The conversion process on your website has different elements, but the calls to action (CTA) are one of the most essential. 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?
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.
These show up on a webpage as a link, form, or banner that will help the potential customer to move down the line in the conversion process system. 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.
The offer must be something that the consumer is actually interested in. 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. The why may be initially mentioned or alluded to in the advert or article copy to get the audience ready for it. Your potential buyer should see this offer as something they are interested in, and find valuable.
Make sure your call to action is in sync with the content around it. Someone who is looking at a highly specialized part of your page may receive a prompt for a demonstration, and someone who is just looking at the front page could be prompted to sign up for email updates. And the call to action should visually stand out from the surrounding copy. Arrows or other graphics are beneficial, and an interesting font such as one that looks like handwriting is effective. However, ensure your calls to action fit with the color palate and overall look of your brand and surrounding content. The potential buyer should be lured toward the CTA, but not distracted or bothered by it. The CTA should be in line with the other navigational features on your website.
People have short attention spans, you don't have a lot of time to keep them interested. It should be short and concise, but still give them the valuable content you want to deliver. If it looks tedious to the prospect, they will likely not bother to read it, so respect their limited time and attention.
When a form needs to be completed, use this same thinking. 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. This should be as easy as possible for the consumer, and that will make the outcome more favorable for your business. Keeping your calls to action simple and making them easy to complete will dramatically increase your conversion rate.
What does a call to action on a webpage do?
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.
These show up on a webpage as a link, form, or banner that will help the potential customer to move down the line in the conversion process system. 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.
The offer must be something that the consumer is actually interested in. 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. The why may be initially mentioned or alluded to in the advert or article copy to get the audience ready for it. Your potential buyer should see this offer as something they are interested in, and find valuable.
Make sure your call to action is in sync with the content around it. Someone who is looking at a highly specialized part of your page may receive a prompt for a demonstration, and someone who is just looking at the front page could be prompted to sign up for email updates. And the call to action should visually stand out from the surrounding copy. Arrows or other graphics are beneficial, and an interesting font such as one that looks like handwriting is effective. However, ensure your calls to action fit with the color palate and overall look of your brand and surrounding content. The potential buyer should be lured toward the CTA, but not distracted or bothered by it. The CTA should be in line with the other navigational features on your website.
People have short attention spans, you don't have a lot of time to keep them interested. It should be short and concise, but still give them the valuable content you want to deliver. If it looks tedious to the prospect, they will likely not bother to read it, so respect their limited time and attention.
When a form needs to be completed, use this same thinking. 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. This should be as easy as possible for the consumer, and that will make the outcome more favorable for your business. Keeping your calls to action simple and making them easy to complete will dramatically increase your conversion rate.
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