A good call to action is a Siren Song. Your target audience shouldn’t be able to resist its lure. However, many times websites calls to action are a dud. They ask for a lot and provide little in return. Make sure that your call to action is appealing to your website target so that conversions are consistently generated.
The first hurdle to making a good call to action is knowing your audience. If you make “gut calls”, then you don’t know your audience. Instead do some testing on calls to action. Create landing pages for as many as three calls to action. Make the layout and language as similar as possible. Then send it to test audiences that fit your target profile. That will illustrate what calls to action are appealing and which draw little interest.
The second step is to test and track layout and content. Some changes will vastly change visitor’s perception of an offer. For testing purposes it’s best to make small changes and see how that affects the metrics. After the first test is complete, make another small change and see if that improves conversion. This can be a tedious process but it ensures gradual improvement rather than guesses that may or may not help the call to action. A layout and content that clearly communicates the call to action and the benefit to the visitor is the critical to ensure that visitors take advantage of an appealing offer.
Just remember that unlike a siren song we want to serve our visitors needs, not dupe them into dooming themselves. Make sure that your call to action is sustainable for your business and you can deliver on the promise the call to action makes.