Having a website is now as important as having a phone number. But why have a website that is not promoting action. You need to tell the visitor what you want them to do, don’t assume they know where to go next. Here are some tips on helping you strengthen your call to actions:
1. Do the groundwork
Look at each page of your website and identify the goal for the page – where do you want the visitors to go or what do you want them to do. Every page is a potential entry point via links and search engine listings so ensure that EVERY page of your website includes clear call to actions.
2. Benefits
Before a user is willing to click they need to know what they will get out of it. What is the benefit of them making the next move?
Coca Cola do it well. Their feature clearly states that you should “Join My Coke Rewards and pick up gifts that are sure to entertain”. I little bit of mystery but you know what you have to do and what you will get.
3. Incentives
Sometimes asking them to do something is just not enough, include an incentive. Free gift, access to information people that others wont get etc. I do not recommend however that you add an incentive to Surveys or Market Research Questionnaires, if you do this it may influence their answers.
4. Three click rule
Ensure visitors can get to where they need to be within 3 clicks, 5-6 clicks if it includes e-commerce. If there are too many clicks people will drop out before completing and you do not want this. Also try not collect too much information – people will shy away from enquiry forms that are too long and ask too many questions.
5. Keep amount of call to actions low
You do not want to bombard visitors to your website with loads of different call to actions take each page individually and decide what the call to action(s) will be and include them in key areas on the page, that are above the fold (they should not have to scroll to see or action the call to actions).
6. Capturing data
If you are capturing data e.g. name, email, phone number etc, take the opportunity to ask permission to send e- newsletters, text marketing etc. This should be an opt-in tick box NOT, click here if you do not want to receive.
7. Create urgency
Use words that create a sence of urgency
Call Now
Buy Now
Offer only available until …
Order now to receive free gift
8. Make it stand out
To ensure visitors see your call to actions you need to make sure that they can easily see it. Keep it above the fold (as mentioned above). Images stand out more. Use colours that work with the website look and feel but stand out from the other content on the page.
Carphone Warehouse do this well – you can clearly see the Online Exclusive offer on their home page.
9. And finally – Test
If you are not getting the return you expected test out different imagery, wording, position on the page and even the offering.
and finally….
It is extremely important to ensure that you have clear actionable call to actions on your website, if done well it can generate real measurable return on investment and isn’t that what we all want from our website.
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