If a website is to be an effective sales conversion tool it needs an effective call to action – it should be seen as a marketing piece, and perhaps even an interactive advertisement.

Call to Action - guiding customers towards your intended goal

Web page calls to action can be seen as confusing or are often forgotten altogether. Here’s how we help our clients maximize their effectiveness :

• Know what it is you want your visitors to do. It seems so obvious but so many sites mess this up. Are you selling something or are you collecting email addresses. Do you want people to watch a video or do you want them to download a PDF. Choose one goal per landing and concentrate on that.
• Simplify your site. If your main source of revenue isn’t advertising, then get rid of it. Clear out any rubbish that isn’t in sync with your aim.
• Testing. Test your Call to Action text, font, graphic and colours using split testing – measure the results and use what is most effective.
• Call to Action Location – See testing. The position on a page is just as important. We had a client who had a super-low ecommerce conversion rate who had a tiny checkout button below the fold (i.e invisible unless you scrolled down).
• Compromise. Call to action words can sometimes be at odds with those you need for a successful SEO campaign. This is a fine balance that needs an expert hand.

Getting the right call to action is not rocket science (to use one of our favourite clichés) but is so often neglected by business wesites.

Click here to see how Call to Action Optimisation can help you convert more customers.