On a website, the call to action (CTA) is a crucial conversion process aspect. This is an element that will communicate with your potential customer and try to lightly push them to purchase a product or service, while browsing your page. Having effective calls to action can increase your conversion rate.
What does a call to action on a webpage do?
Driving increased traffic to your webpage, newsletter subscriptions, increasing social network followers, service or product sales, getting new team members, clicking your ads, and other things beneficial to your business are the reason to use a call to action.
It helps to guide your page visitor toward the next level in your conversion process, and it is one of a few things, a link, form, or banner. So, for instance, if a searcher lands on your website for the first time, you might offer them something with a very low barrier to obtain, such as a downloadable ebook or whitepaper. Someone who has already obtained one of those "top-of-the-funnel" offerings might have a more advanced call to action presented to them, such as product specs or a special invitation that requires a bit more personal information to be obtained in exchange.
There must be a good reason for the site visitor to care about what you are offering them. You could offer a discount, give a free trial, bundle items into a package, or give guarantees or successful stories. 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. You may want to put the hint to the offer somewhere earlier in the page, to soften them up to the idea. Whatever the reason, it has to be attractive and offer value to the audience.
The call to action has to be in harmony with content provided in it. Depending on what content the visitor is looking at, you can offer a subscription to a casual browser on the homepage, or a more intensive demonstration if they are more advanced in their search queries. 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. The calls to action should still fit within the general theme of your website, including the coloring of your particular brand. The potential buyer should be lured toward the CTA, but not distracted or bothered by it. Think about navigational cues that fit within your overall site.
People have short attention spans, you don't have a lot of time to keep them interested. Give the prospect the necessary information quickly and don't waste their time with unnecessary material. There is no time to waste here, so don't make it lengthy and dull or they will move on, people don't generally have a lot of extra time.
Make any forms that you are asking the visitor to fill out quick and easy. When you want them to sign on to your newsletter for instance, a short form is best. Only ask for the essential information. Complex forms that are lengthy are not filled out as often. 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.
What does a call to action on a webpage do?
Driving increased traffic to your webpage, newsletter subscriptions, increasing social network followers, service or product sales, getting new team members, clicking your ads, and other things beneficial to your business are the reason to use a call to action.
It helps to guide your page visitor toward the next level in your conversion process, and it is one of a few things, a link, form, or banner. So, for instance, if a searcher lands on your website for the first time, you might offer them something with a very low barrier to obtain, such as a downloadable ebook or whitepaper. Someone who has already obtained one of those "top-of-the-funnel" offerings might have a more advanced call to action presented to them, such as product specs or a special invitation that requires a bit more personal information to be obtained in exchange.
There must be a good reason for the site visitor to care about what you are offering them. You could offer a discount, give a free trial, bundle items into a package, or give guarantees or successful stories. 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. You may want to put the hint to the offer somewhere earlier in the page, to soften them up to the idea. Whatever the reason, it has to be attractive and offer value to the audience.
The call to action has to be in harmony with content provided in it. Depending on what content the visitor is looking at, you can offer a subscription to a casual browser on the homepage, or a more intensive demonstration if they are more advanced in their search queries. 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. The calls to action should still fit within the general theme of your website, including the coloring of your particular brand. The potential buyer should be lured toward the CTA, but not distracted or bothered by it. Think about navigational cues that fit within your overall site.
People have short attention spans, you don't have a lot of time to keep them interested. Give the prospect the necessary information quickly and don't waste their time with unnecessary material. There is no time to waste here, so don't make it lengthy and dull or they will move on, people don't generally have a lot of extra time.
Make any forms that you are asking the visitor to fill out quick and easy. When you want them to sign on to your newsletter for instance, a short form is best. Only ask for the essential information. Complex forms that are lengthy are not filled out as often. 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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