Building a website that’s perfectly optimized for search engines and gets plenty of free, organic traffic every day is a good start to an effective website, but getting traffic is only half the battle. For a website to be truly effective, you need strong calls to action that encourage your website browsers to become website buyers. Here are three ways you can add meaningful calls to action to your website.
Your “buy now” call to action should be easy to see, easy to click from a computer or mobile device, and eye-catching. Your “buy now” call to action should not be buried in a block of regular text as a simple text link. Instead, use eye-catching graphics and (reasonably) large buttons to convey your call to action.
Whatever it is you want the website visitor to do, whether it’s signing up for an email list, buying your product or becoming a subscriber, you should give them something first in order to get something later.
What should you give? Give something that will whet their appetites for your product, but don’t give something that’s so large that there’s no need for them to buy the product. A perfect example of the principle of “give in order to get” is the world’s largest online retail store: Amazon. Did you know that when Amazon introduced their book previews, they increased their sales conversion rates by 50 per cent? You can follow their example and give an enticing freebie as a way to lead your visitor to a sale.
What will happen if half the recipients of your email newsletter receive a link that leads to one sales landing page, whereas the other half receive a link leading to a slightly different landing page? Will one landing page out-perform the other?
Don’t assume that the call to action you’ve created is the very best one. Instead, experiment with different calls to action and track your results with something like Google Analytics. You might find out that a green button leads to twice as many conversions as a red button, or that asking for an email address in a pop-up window leads to zero sales, whereas asking for an email address at the bottom of a sales page leads to many sales.
The bottom line is that you won’t know what works until you try it and measure it.
These three rules of thumb for calls to action on your website are just the beginning of how to create effective calls to action. However, these three represent call-to-action fundamentals that every website owner should follow. Implement them and enjoy what happens to your conversion rates.
I am a professional .NET and PHP software developer. I has been designing and developing websites professionally since 1994. Currently working as SEO consultant at UK SEO Company.