Workflow & Calls to Action
The purpose of a ‘call to action’ is to make the visitor actually do something – other than read the content of the website or go elsewhere.
Unless your website is purely an information site, most businesses
websites are trying to either sell directly or indirectly from the website.
If the visitor is not motivated to do something – your loss will
be your competitors’ gain!
Therefore, it is essential to increase your chances as much as possible
to engage your visitor in some way before they leave.
If selling directly – e.g. goods or services via an online shop
– calls to action could include ‘Buy Now’ buttons,
‘recommend a friend’ email schemes, discounts for buying
online, pop-ups(or better still Hover-Ads qv) – the list is endless.
Thought needs to be applied depending on the kind of site you have.
If selling indirectly – e.g. you simply want a ‘lead’
then you could offer an incentive to leave an email address –
free brochure/CD ROM, monthly newsletter, membership discounts, sample
pack, etc. Again – this needs to be tailored to suit your website.
The benefits of ‘Calls to Action’ include:
• Increased Conversion. You’ve paid for
marketing the site – now get your best return.
• Measurability. i.e. you can test & measure
different approaches.
• Increase your database. Everyone who’s
details you capture may well buy off you in the future – for almost
no extra marketing cost!
• Increased loyalty. If you incentivise visitors
to leave details and return – they will become loyal. Think of
Tesco’s Clubcard points!!!
• Increased satisfaction. If you can increase
your personalisation to customers experience(e.g. by cookies- remembering
who your visitors are) they will perceive that you are doing your best
to care for them & spend more due to increased trust.
Everyone likes something for nothing! Offer something that costs you
little or nothing but that may well be of value to your customers.
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