JASE Group says every website should have one. Once you have it, you are on your way to measuring its success. An effective website will achieve objectives such as request to fill out a contact form, sign up for your newsletter, enter a contest or download your software.
When it comes to having a goal for your website, a Call-to-Action or set of language guiding the reader to click, engage and interact is key. Now that you know it is part of the JASE Group formula for success, summarized below are a few things to think about when bringing a CTA onto your site:
Communicate the Benefits of Completing the Call-to-Action
First begin to identify the problem that your customer might be facing (this should take some thoughtful insight into the mind of who is searching your product, service or information). Once armed with that insight you can present your product or service in a way that provides a solution. Communicate clearly and try to explain what the user will get if they complete the call to action. You have seen it before and results show it works; promotions or giveaways are a useful technique to get the results you’re after. Other times all you need is to clearly state your desired results such as this simple yet effective Barack Obama site requesting donations or the planHQ site with more than one CTA on one page.
Create a Sense of Urgency with your Call-to-Action
It’s not just that you have great content and are taking the time to provide valuable information that you know drives traffic to your site, but how do you convert that traffic to sales? Lead the way with action words and follow up with specific phrases. Words such as: buy, donate, download. Phrases like: limited time only and receive a free gift if you order now.
User Experience is important with Call-to-Actions
User experience or UX as it is being referenced in short is becoming the next big trend for web design. Things change fast and make no mistake to ignore this new topic. User Experience is the way a user navigates, interacts and engages with a website. This applies to your CTA because it is directly asking the user to interact or take action. UX will refer to how a person will view the CTA in contrast to the rest of the content and design of your website. Three key factors are important where the terms user experience and CTA cross: position, color and white space. Check out this site for resources that will help you speak UX language.
Relevant and Often is the rule for CTA’s
When your CTA is relevant to the content on the page it will be more effective. If the user is visiting your blog, then your call to action might be to lead the reader to sign up to follow. A CTA can potentially be placed on every page not just the homepage.
Call-to-Actions Belong Above the Fold
Placement is a key factor in a CTA’s success. Keep it front and center or the upper right hand corner says experts. Easy navigation means keeping it above the fold of the page so the reader does not have to scroll down. JASE does a great job with their client Dragas Companies keeping their CTA above the fold and simple to see against the white background.
Stay tuned for more to come on this series of blogs to cover ‘User Experience’, ‘Call-to-Action’ & ‘Measurements of Success’ by subscribing to the JASE Group blog: SUBSCRIBE HERE.
image credit: mondays child on flickr