By Walker L. Percy
On a website, the call to action (CTA) is a crucial conversion process aspect. 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 exactly is a website call to action?
The call to action is your opportunity to drive traffic to your website, get people to subscribe to your newsletter, convince people to click on your advertisement, grow your following on social networks, get people to join your team, sell a product or service, or move someone to do anything that helps accomplish your business goals.
These show up on a webpage as a link, form, or banner that will help the potential customer to move down the line in the conversion process system. 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. For returning visitors, offering them product specs or another promotional enticement will get them to give you some more personal info to receive it, this is for those who have already gotten their "top of the funnel" rewards.
The offer must be something that the consumer is actually interested in. Free trials are a good choice for this, discounts, items packaged in a bundle, success or guarantees on the product or service. Different audiences will have different drivers but you must be clear on what will appeal to your target market and build that in to the call to action. It helps sometimes to have a brief mention of the offer somewhere earlier, so the potential buyer can be more receptive. The offer must be something that the visitor finds appealing and gives them some incentive.
Make sure your call to action is in sync with the content around it. Someone landing on your organization's homepage might be directed to sign up for your newsletter, while a prospect who reads an in-depth case study may be ready to schedule a demonstration. The area near the call to action should be in the background, and the CTA in the foreground. Graphics, such as arrows or handwriting fonts, can be helpful for this purpose. This should still be in sync with the rest of your webpage, including color and brand design elements. The goal is to draw the prospect's eye without being annoying or distracting. Think about navigational cues that fit within your overall site.
You have a very limited amount of time to capture a person's attention. It should be short and concise, but still give them the valuable content you want to deliver. People are generally in a hurry and may ignore your offer if it will take them too long to read or act upon.
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. Only ask for the essential information. People are less likely to fill out a long, complicated form. You want them to buy your product or services, not do a bunch of work. You will be more successful when you keep the process of buying the service or product simple. Conversion rates rise significantly when calls to action are easy and forms are quick and simplified.
What exactly is a website call to action?
The call to action is your opportunity to drive traffic to your website, get people to subscribe to your newsletter, convince people to click on your advertisement, grow your following on social networks, get people to join your team, sell a product or service, or move someone to do anything that helps accomplish your business goals.
These show up on a webpage as a link, form, or banner that will help the potential customer to move down the line in the conversion process system. 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. For returning visitors, offering them product specs or another promotional enticement will get them to give you some more personal info to receive it, this is for those who have already gotten their "top of the funnel" rewards.
The offer must be something that the consumer is actually interested in. Free trials are a good choice for this, discounts, items packaged in a bundle, success or guarantees on the product or service. Different audiences will have different drivers but you must be clear on what will appeal to your target market and build that in to the call to action. It helps sometimes to have a brief mention of the offer somewhere earlier, so the potential buyer can be more receptive. The offer must be something that the visitor finds appealing and gives them some incentive.
Make sure your call to action is in sync with the content around it. Someone landing on your organization's homepage might be directed to sign up for your newsletter, while a prospect who reads an in-depth case study may be ready to schedule a demonstration. The area near the call to action should be in the background, and the CTA in the foreground. Graphics, such as arrows or handwriting fonts, can be helpful for this purpose. This should still be in sync with the rest of your webpage, including color and brand design elements. The goal is to draw the prospect's eye without being annoying or distracting. Think about navigational cues that fit within your overall site.
You have a very limited amount of time to capture a person's attention. It should be short and concise, but still give them the valuable content you want to deliver. People are generally in a hurry and may ignore your offer if it will take them too long to read or act upon.
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. Only ask for the essential information. People are less likely to fill out a long, complicated form. You want them to buy your product or services, not do a bunch of work. You will be more successful when you keep the process of buying the service or product simple. Conversion rates rise significantly when calls to action are easy and forms are quick and simplified.
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