What is a call to action
It's something designed to get a website visitor to take action. Does your website home page attempt to get the visitor to do something, besides simply read and leave?
Place calls to action front & centre
We all know the stats – you have 8 seconds to capture your visitors interest. Did you also know that over 80% of visitors leave your site before they scroll down at all? So, you need to get your calls to action above the fold at the top of the website so they don't have to scroll down to see them. Make them clear, compelling and easily accessible.
There are many types of calls to action, these are a few:
- view a product demo
- request a consultation, estimate or quote
- download a white paper, or
- take advantage of a special offer
- register for an webinar
Why Use Them?
The reason you need one is simple. After spending a lot of money and effort putting up a website and promoting it and getting visitors to it the last thing you want is for that visitor to leave without establishing some connection with him or her. There are billions of web pages out there, so will that visitor ever find your website again? Chances are unless you have given that visitor some means to remember your business by, probably not. You have to take a step, even a small one like a newsletter signup, to stay in contact with that visitor or they will leave your website and you will loose them.
Most businesses don’t expect visitors to buy something from their website on the first visit. Instead the goal is to establish a connection with the interested visitor, before you turn those visitors into customers. But having clear calls to action (CTAs) on your site with a tempting give-away will encourage your visitors to give you their email details in exchange for the freebie. By giving you their email address, visitors are giving you permission to communicate with them. From there you can begin to develop a relationship.
What makes a good call to action?
Well the good news is - there is no right or wrong way to do it!
However as often is the case with flexibility it means a certain amount of trial and error, and experience, will win the day. Whatever the approach taken there are a number of best practice elements that have been shown to increase the chances of success.
- Colour and Contrast
Live Website Audit
Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.
The wording on the button can make a difference to the click though rate, using 'My' instead of 'Your' can also increase the click through rate. Putting an arrow on the page draws people’s eyes to follow the arrow to where it is pointing - your action button.
The best way to discover what works best for your audience is to try different positions on the page and to split test and measure the results. Research from econsultancy.com shows having the button in the centre had more people click on it than having the button positioned out to the right!
You should always use A/B testing to see which variations of page layouts work best.
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