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How to Craft a Call to Action

Written by: Ken Wisnefski

Article Overview: Do you know how to get your browsers to react to your Web site? The concern about getting traffic sometimes hide the necessity of getting your customers to make a purchase. Find out how to strengthen your calls to action.

How to Craft a Call to Action

Introduction-


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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Article Tags: browsers, objective, purchase



Related Forum Posts
Re: Blog sells for up to $15 million - Action speaks louder than dream. What are we doing about GT suggestion? We can make this work in 2010
Advertisement that sales - Plan your marketing programme. It should include commitment to capital resources. If you run a small business, you aren't likely to have a generous enough advertising budget that will allow you to run costly branding or campaign ads. Every advertisement you run must convey to your prospect a solid offer and attractive reasons to act quickly, and result in increased sales and an enhanced image of your company. Good advertising always pays its own way through increased sales and profits, improved cost-effectiveness, reduced selling costs and shortened selling cycles. A useful formula that will help you increase the effectiveness of your advertising efforts is A-I-D-A, which stands for Attention, Interest, Desire and Action. When creating an advertisement, always remind yourself that it should: (1) capture your prospects' Attention, (2) arouse their Interest in your offer, (3) create their Desire for your product or service, and (4) provide a powerful spur to Action, that is, turn your prospect into buyers. Remember, bad advertising is an unproductive expense, and good advertising is an investment in future profits!
Re: Watch What you Read - I agree. i believe more video's should be like Jeffery Gitomers video's under his Sales rant. They are typically not more than 3 minutes. His model seems to be; 1. Main Message (or Point) 2. Example 3. Next steps to put it into Action take away the extra "blabber" and you've got viewers that will come back.
I answer my phone - when I worked in the Call Center we had to say "Good XXXXXX, Andy speaking, How may I help you?" imagine saying that over and over again. It kind of sticks with you. It's been a few years now but I've kicked off "How may I help you?" part.
Re: Best Internet Marketing Strategies - I think the number 1 strategy to succeed is to "Take Action". Too many start and never follow through. Get caught up in the stomach moment (having a feeling of making 1,000's and seeing others do it, but you not doing anything to achieve). To make it easier on others, you need to have a game plan as well. How much work you will put in daily, how much it will cost, what the average conversions are, how much traffic you will need, your advertising sources, and others, but just a plan.


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