The “ART” of Call To Action Placement
Call To Actions or "CTA"s can make or break a website. A CTA can take many forms but should always perform its purpose when trying to get your visitors to perform an action.Alot of really good web designers overlook how important Call To Actions are for their clients. In many circumstances they are the very reason the site exists in the first place. I know it sounds obvious but the first thing we try to define as web designers is "what is the client trying to offer or accomplish". Typical ones include:
- Selling a Product or Offering
- Offering A Membership or Automated Service
- Collect Prospect Information
- Attracting Traffic for Promotional Reasons
In most cases many visitors that come to a website are looking for something specific. I would estimate that 70% of web designers are not going to read though all your content and surf your entire site before making a decision on what the website is needing to offer.
I break down visitors/users into two types, lazy and not lazy. A lazy visitor is shopping “right then and there” and wants to make a quick decision based on what service/ product they are looking for. These types of visitors require that you design and place your call to action in an obvious and eye catching manner; usually they just want to get in and get out.
A visitor that is not so lazy will do a little research and needs to be coached toward the goal using more subtle call to actions. You really want to get the most out of every visitor so building the site for both types is what needs to be planned for and thought out during the design process.
A really good example of a successful CTA modification we made to a client’s site can be found at www.renewman.com. This company was getting an unbelievable amount of traffic but were not getting much of an ROI when compared the amount of visitors they were getting. Blue Light Labs took a really good look at how the site was visually sculpted and where the call to actions were as well as how they were presented. After implementing more visually recognizable Call to Actions and adding a mini form call to action on the home page, leads where more than doubled over night. This client experiment made us really start paying attention to Cal to Action design, placement and the conversion rates.The mini form alone just allowed visitors that where interested in the companies deliverables to type in a quick name, email and some interest information so they could be followed up with. To our surprise there were more visitors that used this method of communication than ones that just called the toll free number directly. This might not be the case with all sites but it did prove the importance of Call to Action Sculpting.
Most people read left to right and just like a type writer their eyes will catch the first obvious option to the right of the page. Two commonly used layouts below have worked much better when organizing home page Call to actions.
Throughout your internal pages you should always have an easy to access Call to Action. Visitors need to be able to engage any time when surfing sub pages and accessing additional information upon demand easily. It is also helpful to experiment with different titles and slogans. Google has a service called Google Experiments that lets webmasters and web designers try out different layouts options. Using this tool can be useful when analyzing traffic flow and bounce rates as they relate to modified templates.
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