Without proper call-to-actions on each webpage of your site, you lose many chances to further interact with visitors or close a deal right at the moment!
What is call to action (CTA)?
According to Wikipedia, “Call to action (CTA) is a marketing term for any design to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.”
Simply put, CTA is a phrase or term usually can motivate users or visitors to take actions including purchase, sign up or contact, etc.
Why is taking call to actions into consideration important while designing a website flow?
When visitors jump to your website through search engine results, they must look for some information related to products or services you provide. They usually jump around different pages to make a quick browse and then bounce until next time they come back again.
As you may hear of “the Marketing rule of 7” which is a theory about prospects need to interact with your brands by 7 times in average before making purchase. Therefore, prospects barely take an action when they are first few times visiting your site. Instead of letting them bounce without leaving any information, you need to design some call to actions on the site to acquire visitors’ contact information for further interaction or at lease guide them to browse more for longer time-on-site. With these further (7) interactions, visitors will get to know your brand more and eventually make purchase.
Is it any difference for B2C or B2B websites?
General speaking, the concept is the same but call-to-action behaviors may differ. Let’s go through some examples:
B2C e-commerce website: Yoox
When you land at Yoox and there is a tiny box on the right hand side will catch your attention immediately. That is a typical call to action nowadays to invite visitors to sign up newsletters. Usually it will give out discount as incentives to exchange your email address for further interactions.
On product pages, besides “add to shopping bag” and “add to dream box”, there is a heart icon on the top right corner for “add to favorite” and it’ll require visitors to log in or register. The terminology behind this is when visitors are really into this product and want to save it for later, they’re willing to log in for time saving before making quick purchase. Taking the shopping flow or behavior into consideration will help you quickly find out the timing for implementing call to actions without causing antipathy.
B2B website: Shopify
For B2B business, usually it takes longer for decision process and requires demonstrations from sales people. Hence, the major call to action on B2B sites is either “contact sales” or “request a demo.” Shopify is a great example. When you hop on Shopify website, there is a box asking you to fill in an email address for free trial which allowing you to try some limited features; moreover, you may receive contacts from sales people for further discussion. As you can see, there is another big green call to action button on the top right corner and on each page as well. Shopify here is seizing every opportunity to further contact you.
Since Shopify is selling an e-commerce store building solution not just physical products, it lists out many useful how-to materials with its feature highlights, which helping visitors quickly understand what they can get if they purchase the service. By utilizing these guidelines, Shopify can increase visitors’ average time on site and each call to action leads to next page or another call to action and so on. Therefore, visitors will not just browse and bounce without leaving any trace.
And don’t forget to offer an option for visitors to talk to sales people since B2B business usually needs to discuss customization plans or pricing directly. Therefore, implementing a “talk to sales” call to action and providing an online contact form can save effort for visitors to leave you messages. Always remember the shorter the contact process is, the more prospects are willing to drop you a quick line.
Instead of spending tons of money on ads out there for broad audiences, visitors landing on your sites are those audience show strong interests on your products or services and highly possible to become your future customers. Therefore, how to keep them in the loop and constantly get in touch with them become an essential tactic for sales growth in the long term. Next time try to think through what kind of call to actions you can implement when (re)design the website, it will help increase your site performance no matter on sales or engagement.
If you’d like to know how to design the website flow and call to actions by steps, check out Design a Website Flow With Call to Actions to Generate Leads or Increase Conversions (Real Case Study) for more details.