Effective Calls to Action

Effective Calls to Action

Eddie Gallagher | 2/08/2011

Without action now it is doubtful there will be action later. It is in our nature to put off action to a later time, filling in web forms is a good example, it can be a laborious and tiresome task and if we aren’t compelled to do it right away, chances are we won’t. Obviously, as a website owner you cannot afford your customers not to take action on your offers or promotions. There is only the present moment. If your web site does not convince someone to convert right now, it is highly doubtful that it ever will.

Generally your sites main call to action is the final commitment you require of your visitor.  If your site has the correct structure/messaging and has managed to build the required momentum the final stage should have a decent conversion rate. Getting people to take the action you want them to take is always achievable provided you follow a few fundamental rules:

• It seems simple, but it’s amazing how many websites get this wrong - the call to action must exist, and it must be clear that it is a call to action
• The timing must be spot on. Give your user enough information to make an informed choice, and then call them to action.
• You need to provide enough positive signs and resolve enough negative concerns for your CTA to appear legitimate. If there are lingering doubts in the prospects mind, those very reasons may be enough for your user not to act
• There must be enough momentum. The prospect must feel confident enough in the offering that it makes sense to take the action offered.
• Finally, make your massaging urgent, your call to action has to induce action now!

tags: Web Design ,  Web Strategy