The Importance Of Calls To Action

The conversion process on your website has different elements, but the calls to action (CTA) are one of the most essential. It speaks specifically to the readers of one piece of content and beckons them to move closer to becoming a customer. Conversion rates are higher when using a call to action that is well designed.

What is a description of a website call to action?

There is a lot of things that a call to action can do, including increasing site traffic and sales, finding new team members to join, click your ads, follow you on social networks, or to subscribe to your company newsletter.

A call to action is a banner, form or link that guides or requests website visitors towards the next step in the conversion process. When a new prospect ends up on your webpage, an ebook or whitepaper could be offered for example, something that is very simple for them to get. You can create next level calls to action for those who have already received the “top of the funnel” offers, and receive some more detailed personal data from them, in order to get the invitation or specs you are offering, for example.

For anyone to take advantage of the offer, the “why” needs to be strong for them. 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. Your potential buyer should see this offer as something they are interested in, and find valuable.

The content in your call to action must be synchronized. 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. Arrows or other graphics are beneficial, and an interesting font such as one that looks like handwriting is effective. 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. The CTA should be in line with the other navigational features on your website.

You have a very limited amount of time to capture a person’s attention. You want to keep your call to action short, while still providing enough information about your offer. If it looks tedious to the prospect, they will likely not bother to read it, so respect their limited time and attention.

The same rules apply to any forms associated with your call to action. If you are trying to get someone to opt-in to your e-mail list, for example, keep your form short. The important information is all you need. People are less likely to fill out a long, complicated form. Prospects don’t want to have to work hard to purchase your product. The easier you can make the purchasing process, the more success you will have. Fast and easy is what the customer wants the process to be like, and if it is this way, your conversion rate will increase by a large margin.

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