Does your website have “Calls to Action”?
If your answer is “NO” then you have greatly diminished the “Goal Realization Capability” of your website.
Think about an interested visitor to your website and how you have missed a potential conversion opportunity by not presenting him a strong “Call to Action”.
Goals you set for your website may be selling your product or service, white paper downloads, a newsletter sign-up, taking a survey etc. At a stage where the visitor is convinced that you have something valuable for him – you have to nail it with a statement which is hard for the visitor to ignore. This is where the Call to Action steps in – a clear step to tell them what they can expect and what you want them to do.
Every visit to your website is a precious commodity and without CTAs you are simply wasting the time of your interested visitors and ofcourse your efforts on the website. Look for the segment of users coming to your website and accordingly treat them with specific “Call to Actions”.
• Uniqueness: The phrase used relates the PAIN the visitor is experiencing. HIT the PAIN!
• Position: A ‘clear and visible’ call to action has to be placed ‘above the fold’. ‘Above the fold’ is that part of the website which you see without a scroll. Research states that 60% – 80% of visitors will not scroll your website ‘down the fold’, so the best opportunity is lying ‘above the fold’.
• Consistent: Place your call to action on every page that talks with the FLOW of website. If the user is not convinced on the first page and is looking for more educational content, flow them to next page but keep a call to action available on all those pages where you think the user may convert. No looking around for visitor, this has to be available right when it is needed.
• Color: A consistent color on the CTAs so that visitor can distinguish them – works wonders.
• Easy to Understand: The short and precise language can eliminate the guess work and helps user to take action.
• Be Specific: As discussed earlier, “Call to Action” should be tailored to audience interest. Before writing any “Call to Action”, you need to ask yourself few questions:
o What is my user base?
o What are their interests?
o What motivates them?
o How can I help them?
• Size: The size of “Call to Action” does matter. Do make it look bigger than other Action buttons available on the page. Bigger grabs attention.