subject: Seven effective call-to-action tips to achieve website goals [print this page] Seven effective call-to-action tips to achieve website goals
Call-to-action is a term commonly used in marketing and advertising lingo. The concept involves encouraging consumers to perform a desired action like for example purchasing a product. On the Web call-to-action features are especially important where there is less real-time interaction. Consumers on the Web have infinitely more choice and less of time. Most of the time people simply scan or glance through web content.
A matter-of-fact approach
Websites that are task specific, get to the point quickly and provide value in the form of solutions are those which are preferred. A snappy call-to-action feature works best, one which persuades and guides customers at the same time. An effective call to action feature should be a combination of intuitive design, great copywriting and sound technical functionality. Here's how you can make your website result oriented.
1. Focus on the purpose: Every website is designed with an objective. Identify what action your customers are supposed to take whether it is filling in a form, requesting a quote, placing an order or subscribing for a service.
2. Offer incentives: Goodies and freebies make an offer all the more appealing. For example a computer repair firm offering a free initial online consultation or a replacement part at a discount rate would sound an attractive proposition for most.
3. Make it easy: The Web does not offer the comfort of face to face communication. Simplicity is therefore all the more appreciated. Too many options or worse ambiguous features confuse your customers. A logical step by step process is recommended. For example an Ecommerce site with a register, buy and checkout format guides customers with minimum deviation.
4. Get things moving: Action words like register, call, buy or subscribe help in getting things moving. A sense of urgency can be introduced by adding a deadline leading to quick decision making. For example phrases like special offer valid till the end of the month, offer valid till stock lasts, order today and receive a free gift or discount rates applicable for first three days create the right ambiance.
5. Location: An ideal call to action feature should be visible to the user within three seconds of arriving on a website. The feature should be prominently located on each page of the website in the header as well as footer section in case of a scroll bar. Also the feature should stand on its own and not as part of a jumble of words and tabs.
6. Font, dimension and color: A small image with an inconspicuous font won't make an impression. Use a darker font with larger image dimensions. Color is the best way to highlight anything. A contrast between colors attracts attention without being intimidating.
7. Post response process: How you take the process forward is vitally important. The post-response course of action helps in conveying a sense of professionalism as well as legitimacy and increases the chance of repeat customers. For example, a mail sent as an acknowledgement or with further details lets the customer know that someone is working on the action taken.
As far as possible do not request for any kind of personal information in call-to-action features. Also regularly check whether your call-to-actions are working or not with the help of tools like Google analytics. The best part of a call-to-action feature is that it gives you a measurable aspect of your website's success quotient.
