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Call To Action – What to do to Boost Your Call To Action

A Call to Action is typically a statement or a pretty button at the end of a commercial website, email, or advertisement that asks the consumer or user to take some sort of action, be it clicking the button, clicking a link, filling out some sort of lead generation form, or making an immediate purchase right then and there.

Call to Actions are simply inducements for users to take some sort of action that will benefit, in some form or fashion, the owner of the website, either financially or by providing the owner information or content that is beneficial to them or their website. But just because a Call to Action is present on a website doesn’t necessarily mean it’s a ‘good’ or ‘effective’ Call to Action.

 A few things to ask yourself about your Call to Action, which is often how you, the website owner or advertiser, measure your click-through and conversion rates, include the questions:

1. Is your Call to Action compelling and/or persuasive?
2. Does the user know what they are being called to do? (Meaning is it clear?)
3. Do they know how to do it? (Click here, etc.)
4. Is the Call to Action visible? (Meaning is it clear on the page?)
5. Is the Call to Action urgent? (No, we don’t mean is it blinking, flashing, etc)
6. Does the action take the user directly where they need to go?

Call to Actions should also address the correct audience, and appeal to that audience in a way that they find appealing. This often requires a little more insight into your users, which requires making sure you know who your target audience is and what they find compelling.
Some of the compelling ‘rewards’ or ‘offers’ in Call to Actions are white papers, free e-books, certain types of downloads, free trials of software, your product or service, etc.
Just remember, it’s the whole package that needs to be compelling–the content on your webpage, email, or advertisement, the navigation, the user experience, and finally the Call to Action and the offer you’re providing your user once you actually get them to take the desired action.

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