Crafting an Effective Call To Action
A “call to action” is the sort of statement that you make so that your viewers, or your target audience, potential customers or clients do something. More often than not this involves a request for more info, perhaps a phone call or an email, or sometimes opting into an email list or actually even purchasing what you want them to buy. This is usually something that will help the over all goal of the business, and is usually one of the better things that you can have on your web site.
A good call to action offers two core benefits:
•It gives your site some sort of focus- rather than just being there, it has a reason, something the viewer will then do.
•It can also help you to analyze things better.
However, there’s a good way to set this up and a bad way. If you simply don’t have enough information for the “why” the user should do what you tell them to, or what you ask- then they probably won’t. Many sites that sell products will list the benefits of those products right before the call to action. On occasion this can be also some sort of incentive- this is the part of the call to action blog where everyone likes to bring up Barack Obama’s fund raising website, and for good reason. That was one of the single greatest marketing feats of all time.
Another thing to remember, is to keep it very simple. Do not put a bunch of options into your call to action. It should simply be: call, donate, buy, email, opt in, register, or whatever option you’re looking for. Don’t mix it up. If you just want people subscribing to your email newsletter, there is no reason to also put another option on there for how they can find out about something else. You could have that as an option on another page- but keep each call to action down to “do or don’t”, basically.
Once you’ve got that, you have to give them a reason that they have to do it ‘right now’. I am sure that every one out there has seen something on a site, thought to themselves, “Hey, I’ll check this out later” and promptly forgot about it. If you create a sense of urgency, this won’t be a problem from your end of things. This means things like, “offer ends…” or “only valid until”.
Make sure that your call to action is appropriately right within the line of sight. Keep it towards the top and the center of the page. Make sure that it isn’t the same color as your back ground- you don’t want to just have a little drop down menu for this, make it really stand out. A good call to action can work out very well for you, but only if you are working with it in a way that makes the user want to actually take it. So, follow the above tips and your call to action should be very effective.