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Workflow & Calls to Action

The purpose of a ‘call to action’ is to make the visitor actually do something – other than read the content of the website or go elsewhere.

Unless your website is purely an information site, most businesses websites are trying to either sell directly or indirectly from the website. If the visitor is not motivated to do something – your loss will be your competitors’ gain!

Therefore, it is essential to increase your chances as much as possible to engage your visitor in some way before they leave.

If selling directly – e.g. goods or services via an online shop – calls to action could include ‘Buy Now’ buttons, ‘recommend a friend’ email schemes, discounts for buying online, pop-ups(or better still Hover-Ads qv) – the list is endless. Thought needs to be applied depending on the kind of site you have.

If selling indirectly – e.g. you simply want a ‘lead’ then you could offer an incentive to leave an email address – free brochure/CD ROM, monthly newsletter, membership discounts, sample pack, etc. Again – this needs to be tailored to suit your website.

The benefits of ‘Calls to Action’ include:

• Increased Conversion. You’ve paid for marketing the site – now get your best return.

• Measurability. i.e. you can test & measure different approaches.

• Increase your database. Everyone who’s details you capture may well buy off you in the future – for almost no extra marketing cost!

• Increased loyalty. If you incentivise visitors to leave details and return – they will become loyal. Think of Tesco’s Clubcard points!!!

• Increased satisfaction. If you can increase your personalisation to customers experience(e.g. by cookies- remembering who your visitors are) they will perceive that you are doing your best to care for them & spend more due to increased trust.

Everyone likes something for nothing! Offer something that costs you little or nothing but that may well be of value to your customers.