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"Boost Your Sales by At Least 80% with a 'Call to Action'
One of the most important elements of your web site is the
"call to action." Your site may have a compelling headline
that grabs your visitors' attention. It may have well-written
salescopy, great graphics, awesome navigation, fantastic
testimonials, and an unbelievable opt-in offer.
But all these things aren't going to mean squat if you don't
include a clear call to action!
Take a moment to consider the purpose of your web site. What
is it you want people to do when they visit your site? Find
out about the benefits of your product? Sign up to receive
your free newsletter? Make a purchase, perhaps?
Now ask yourself: Does your site tell your visitors exactly
how to do these things?
Your visitors need to know what you want them TO DO. If you
don’t tell them to purchase your product or subscribe to your
free newsletter, how can you be sure they’re going to take
that action?
Be explicit about the actions you want your visitors to take.
Your straightforwardness will have a direct impact on your
sales!
THE POWER OF SUGGESTION
Just in case it's been a while since you brushed up on your
marketing lingo, a call to action is a strongly worded
suggestion that clearly states what action you want your
visitors to take. It encourages people to take that action
and tells them what will happen if they do.
For example, the following phrases are all calls to action:
- "Click here to subscribe!"
- "Join our affiliate program."
- "Add to your shopping cart."
- "Order now to take advantage of this limited-time offer!"
It's a good idea to include an emotionally appealing benefit
in your call to action. This convinces visitors of the value
of your product and encourages them to take the action.
For example: "Read on to learn how you could save tens of
thousands of dollars on your next home purchase."
You want to pique people’s interest and make them believe
that taking the specified action will offer them a direct
benefit. After all, who wouldn’t want to save tens of
thousands of dollars?
The most obvious and important call to action, of course, is
the one that asks visitors to make a purchase. This is the
crucial moment: asking for the order and CLOSING THE SALE.
You know, it's amazing how many people simply neglect to ask
for the order. This simple oversight can be deadly for your
business; in fact, studies show that you can increase your
sales by at least 80% by clearly instructing your visitors
how to make a purchase!
DON'T RUSH IT!
The call to action that asks visitors to make a purchase is
THE make-it-or-break-it moment. However, closing a sale is
like lining up a pool shot -- you don’t want to rush it!
It takes a LOT of work to close the sale, which is why you
can't just skip to this point right away. Before you get
there, you have to...
- Emphasize the benefits of your product or service by
answering the all-important customer question: "What's in
it for me?"
- Establish your credibility by citing credentials, including
customer testimonials, etc.
- Overcome objections to buy
- Build value into your offer
- Back up your offer with a strong guarantee
- Offer valuable bonuses with the purchase
Once you've done all these things, then you can ask for the
order. In fact, you MUST ask for the order at that point!
Otherwise, all the great work you've done will be wasted.
DON'T BEAT AROUND THE BUSH!
Online entrepreneurs often make the mistake of "implying"
what they want their visitors to do, rather than explicitly
stating it. Don't be coy! You may wish to avoid coming across
like you're "ordering" your visitors to do something, but
unless you blatantly explain what you want them to do, you're
going to see mediocre sales.
Make sure you tell your visitors exactly what you want them
to do! You have to spell it out as clearly as possible. Use
direct, action-oriented words such as:
- Subscribe (to a newsletter)
- Click (on a link)
- Fill out (a survey)
- Read (an article)
- Enter (a contest)
- Join (an affiliate program)
- Buy (your product!)
Don't leave it to your navigation to direct people. Most
visitors will only click on a link if they know it will lead
them to something they're looking for.
MAKE THEM AN OFFER THEY CAN'T REFUSE!
In your call to action, draw your visitors' attention to the
benefits of your product or service. Neglecting to emphasize
the value of a product is the number one mistake copywriters
make!
Be sure to highlight benefits such as...
- Saves money
- Easy and convenient to use
- Saves time
- Good for the environment
- Children can't get enough of it
- Your dog will never have fleas again
Mention the problem your product addresses and present your
product as the only real solution to that problem.
For example, you can urge visitors to: "Order now -- don't
delay!" or you can add a more persuasive argument by
stating: "Order now and boost your energy levels through the
roof in less than a week!"
Promise specific results and back them up with a guarantee.
Instead of saying, "By using this product, you'll increase
your sales," say, "Your sales will increase by up to 20% in
30 days or less -- guaranteed!" This establishes a higher
perceived value in your product.
Whenever you can, include a persuasive tidbit that piques
your visitors' interest or adds to your credibility. For
example...
- A link that says "About Us" is informative, but doesn't give
the reader a good reason why they should care. A call to
action like: "Discover why over 20,000 business owners trust
us" is far more effective.
- A link that says "Products" is far less compelling than a
link like this: "Click here now to find the best tool for
the job."
Encourage visitors to think of your product or service as
something that already belongs to them. Transfer ownership
by actually including them in your call to action: "Order
now and your mirror will be showing a new you with a full
head of hair in less than 60 days -- guaranteed!"
Try to instill a sense of urgency so your visitors feel
compelled to make a purchase right away rather than leave
and return to your web site later. You can create urgency in
several ways. For example, you can...
- Limit the time for which your offer is available: "Available
for the next 5 DAYS ONLY!"
- limit the quantity of products or services you offer:
"Available only to the first 100 people who order!"
- Include a discount for a limited time or on a limited
quantity of products.
- Include bonus items for a limited time or on a limited
quantity of products.
However, you have to follow through on any such claims you
make, or your credibility will be ruined.
FINAL THOUGHTS
After your headline, your call to action is THE most important
element on your web site. It should stand out from the rest of
your copy and be easy for your visitors to find.
In order to draw attention to it, use bolding, a larger font
size, a different color -- whatever best suits the style of
your web site.
To test the effectiveness of your call to action, ask some
friends to look over your homepage. How long does it take
them to find your call to action? As a general rule, it
shouldn't take people any longer than 3 seconds.
Don’t forget, your call to action is what reflects the true
purpose of your web site. It's the key that gets your
visitors to do what you want them to do. Take the time to
craft enticing copy that really encourages your visitors to
take action. If you make people an offer they can’t refuse,
your sales will really soar!
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About the Author
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