website, giving them something like a whitepaper or ebook that is easily downloaded is a good idea. Someone who has already obtained one of those "top-of-the-funnel" offerings might have a more advanced call to action presented to them, such as product specs or a special invitation that requires a bit more personal information to be obtained in exchange.

For anyone to take advantage of the offer, the "why" needs to be strong for them. You could offer a discount, give a free trial, bundle items into a package, or give guarantees or successful stories. Knowing your clientele is important in designing an effective call to action, so be sure to do some research into what they would be interested in. The why may be initially mentioned or alluded to in the advert or article copy to get the audience ready for it. Whatever the reason, it has to be attractive and offer value to the audience.

The content in your call to action must be synchronized. Depending on what content the visitor is looking at, you can offer a subscription to a casual browser on the homepage, or a more intensive demonstration if they are more advanced in their search queries. And the call to action should visually stand out from the surrounding copy. Creative fonts that resemble handwriting, or arrows and graphics can be of assistance here. The calls to action should still fit within the general theme of your website, including the coloring of your particular brand. The potential buyer should be lured toward the CTA, but not distracted or bothered by it. Your site has it's own style, be sure the navigation of the CTA matches this.

You have a very limited amount of time to capture a person's attention. Give the prospect the necessary information quickly and don't waste their time with unnecessary material. There is no time to waste here, so don't make it lengthy and dull or they will move on, people don't generally have a lot of extra time.

The same rules apply to any forms associated with your call to action. Use short and fast forms for things like email or newsletter subscriptions. Request only the data that you require. People are less likely to fill out a long, complicated form. It's tedious work filling out forms, and the goal is to get a customer, not make them annoyed. The easier you can make the purchasing process, the more success you will have. Keeping your calls to action simple and making them easy to complete will dramatically increase your conversion rate.




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