The Importance of Call-To-Action in Web Design for Generating Leads
The entire purpose of designing an e-commerce website is to make it convenient for users to purchase products and services. A simple way of encouraging conversions is by incorporating CTA (or Call-To-Action) in the website by way of buttons, images and links accompanied by an actionable text that explains to the visitors the outcome of their actions. If your website has been receiving a lot of traffic, but the conversion rate does not seem to be good enough, among the many potential reasons, there often is the lack of well-designed and strategically placed CTAs.
The function of a CTA is to lead the users along the sales funnel, by encouraging them to do various things like subscribing to a newsletter, commencing a free trial, requesting a discount coupon, etc. or even purchasing a product. Let’s take a quick look at the various types of CTAs that you can consider for your website:
It’s a well-known fact that most successful companies have an extremely vibrant social media presence. In a survey amongst marketers, an overwhelming 83% agreed that social media was vital for organizational success. Thus, it makes very good sense to include into your website all the popular social media links so that your visitors have more opportunities to engage with your company and brand. This is also a very good way of encouraging your visitors to like or share the content on your website. The inclusion of social buttons enables you to tap into the social media networks of your users and generate more leads, as well as expand your database of email subscribers. Placing the social media button at the bottom of the page usually works better as the user gets an opportunity to go through the page contents before deciding whether to share or like the contents.
The leads that are generated by placing the CTA at the end of the page generally rank better in quality, as the clicks will come from those users who have liked your page contents so much that they have bothered to read it all and reach the bottom of the page. Visitors reaching the end of the page are likely to be more interested in your site than the rest, so placing the CTAs at the page footer will encourage them to take their interest a step further.
The ‘Subscribe’ button is one of the most common CTA to be found on any website, as it represents the easiest way of collecting email addresses of interested users. Those who may be inclined to think that email marketing is outdated will be surprised to learn that even today this is the most widely used digital marketing tool and has an ROI that beats other channels like social media. According to Las Vegas Web Design Co.com , studies have revealed that a whopping 77% prefer email over social media like Facebook for receiving promotional messages that are permission-based. The frequency of email transmission depends on the nature of the business; for the financial sector, it could be daily while for conventional products, once a month may be sufficient.
While conventional static CTAs are perfect for delivering clear and concise messages, an animated or moving CTA works better to catch the attention of the user. For example, a sliding button allows users to click on it wherever they may be on the page. The conversion rate also tends to be higher, as typically these buttons intrude far less than pop-ups and their movement along with the reader’s cursor makes them more likely to be clicked. For more impact and noticeability, you can include figures or cartoon that are animated and draw attention to the CTA.
When finalizing your website design and incorporating the CTA, it can be very easy to lose focus regarding the user’s environment. In today’s context, it is vital that the website is optimized for the variety of screens that users will be accessing the website on, including the relatively smaller mobile phones. It is essential that your website design is responsive to the screen size and it is possible for both the full page content, including the CTA, to be clearly visible.
Jack Dowson is a database expert and has written many articles on database, web design, hosting, internet etc. He has a great experience in the field of writing. Read more at http://www.remotedba.com/