Every website has a purpose, it’s there for a reason. As a business owner, you may know what you want your website to do, but do your website visitors?
You could have the best value for money service on the internet, a revolutionary product which will change people’s lives, or a simple yet effective website which drives traffic from your impressive Search Engine Optimisation techniques. But if it isn’t clear what you want the user to do once they come to your site, you may as well be shouting into thin air. They’re gone, and they may not come back.
Hold on, what’s a Call To Action?
A ‘call to action’ or CTA, are parts of your website which invite the user to perform a specific action. It will be eye-catching, stand out from the rest of the page and hopefully nudge the user into doing something which will lead them down one of your conversion funnels.
Buttons are usually the most common example of a CTA, but other examples include:
- Sign up for a newsletter
- Start a free trial
- Add to cart
A CTA is one of the most important elements of your website. It’s what will lead to converting visitors into customers and hence make sure your business stays afloat.
There are a number of best practices to follow when using CTAs which are outlined below.
The placement of your CTA is just as important as the content within it. If you think of a webpage as a sales pitch for your product, the CTA should be one of the last steps involved. It’s the salesman’s last pitch to you to persuade you to buy this product. The salesman won’t go straight in for the deal, he’ll try and persuade you as to why you need to buy this product.
Potential customers won’t want to buy your product without learning more about it. That’s why CTA’s are generally placed near the bottom of websites, so that you have been given enough information to make your mind up on whether to purchase the product. This is especially the case if your product is new to the market or the first of its kind.
Multiple CTAs sprinkled throughout a webpage is a common practice as it gives the customer a chance to access the conversion funnel if they have heard enough and decide to purchase your product. At Fourteen Forty we take the view that quality is better than quantity when it comes to CTAs, you don’t want to bombard visitors (this wouldn’t be good on an effective website) with them as this could result in lost conversion opportunities.