Having an effective call to action is an essential part of any website. As online commerce is increasingly part of the equation, every website should have an objective to goad the user into filling a contact form, signup for a newsletter or volunteering time for a cause.
The call to action has multiple features: Focus on your site, A site success metric & Direction to users
How then do we create an effective metric? There are ten techniques to help achieve that.
1.Plan The Groundwork: Before a user is willing to complete a call to action, they have to recognize the need. Clearly communicate the benefits of responding. Anywhere in the world, people want something for themselves. What will they gain out of completing the call to action? For example, consider downloading the latest version of your browser for a richer online experience. The call-to-action button tells them clearly what they will get when they are downloading it, that the language is English, and the space is 8 MB, for example.
2.Give A Little More: There’s nothing like giving something extra to clinch the deal. Incentivize, and see the money rolling in. Most people are motivated by different factors, but people zero in on some common ground, a t-shirt, entry into a competition, or a contest et al.
3.Have a Small Number of Distinct Actions: It is very important to be focused. Too many and the user gets overwhelmed. For anybody globally, a lot of information or ideas tend to confuse. By reducing the number of choices, mental effort is limited. The users are taken around the site step-by-step. Actions vary, depending on the need of the marketer. Some people want more ideas encapsulated on the page, while others want lesser.
4.Use Active, Urgent Language:
Most users need to know what to do, in clear terms. Active words need to be used, such as, buy, fly, donate, subscribe etc. For a sense of urgency, and the need to act now, use phrases that tempt the user, including: “The Offer Expires 25th December, Buy Now and Get A Trip to Malibu.”
5.Larger Than Life: Make it big:
The world needs ideas that represent something different. Most clients are erratically idiosyncratic. But, we know that in any thing in life, the bigger thing gets noticed more easily. Take this approach to heart, at your own convenience.
Use white space judiciously. The better you use white space on the call-to-action page, the more attention you draw to the core message. Cluttering with surrounding content and it will get lost in the overall noise.
7. Use an Alternative Color:
The web design aesthetic can suffer from wrong use of color. Look around the internet, and you have various examples of muted shades contrasting with bright actionable shades.
8.Positioning Does It:
The position of the call to action always helps in creating more awareness. Ideally, the whole thing should be placed high on the page and the central column.
9.Collect Minimal Information:
If the user does respond to your marketing zeal, do not bother him by asking for too many details. Too many demographics can help build a database, but they can be somewhat detrimental.
10.Have a Call To Action Everywhere:
A call to action should not be limited to a homepage. Practically every page of the website can be tied in with an ultimate objective to help in some ulterior motive.
To sum up, an effective call to action is the holy grail of digital marketing. The design is a parameter of usability, and can assist the sales funnel.