How to Craft a Call to Action
By
VendorSeek
Are your customers reacting to your Web site? Surfing the Web is an action; and when a customer finds a site and makes a purchase, that is a reaction. Something about the site compelled the browser to interact.
Getting browsers to your site is only half the battle. A site may be highly populated with visitors, but if no conversions are being made, the site may ultimately fail. A consummated site is easily found and intrigues the visitor to make a purchase.
This article addresses how to get your browsers to make a move once they land on your site.
Step 1 –What is your objective? The first question you have to ask in engineering each page: What is its objective? Not all of your pages need an immediate call to action. Some pages may be structured to offer valuable information that will pique interest in making a purchase on an adjacent page. Regardless of the content of the page, make sure you have identified its objective.
Step 2- Where are your customers? There are ways to monitor where and for how long your browsers are perusing your pages. Find out what pages are getting the most attention – you want to construct your calls to action on those pages. Once you find what formula works for your particular services/products, continue to originate pages in the same fashion.
Step 3- Addressing the customer Many businesses make the mistake of writing to themselves and not the browser. The copy needs to focus on the customer. What can product/service do to improve their state? Present them with a relatable problem, and then present your product/service as the solution. Make sure you are talking about the customer and not yourself- there is a difference.
Paint a picture for your audience. Give them some references and something tangible they can relate to – pose a scenario. Present the advantages of using your products/services during that scenario. Providing a guarantee will assuage the anxiety of an ambivalent buyer. Close by leaving the option open for them – mention that it would be wise to make a decision before their competition does.
Step 4 – Monitor and modify Monitor the traffic coming to each of your pages. Gauge how well your “call to actions” is prompting more sales. If a method is working, duplicate the process with additions. See if the additions help or hinder the process. Constantly work towards tweaking and improving your calls to action; always strive towards bigger and better success.
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