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Call to action: Webs secret weapon for sales success
03/28/11


Recently we helped a client get over 100% increase in daily visits to their contact page -- overnight. Here's a snapshot of the Google Analytics report for their web contact page:

 

 

Big difference, right? But it came from a small change to the site -- all about improving the web site's call to action.

What is a call to action?

Call to action is a marketing term that describes the words used to encourage the viewer of an advertisement or sales approach to do something to start the buying process. If you've heard an infomercial pitch man tell you to "Call now, operators are standing by," you've been given a call to action.

 

A web site that makes it crystal clear how users can engage with the brand will always be more effective at generating leads or making sales. If your web site is vague or leaves it to the user to determine what to do next, you're leaving money on the table.

What does a call to action look like on a website?

Most commonly, e-stores use buttons that say "Buy Now!" or "Add to Cart." These short commands make it clear exactly how to make the purchase.

 

For companies that sell services, non-profits, bricks-and-mortar retailers and other organizations without an online shopping cart, users might be asked to subscribe to a newsletter, print a coupon, make a donation, request information, download a whitepaper, or any other action that fits with the marketing plan.

What makes a good call to action?

The critical factor is whether it moves the person closer to making a purchase. That means that any call to action should be planned based on how your customers buy -- whether it's engaging with a sales person or visiting your location. If they're not making a purchase today, the next best choice is to enroll them into your marketing campaigns so that they can continue to hear from you until they're ready to take the next step.

 

For instance, at BolderImage most new clients learn about us from speaking with one of our sales team. So our website is designed to open that dialogue. How?

 

Prominent contact info. The phone number is posted at the top of each page. Note the text "Call us today." That's a call to action.

 

Buttons invite users to get started. In addition to the phone number, content pages utilize a prominent button that connects to a web contact form. In the case of the client from the beginning of this article, we placed a call to action button on each page of their site. That change alone delivered a huge jump in leads.

 

Invitations to contact us. On pages describing services, portfolio pieces and even blog posts, users are encouraged to contact us. It's a subtle, effective reminder that we're ready to help you.

 

 

How can a strong call to action impact results

Any improvement to your website relies on multiple factors to determine success. In order to capture more of your web visitors as leads, you need to have at least some regular traffic to your site. The more traffic you have, the more opportunities you have to turn a visitor into a customer.

What's the next step?

To determine if your web site needs a stronger call to action, ask yourself the following questions:

  • What do we want web visitors to do after visiting our site? List as many as apply.
  • How many of our web visitors are taking these actions? Do we know?
  • Is it clear to the visitor on every page of the web site what we're asking them to do?

Once you know your approach, it's easier to implement on your web site to start seeing results -- maybe even overnight.

 

BolderImage works with businesses of all sizes to find new ways to attract and capture new customers online. To learn more about how BolderImage can enhance your website to make more sales, contact us today.

Tags: Google marketing analytics 

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