If you have a web site, blog or use email marketing, and your objectives are go gain conversions, then you should be using call to action statements. The problem with some websites (and emails), is the way the page is written to kill those call to action statements. So how do you ‘kill’ a call to action? Are you guilty of using these tactics:
Overkill – having too many call to action statements can turn a reader off. I am sure you have come across sites where every paragraph seems to have a call to action. Rather than winning a click through, you’re more likely to see a click away.
Wrong – a second problem is where a call to action statement is in the wrong place and with the wrong text. If you sell chickens (laying chickens), then you want your call to action to stem from a passage about chickens. To link the word ‘egg’ to a sales page will most likely not earn many clicks. Place you call to action where it will do the most, and be sure to use link text that fits the desired result (and the content around it).
Choices – whilst choices can sometimes be good, in most cases, choices simply confuse a reader. A choice means either-or, and many consumers, when faced with a choice like this, often run off scared, or unable to decide. There are many websites that go beyond the either/or links – they have a handful or more of options for the visitor to click on – this really is overkill, and only serves to confuse visitors.
A call to action should be clear, contextually in the right place, and should not create any doubt or confusion. Your surrounding text should be designed to support that call to action. Are your sites full of call too action killers?