We have a new kid in the offices here, and she’s great. She really gets this stuff and can write rings around everyone. So I’m sitting alongside her computer monitor, drinking coffee and chatting about conversion (like you do), and she asks me “Patrick, what exactly is a call to action?”
Three of my eyebrows pop up, ‘cause my first reaction is to think, “Come on, isn’t it obvious?” And then I realize it’s a very good question because it isn’t always obvious. So I suggest she read my article on Calls to Action.
Except, I never wrote one. So here’s the fix.
Let’s set out the important information you need to keep in mind when you design and weave effective Calls to Action into the structure of your Web site.
Every one of your visitors has come to you voluntarily – each made the choice to land on your Web site. Excepting those who are lost, they came to you because you have something that interests them.
People like to be “sold.” They just don’t like being pushed. Persuasion is an act of gentle pulling.
Now, imagine you walk into a hotel. It’s big and posh, and although you know the routine of what you should be able to do in a hotel, you’ve never been in one like this. A fellow steps up to you and asks if you are planning on spending the night here, then shows you to the reception counter. At the counter, you go through the ritual of registering (also an action-packed event), and then they ask if a bellhop can show you to your room and help with your luggage.
“This way to the reception, Sir.” “May I have someone assist you with your luggage?” “Would you prefer to use your MasterCard or your Visa?” These are Calls to Action. At no point along the way were you left to stand and stare, perplexed with indecision. The hotel staff gently persuaded you toward the next step on your journey to a good night’s sleep.
It is absolutely okay to ask your visitors to take action. In fact, you must ask them. Because if you don’t, all you can do is hope they’ll figure out what they are supposed to do next and then actually do it. Without well-considered, well-placed Calls to Action, you leave a lot more to chance.
The most obvious Calls to Action are ones that say “Add to Shopping Cart” or “Buy Now” or “Subscribe.” A straight-forward “do this.” At the most basic level, they tell the visitor what she can accomplish on that page, and encourage her forward in the conversion process.
When Calls to Action like these are paired with Point of Action assurances (“We Value Your Privacy,” “You can always remove the item later”), you motivate action and build confidence.
There are the Calls to Action that are meant to be part of the information-gathering process of the buying decision. You might offer these as Calls to Action: “Next” or “Click here to see alternate views” or “Read what our customers have to say about the Turbo 915.” It helps to pair this sort of Call to Action with an emotionally appealing benefit, so you maintain the flow of AIDAS.
Embedded links are less obvious Calls to Action, but when they look the way folks expect a text link to look, and when they intuitively imply where they go, they certainly can function as a Call to Action. These are the Calls to Action that will help you meet the various needs of all the different personality types who come to your site. Suppose I read “The services we provide to clients like you …” and the “clients like you” part is a hyperlink. If knowing who you’ve worked with is really important to me, then you satisfy my desire for this information by placing a subtle Call to Action directly in my path.
Calls to Action are critical elements in the design of your persuasion architecture. Every page should have at least one (never consider the back button on a browser or your various navigation schemes as Calls to Action). In fact, you should be able to follow your persuasion path from page to page with Calls to Action that echo the desired flow of your conversion process. And when folks want to take a little sub-loop information-gathering trip, make sure your Calls to Action can get them back into the primary loop.
Got the idea? Then start calling.