You need to state a clear call to action, whether your site is e-commerce or not. The better you state your call to action, the better your conversion rate will be.
- Be clear & persuasive
Tell people exactly what you want them to do. You may think it’s obvious, but it’s not. Say it loud, say it proud. Any hesitation or uncertainly on your part will just leave the viewer wondering if you mean what you say.
- Remove distractions
People may come to your site all primed to make a purchase. The last thing you want is for them to be distracted by a design flub or bad functionality. Once they click away, they may be gone forever.
Your call to action needs to be placed on the line of sight throughout your page. Place it above the fold, make sure it is interspersed throughout your page.
- Reduce Choices
Make sure the conversion exit is the only option if at all possible.
- Big Orange Button
Play around with different formats for your conversion exit. It doesn’t have to be a big tacky explosion of color, but it should be in a color that makes it stand out from the rest of your page.
- Relevant Call-to-Action
Make sure your button reads something useful “OK Sign Me Up” instread of the absolutely terrible “Submit.”
- Present the facts well
Make sure you tune your message so that it supports your call to action flawlessly. The last thing you want is to do is sloppily present your ideas, losing the viewer amidst bad writing.
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