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 we compared the amount of visitors they were getting something was off. Blue Light Labs took a good look at how the site was visually sculpted and where the call to actions were, as well as how they are presented. After we implemented more visually recognizable Call to Actions and added a mini form on the home page, leads more than doubled over night. This client experiment made us begin to start paying attention to Cal to Action design, placement and the conversion rates. The mini form alone allowed visitors that where interested in the companies deliverables to type in a quick name, email. To our surprise there were more visitors that used this method of communication than ones that called the toll free number. 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 like a type writer their eyes will catch the first obvious option to the right of the page. Always try to keep this in mind. There is quite a bit a psychology involved when placing a CTA on a page.
Throughout your internal pages you should also always have an easy to access Call to Action. Visitors need to have the option to engage any time when surfing sub pages. It is also helpful to experiment with different titles and slogans. Google has a service called Google Experiments. It allows webmasters and web designers try out different layouts options by split testing. Using this tool can be useful when analyzing traffic. Visitor flow and bounce rates can get measured and compared to modified template versions.